The Impact Of Culture On Consumer Purchasing Behavior


In today’s global market, a company’s main task is to enter the desired target market and gain customer loyalty. Without research and analysis, it is impossible to observe the main characteristics that determine consumer buying behavior. Organizations spend many financial and human resources to understand consumer psychology better and study the factors that influence them to succeed.

Why culture?

The impact of culture is the primary determinant of human behavior, which is frequently apparent from the start. People tend to base a lot of their decision on the environment and atmosphere they are surrounded by and it is a crucial part of the social experience. Components of culture are communicated through three social establishments: family, school, and religion.

What Is The Social Effect?

Cultural restrictions on alcohol, meat, and clothing easily give us an idea of ​​the importance of their influence on purchasing behavior. Along with rules based on religious grounds, characteristics such as the woman’s role in leading the family, the family’s size, and the list of those responsible for purchasing food should also be considered. Ethnic and religious differences may lead consumers to value differentiation and allow companies to succeed in the international market and increase trust in the company.

Multicultural Approach

Multicultural marketing is a methodology that recognizes that different ethnic groups and segments have significantly different needs and desires that require targeted marketing activities. The use of mass marketing is not justified in this case.


They are the most significant public minority in the United States. (In 2020, 17% will be the populace). They are a buying force of $ 1 trillion. There are more than two dozen sub-sections: Cubans, Mexicans, Puerto Ricans, Dominicans, and different gatherings in Central and South America. Focused on family esteems. US-conceived Hispanics have various necessities and tastes from non-US-conceived Hispanics.

African Americans

They have significantly affected the music, sports, style, and writing enterprises in the United States. Family ties are regarded. Contrasted with others, most are fashion conscious, however profoundly touchy to quality and decision.

Image source: Google image

Asian Americans

Contrasted with others, they give a ton of consideration to mark choice, even though they show less faithfulness to a specific brand. They are more worried about others’ opinions. Since they are generally rich and educated, they are an alluring objective market for extravagance brands.

Image source: Google image

Entrepreneurs who force consumers to go against their intrinsic values ​​and natural characteristics are unlikely to achieve the growing popularity of the products or services they produce.

Image source: Google image

What cultural elements affect?

These components incorporate time direction, power distance file, manliness/gentility, independence/community, etc. 

The achievement or disappointment of a specific item relies upon the social needs of the purchaser. Setting up oddity in the plan of different things is an impression of the impact of the way of life of a particular period. For instance, the ascent in the prominence of prepared to-eat dinners is straightforwardly relative to the decline within sight of homemakers in the family; Creation of a line of common beautifiers that have not been tried on creatures and that stress the regard for the climate and considerably more.

Everyday needs and desires driving the customers from all over the world, so companies supply similar products and services to the international market. However, significant differences do arise, which is determined by the cultural background. Understanding these differences is a prerequisite for the success of market investments. The main thing is to look at the user’s back, and the list of his priorities gives us directions for the right actions in the future.

Author: Nino Gogitidze


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