Consumer behaviour has always had a great importance to marketers. The understanding of consumer behaviour supports the marketer to comprehend how consumers reflect, select and sense from substitutes like brands and products, and in what way the consumers are subjective by their environment, family, the society, and marketers. Consumer behaviour is outlined as the conclusion and physical action occupied, in when measuring, acquiring, exploiting or disposing of goods and service (Kumar, 2010) These goods and services that are marketed to consumers, influence, the consumer's buying behaviour by cultural, personal, social and psychological factors, which most of these factors ...view middle of the document...
(Phillips and Doole et al., 2008, p. 80) Factors such as these transmit a direct and indirect meaning to consumers regarding the mixture of goods and services, which are known as cultural message. The culture consumers live in today determines the answers to questions such as: do consumers shop on a daily or weekly basis? do consumers drink tea, coffee or juice at breakfast? Questions such as these are cultural attitudes, where as cultural beliefs are people's views and points on personal and religion grounds for example, majority of consumers may be curious about certain meat due to religious beliefs, that will be stressed further more, and therefore, their culture beliefs have influenced them in not purchasing a specific product. Hence why, these questions, cultural attitudes and beliefs influence consumers decision process on buying.
Key Models of Cultural Dimensions
Cultural dimensions are generally psychological concepts, or value concepts, which have been formulated in order to determine the similarity and quality of local, regional and global cultures. Evaluating the occurrence and challenges people come across when comparing with international people, many similarities can be noticed. Although cultural concepts are inferred, they supply a demonstrative base when comparing cultures consistently. Moreover, cultural concepts might be very supportive in knowing why people from various cultures respond differently. (Pill, 2005, p. 22)
so far the definition of culture has been defined and outlined, however to critically analyse the impact culture has on buying behaviour the following key models and concepts are identified:
Today the word communication is used so often, that it is accepted that its message is understandably clear. For example, when recognising a symbol from a product that identifies the brand, is a communication to its market. The language on the brand is also a communication to the market, as it is symbolising essential information that consumers relate to before purchasing the product. Hence, some sources describe and define communication as the procedure of central data usually via a common method of symbols. In order to communicate, people share information, ideas, knowledge and experiences. Communication typically involves sign language, verbal language, writing or gestures, in order to symbolise information. Many sign-language and visual communication occur without knowledge. Hence, "the SEL Foundation in Stuttgart, Germany, found out that two people exchange, analyse and process over 400,000 signals within a 30-minutes conversation" (Pill, 2005, p. 11) since communication plays a big significant role with understanding thoughts, views, language, symbols and visual language, it is important to outline how cultural backgrounds communicate with products and services marketers have to offer and the difficulties that may arise.
Hofstede and his Dimensions of Culture
After more then 20...