The Impact of Culture on Consumer Behaviour

Introduction

Contemporary consumers play one of the most important roles in modern business and all marketing organisations constantly work towards influencing customer behaviour in a manner that is favourable to the consumption of their organisation’s products and services (Szmigin & Piacentini, 2018, p7). Modern consumers are exposed to enormous information in this contemporary environment.

Whilst consumers in the past obtained their information about products and services, primarily from television, print and magazine advertising, supplemented by the knowledge provided by their friends, associates and family members, the enormous spread of the Internet, its widespread commercial use and the proliferation of different types of social media platforms has resulted in an explosion of information that is available to consumers and can certainly influence their purchasing behaviour (White, Habib & Hardisty, 2019, p23).

It is recognised that consumer behaviour can be very substantially influenced in various areas by the cultures and cultural backgrounds of individual consumers (Schiffman, Kanuk & Hansen, 2012, p47). The cultures of consumers are shaped by various inputs like national background, regional characteristics, language, religion, customs and traditions, ethnicity and parental influences (Schrank & Running, 2018, p186). Culture can play a very significant part in the influencing of consumer behaviour (Minkov, 2011, p16).

Research on the Topic

Research for this paper has been carried out through an online keyword-based study. The research has been divided into three specific sections, namely (1) national cultural theory, (2) consumer behaviour theory and (3) the influence of culture on consumer behaviour. The findings of research on these three areas are elaborated below.

National Cultural Theory

The area of national culture and cultural differences has been researched at length by experts like Hofstede and Trompenaars and has been further enriched by contributions from several other scholars like Hall and Schwartz (Ulusoy & Fırat, 2018, p22). Hofstede (1991, p4), a Dutch social psychologist, developed a cultural dimensions theory, which constitutes a framework to understand differences in culture across countries and to determine the ways in which business is done across different cultures. Hofstede identified six specific dimensions that define culture, namely (1) femininity v masculinity, (2) collectivism v individualism, (3) power distance index, (4) uncertainty avoidance index, (5) short-term v long-term orientation and (6) restraint v indulgence (Hofstede & Hofstede, 2005, p6-7). These six dimensions of culture determine the cultural orientation of a person and the ways in which he or she is likely to behave in both personal and work environments.

The femininity v masculinity dimension considers the social preference for achievement, attitude toward sexuality and behaviour (Tsai, 2012, p16). Masculinity is associated with gender roles and assertion, whereas femininity focuses on nurturing, beauty and the quality of life (Inglehart, 1997, p11). The collectivism v individualism dimension is related to the extent to which societies are integrated into groups; individualism focuses on the achievement of personal goals, whereas collectivism stresses on the well-being of the group (Azevedo, Drost & Mullen, 2002, p22). The power distance index considers the degree to which inequality and power are tolerated in a culture. A high power distance index implies that the culture is accepting of power distance and inequity, whereas a low power distance index indicates decentralisation and participative management styles (Hofstede & Hofstede, 2005, p9). The uncertainty avoidance index focuses on the degree to which ambiguity and uncertainty are tolerated; a high index indicates low tolerance for uncertainty and ambiguity, whereas the opposite is indicated by a low uncertainty index (Ulusoy & Fırat, 2018, p23). Long-term orientation stresses on achievement and well-being in the context of the long-term, whereas short-term orientation stresses upon immediate results and gratification (Hofstede, 1991, p6). Indulgence implies that a culture facilitates enjoyment and fun, whereas restraint indicates a society that stresses upon regulation through the imposition of social norms (Minkov, 2011, 40).

Apart from Hofstede, experts like Trompenaars and Hall have also provided theories on the differences between different cultures and the ways in which such differences affect human behaviour. Trompenaars (1993, p6-7) specifically introduced the aspect of time orientation, wherein he stated that time is viewed in different ways and in a different culture; people from future-oriented cultures tend to stress upon the future and store information that is relevant for the future, more than those from present or past-oriented culture. Hall (1976, p4) introduced the concept of monochronic and polychronic cultures. Monochronic cultures, which are common to the US, the UK and various other western countries contain individuals who believe in finishing one task at a time. Time, in this culture is considered to be valuable and a commodity that should not be wasted; sticking to one task at a time ensures that it is well managed (Inglehart, 1997, p16). Individuals, in polychronic cultures work on a number of tasks at the same time as long as they can be executed together in a naturally rhythmic manner (Lee et al., 2006, p248). It can be concluded that monochromic cultures value schedules, whilst polychromic cultures place stress on interpersonal relationships.

It can be seen from the above discussions that several scholars have contributed to different aspects of culture, complementing rather than contradicting each other. It is clearly evident that culture is an extremely complex construct and influences people in different ways. Its impact on consumer behaviour is thus likely to be extremely substantial.

Consumer Behaviour Theory

It is necessary to examine specific features of consumer behaviour theory in order to understand the impact of culture on consumer behaviour. The Theory of Reasoned Action, originally conceived by Fishbein and Ajzen (1980, p149) posits that consumers tend to act on behaviours that are likely to create or receive particular outcomes; consumers as such make their purchases on the basis of rational decision-making. The Engel Kollat Blackwell (EKB) model states that buyer behaviour operates in a four-phase process that influences purchasing decisions, namely input, processing information, decision stages and variables in the decision-making process (Blackwell & Miniard, 2006, p14). The motivation need theory, advanced by Abraham Maslow (1954, p3-4) states that individuals act to fulfil and satisfy their needs on the basis of five priorities with increasing importance, namely (1) physiological, (2) safety, (3) love, (4) esteem and (5) self-actualisation.

