Oct 29, 2020 in Personal

book Consumer behavior assignment

Consumer Behaviour Assignment

The main factors which determine consumer buying behavior include cultural, personal, social and psychographic aspects. In cultures, the patterns of behavior have been cultivated for centuries. Thus, cultural factors dictate consumer behavior at the individual level, which should be taken into account formulating behavior strategies and marketing plans for particular products. Goods produced in a particular cultural environment reflect the lifestyle of a particular culture. Therefore, we decided to focus our attention on the Omani sweets that are very diverse, and the most popular is the one with fig. Originally, the Omani sweets were famous for their highly nutritious quality. For the people who live in desert, it is extremely important to have compact products which have a long shelf life and high nutritional properties. Consequently, the demand on this product in different countries such as the U.S. is affected by cultural factors that shape consumer attitudes.


Cultural Factors Of Consumers Behaviour

There are the factors represented that are influencing the customers behavior. They have passed the test of time and affect all aspects of an individual's life.The cultural factors should be analyzed as the basic ones. With the development of marketing activities, which is crossing the borders of countries and regions in the world, it has become increasingly important to form the global picture of consumer culture. The success of the current global, international and even national marketing relies on the knowledge and ability to use cross-cultural variations in consumer behavior. This marketing activity is also influenced by the components of the cultural environment (values, language, etc.), but also can change these components or affect them.

The cultural factors can be divided into three points: the sub-culture, culture and social status. Culture is a set of sustainable forms of social interaction, expressed through norms and values, means of communication that are transmitted from generation to generation. The impact on consumer behavior begins with the socialization by family and social environment forming the patterns of socially significant behavior, social totems and taboos. Thus, an individual learns what acceptable forms of behavior are and what kind of behavior is regarded as intolerable. Such an impact is manifested in the existence of established forms and patterns of consumption. Only by comparing the cultures of different countries and epochs, it is possible to state that the forms of consumption, which are acceptable in a certain country in a certain time, are considered strange or even ridiculous in a country with a different culture.

Subculture is a subsystem of culture, including a specific set of sustainable forms of interaction inherent in any social group layer. One of the most important manifestations of the subculture is consumption patterns which are based on the features of age, professional, regional groups as well as groups of people united by a common idea, interest (such as tourism, fishing), taste (such as a particular musical genre, style, etc.). Thus, subculture determines the behavior of the consumer by imitation and adoption of values, ??declared by an individuals subculture. Thus, the impact of the culture is compulsory, it is provided by the established patterns which encourage their compliance and introduce punishment for their violation. The patterns are divided into positive (social support) and negative (social deprivation).

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Analysis Of The Cultural Factors Affecting The Purchasing Of The Omani Sweets

One of the factors that affect the purchasing of the Omani sweets in the U.S. is the factor of culture, manifested in the mistrust to the Arab culture and its material embodiments such as goods, which can be explained by the ongoing terrorist threat as a result of the prolonged clash of cultures. This factor is based on the cultural resistance and abruption to the interventional impact of the alien culture. An average US citizen does not have much trust to the representatives of the Arab culture or to the goods from this region. The reason for this distrust is the September 11 attacks and the ongoing series of terrorist attacks in Europe. Thus, the society have implemented the social sanctions against the Arabian goods that are manifested in ignoring the goods despite their positive sides. The process of the intervention of an alien culture is shown. It affects the consumer behavior indirectly interacting with a customers values, experience and lifestyle. However, the intervention is always faced with the factors of cultural immunity based on the original culture of the customer. Therefore, the similar cultures easier adopting the values of each other, and as a result can easier affect the customers behavior.

The second factor is the impact of subculture, determined by the already formed set of values of among US citizens, which is well-established in the set of popular traditional sweets. This factor is based on subcultural stereotypes and archetypes. Traditional sweets in the United States are donuts, cookies (especially Oreo), lollipops, marshmallows, chocolate and marmalade. Eastern sweets are not common in the United States and are popular in most cases with the specific consumers immigrants, who are a special subculture. Thus, the effect of the subculture on the purchasing Omani sweets depends on the values and tastes of a specific group. For the immigrants, the Omani sweets can be perceived as a part of their cultural heritage, but the other subculture can ignore them or perceive as strange and unappetizing product.


Concluding, there are cultural factors that affect the consumer behavior. Firstly, there is the cultural collision that can both motivate and discourage the use of foreign-origin products, depending on the similarities or differences between the clashing cultures. Secondly, any society comprises different ethnical groups, and the consumer behavior may be explained by cultural peculiarities of a particular group. The case of Omani sweets depicts that consumer behavior is highly dependent on the complexity of a society and its history. Overcoming the cultural conflict, the increased tolerance to the culture and the formation of the actual image of the events can help. Thus, marketing strategies for the Omani sweets may include advertising based on the elimination of cultural stereotypes and prejudices.


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