Essay on Culture Role in Consumer Behavior

Date:  2021-05-27 18:27:25
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University of Richmond
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This essay has been submitted by a student. This is not an example of the work written by our professional essay writers.

Culture plays a critical role in influencing the purchasing behaviors that customers portray. Culture entails shared customs, beliefs, attitudes, behaviors that societies represent. Since culture serves as a way of life, it is one of the major forces that influence the behaviors of customers. People's cultures affect the ways they live and have considerable influence on the things they buy. Thus, culture has significant influence toward people's behaviors and wants CITATION Tan16 \l 1033 (Tanner & Raymond, 2016). Hence, culture has a significant effect on the buying behaviors that customers portray based on the influences of their distinct cultural practices.

Cultural Forces Effect on Purchasing Behavior

Culture plays an important role regarding giving social order. It prevails in the habits that people portray and at times exists in the laws that person's make. For instance, people should ensure that they follow particular rules while they can be sent to jail when they fail to abide by them. When a belief or value matches the needs of the society, it matches with culture. It might disappear or even lose the functionality associated with it CITATION Meh12 \l 1033 (Mehmood & Tandon, 2012). For example, in the past, it was accepted that man should serve as the head of the family. However, things have changed in different cultures to the extent that most women are independent and support their families based on the potential they portray. Therefore, since culture changes in time, it is regarded as dynamic. It has the capacity of allowing individuals to cope with the changes that take place in their environments CITATION Gba16 \l 1033 (Gbadamosi, 2016).

Also, during the last decade, science has witnessed considerable technological progress, which has paved the way for computers and the Internet. These advancements have played a significant role in changing the lifestyle and cultures of many societies globally. The leisure time that people enjoy had increased tremendously as opposed to the time when transportation modes and electronics did not exist CITATION Moo13 \l 1033 (Mooij, 2013). People have also managed to change the traditional ethics in the workplace. Here, it is worth noting that cultural norms will continue changing since individuals advocate for social models, which can allow them to address various issues in their lives. Presently, certain cultural trends have emerged to the extent that they have considerable influence toward buying behavior. For instance, many people associate time with money. Individuals appear as considerably occupied than in the past. They show more commitment and handle more obligations whereas time is serving as more precious CITATION NgS15 \l 1033 (Ng & Lee, 2015).

In the case of distinct cultures, people are focusing on giving up some of their income to gain more time. For example, the capacity of most families today in selecting and purchasing products revolves around the notion that most grownups are occupied while the overall level of income is rising. As such, marketers should lay considerable emphasis on households mainly because they are directing their attention toward luxury products CITATION Wan08 \l 1033 (Wanke, 2008). Marketers should understand that laying emphasis on a particular culture provides them with better chances of selling their goods and services. In certain nations, for instance, an absolute statement or color might be considered as in conflict with the beliefs and customers or a particular population. As such, it is apparent that language serves as culture's imperative side, which marketers should emphasize on to allow them to market their products successfully CITATION How07 \l 1033 (Howard & Ostlund, 2007).

Furthermore, the level of education has significant influence toward the purchasing behavior of customers. People with sufficient education are capable of making wiser decisions when purchasing certain products. They also earn more thereby allowing them to afford various kinds of goods based on their tastes and preferences CITATION Otn12 \l 1033 (Otnes & Zayer, 2012). Also, the religion that people practice also influences their purchasing decision. The reason for this is that certain products are considered as offensive in certain cultures thereby leading people to refrain from purchasing them. Overall, therefore, it is apparent that culture has significant influence toward the purchasing behavior of customers since different societies or cultures practice distinct cultural practices CITATION Noe09 \l 1033 (Noel, 2009).

Cultural Factors Effect on Purchasing Behavior in Oman

Within the Omani culture, several cultural forces affect the purchasing of customers. The primary forces that influence the purchasing decisions comprise of religion and family structure. In Oman, notable demand exists for cosmetic products indicating that cosmetics are essential products. For instance, in the case of religion, it has significant influence toward purchasing of cosmetics. In Oman, for example, almost all individuals are Muslim. No Christians or Jews live in the country also individual families are of Indian origin. Therefore, when it comes to purchasing cosmetic products, the women in the country prefer the products that are not prohibited by their religion, mostly Mascara, Foundation, nail polish, and lip products CITATION Wom16 \l 1033 (Grossarchive, 2016).

The structure of the family also has significant influence in purchasing products in Oman. The man serves as the head of the household and has significant influence toward the purchasing decisions within a family. Therefore, based on the way in which that a man perceives his wife, he impacts the cosmetic products that she should buy. The products should please the man and follow the culture they practice CITATION Wom16 \l 1033 (Grossarchive, 2016). Hence, the culture of Oman has significant influence toward the purchasing behavior that individuals exercise in the country.


BIBLIOGRAPHY \l 1033 Gbadamosi, V 2016, Handbook of research on consumerism and buying behavior in developing nations, PA: IGI Global, Hershey.

Grossarchive 2016, Women buying behavior toward cosmetics, viewed December 18, 2016, <>.

Howard, JA & Ostlund, LE 2007, Buyer behavior: Theoretical and empirical foundations, Alfred A. Knopf, New York.

Mehmood, S & Tandon, V 2012, 'Assumed adverts leading to presumed consumers: Culture in transition in Oman', International Journal of Humanities and Social Science , vol. 2, no. 11, pp. 121-125.

Mooij, M 2013, Global marketing and advertising: Understanding cultural paradoxes, SAGE Publications, Los Angeles.

Ng, S & Lee, AY 2015, Handbook of culture and consumer behavior, Oxford University Press, Oxford.

Noel, H 2009, Basics marketing 01: Consumer behaviour, AVA Publishing, London.

Otnes, CC & Zayer, LT 2012, Gender, culture, and consumer behavior, Routledge, Oxfordshire.

Tanner, JF & Raymond, MA 2016, Principles of marketing, viewed December 18, 2016, <>.

Wanke, M 2008, Social psychology of consumer behavior, Psychology Press, Hove.


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