Second, the buyer's decision process itself affects outcomes. .
Consumer purchases are strongly influenced by cultural, social, personal, and psychological characteristics. These factors cannot be controlled by marketers, but they must be taken into account. .
Cultural factors .
Cultural factors exert the broadest and deepest influence on consumer behaviour. We examine the role played by the buyers" culture, subculture, and social class. .
Culture.
Culture is the most basic determinant of a person's wants and behaviour. It comprises the basic values, perceptions, wants, and behaviour that a person learns continuously in a society. Today, most societies are in a state of flux. Determinations of culture learned as a child are changing in society from China to California. Culture is expressed through tangible items such as food, buildings, clothing and art. Culture is an integral part of the FMCG, services, hospitality and travel business. It determines what we eat, how we travel, where we travel and where we stay; what our hobbies are; our preferences for certain goods and designs, etc. Culture is dynamic, adapting to the environment. .
Marketers try continuously to identify cultural shifts in order to devise new products and services that might find a receptive market. The shift toward lighter and more natural food has resulted in menu changes in restaurants. The shift toward lighter-colored and simpler home furnishings is reflected in new furniture designs (e.g. IKEA), new styles and new restaurant designs. .
At the same time, a significant number of consumers seem to be rebelling against foods that are good for them, preferring good taste. Restaurants face a consumer who orders broiled flounder and a light salad only to top it off with high-butterfat ice cream for dessert.
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Consumer behaviour across international cultures. .
Understanding consumer behaviour is difficult enough for companies marketing within the borders of a single country.