The Hawkins-Stern theory contrasts with the focus on rational action found in most theories of consumer behaviour and stresses on impulse behaviour. Stern (1962, p54) argues that the impulse to purchase constituted 50% of average consumer behaviour and fitted besides tendencies for more ration purchasing decisions (Silvera, Lavack & Kropp, 2008, p26). These impulse decisions can be influenced by a variety of stimuli like convincing advertisements, which have little relationship to conventional decision-making processes (Peck & Childers, 2006, p767). The theory of buyer behaviour posits that purchasing behaviour is by and large, repetitive and focused on the establishment of a familiar purchasing process in order to simplify decisions and save time (Silvera et al., 2008, p26).

It can be seen from the brief but relevant examination carried out above that consumer behaviour is primarily influenced by (1) reason and logic, (2) impulsive buying forces, (3) heuristic forces and (4) other influences, which include celebrity endorsement, use of influencers, opinions of friends, family and peers and lastly culture. Culture thus clearly constitutes an important influencer of consumer behaviour.

Influence of Culture on Consumer Behaviour

The research for this project was carried out with keyword-based online search, which focused upon three specific areas pertaining to the subject of the paper, namely cultural theory, consumer behaviour theory and the impact of culture on consumer behaviour. The theory of national cultures has been researched and investigated in detail by Hofstede, Trompenaars, Hall, Schwartz and other experts, who have examined the issue from various perspectives and have truly contributed to the literature on the subject.

The research investigated five consumer behaviour theories, which can essentially be divided into theories that focus on rational action and Stern’s philosophy of impulse buying. Whilst there is little doubt that consumers look at logic and reason in the making of their purchasing decisions, the influence of culture and impulse on purchases are also extremely common and need to be addressed by marketers. Marketers have spent years in mastering the various elements that influence consumer behaviour and have focused on various areas like packaging, store shelf arrangement and merchandising to impact on the target audience’s cultural preferences and impulses.

Many scholars have stressed upon the point that culture plays an extremely important role in influencing of consumer behaviour (Singh, 2006, p174). Theories of national culture elaborate upon the differences between the cultures of nations and the ways in which such cultural differences influence the actions of people (Luna & Gupta, 2001, p47). These differences in the cultural backgrounds of consumers are projected on to their choices during the purchasing of a product or a service (de Mooij & Hofstede, 2011, p184). The number 4 is considered to be unlucky in Japan and hence most items sold in the country are done so in groups of 5 (Dove, 2021, p2). Men in France tend to buy more cosmetics than men in other countries and this, in turn, calls for very different marketing approaches for this group of products in France (de Mooij, 2011, p32). Vegetarianism is not just a religious requirement in India but part of its national culture. Numerous people who do not have any problems with eating meat prefer to eat vegetarian food most of the time on account of their cultural backgrounds (Berry, 1998, p7). McDonald’s, the largest global fast food retailer recognised this cultural trait right at the beginning of their entry into India and accordingly replaced beef and mutton burgers with potato burgers, which contained spice potato patties (CBS News, 2022, p1). These burgers have become one of the largest selling items in McDonald’s menu in India.

Chan, Wan and Sin (2009, p293) stated that migrants from other countries may find it particularly difficult and challenging to alter their purchasing behaviour in accordance with the places to which they have migrated; their exposure to a variety of cultural groups ultimately impacts their behaviour. Ulusoy and Fırat (2018, p28) informed that reference groups may contain conflicting beliefs and ideas about products that are likely to impact their purchasing choices and habits. Markets should thus try to enhance their marketing communication channels in a way that the needs of these groups are addressed, both locally and globally.

de Mooij (2011, p35) informed that culture determines the experiences, beliefs and values of consumers, which in turn are directly related to attitudes, emotions and behaviours. Religious similarities tend to be backed by common core values, personalities and customs. Muslims around the world for instance, are mandated by the religion to eat only halal meat (Gandhi, 2018, p1). Marketing organisations have to ensure that their products are produced in line with halal requirements to be able to sell to this segment of consumers (Chan et al., 2009, p295).

Western organisations tended to downplay the role of culture in consumer behaviour and its marketing implications for several decades in the past, preferring to adopt a standardised approach to their marketing strategy (de Mooij & Hofstede, 2011, p190). This has, however, proved to be absolutely out of place and contemporary companies understand the implications of culture in marketing/selling products to individuals with cultural backgrounds that are different from their home audiences (Solomon, Bamossy, Askegaard & Hogg, 2019, p11). The understanding of the culture of a region can be an important and effective gateway to getting insight of the customers end and list of preferences.

Conclusions

The study of the impact of culture on consumer behaviour informed that cultural differences played very important roles in the making of purchasing decisions. It was thus important, even critical, for marketing managers to address the different needs, perceptions, attitudes and behaviours of customers from different cultural backgrounds and address them suitably. It was necessary for marketing managers to examine factors like language, purchasing power, consumption habits, demographics, preferences and religion of different cultural groups in order to formulate culture-based marketing strategies. The implementation of the marketing strategy via marketing communication has to be specifically tailored to cultural issues through the use of local copywriters for the translation of messages and the creation of copy that is culturally relevant.

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