Premium Essay

Culture and Consumer Behavior Research Method.

In: Business and Management

Submitted By janeking123
Words 856
Pages 4
Unit V Assignment
Culture and Consumer Behavior Research Method.

This research investigates the effect of culture on various aspects of consumer behavior in an integrative framework among the three ethnic groups in Nigeria. The cultural groups include an Igbo, Yoruba and Hausa ethnic groups. The method of research will be an experimental research on the ethnic culture and how it affects consumer behavior. The objective for doing this research are as follow: what culture it and how it impacts consumer behaviors in Nigeria, how culture asct as an invisible hand that guides consumption-related attitude, values and behavior, how culture set standards for what satisfies consumers’ needs, how consumers are always adapting to culture-related experiences, how the impact of culture on consumer behavior is measured and how core culture values impact Nigerian consumers. Using the Hofstede’s (1980) cultural framework, differences in ethnic group’s cultural orientation will be hypothesized. Then for each cultural dimension, related consumer behaviors will be identified and the differences in those behaviors will be hypothesized according to the predicted differences in each related cultural dimension. After this, the influence of the cultural dimension on the identified consumer behavior will be investigated in a multiracial West African country, Nigeria. With major corporations seeking to move into African and sell to the African consumers, it is important that solid sub cultural research should be done. Nigeria provides a good starting point for sub cultural study on African customers as it is the most multiracial society in Africa. These three major ethnic groups live separately from one another and are encouraged to maintain their culture, custom, religion and way of life. Public reputation is very important to the Yorubas, they are both Christians and Muslims.…...

Similar Documents

Premium Essay

Consumer Behavior

...[pic] IQRA UNIVERSITY “Comparative analysis of consumer preferences for women clothing brands in Pakistan” Foreign brands Vs Local brand Consumer Behavior Research Project Report Submitted to: Shahnawaz Adil PREPARED BY: Jawaria Vohra 4533 (javeria.vohra@hotmail.com) Komal Sarwar 4172 ( komi.sarwar@hotmail.com) Mehwish fareed 4266 (m4mehwish32@gmail.com ) Huma sohail (humasohail90@gmail.com) Mariam Shahid (mariam-marry@hotmail.com) CHAPTER 1 INTRODUCTION 1. Introduction. The topic is being researched upon because the Pakistani women now play a vital role in the economy of Pakistan and now have a greater buying power and consumption pattern while purchasing clothes. Clothing is one of the most essential factors of one’s daily life, especially when it comes to women. Gone are the days when women used to sit back at home and their husbands used to shop and buy them a dress a month. Contrary to it the contemporary fashion market is being revolutionized and being known by the women clothing industry at its major part 1.2 Background Globalization has lead to a vast information and decision making set for everyone. Due to globalization, people are aware of product, their attributes, quality, prices and the number of substitutes they can refer for a certain product or service. As a result of globalization, a gap between nations and their culture have reduced, and people are adopting the trends of other......

Words: 6942 - Pages: 28

Premium Essay

Consumer Behavior

...ASSIGNMENT No. 1 Total Marks: 100 (Units: 1–5) Pass Marks: 50 Q. 1 (a) Discuss the impact of digital technologies on marketing strategies. (b) Describe the consumer research process in detail. (10+10) Q. 2 Discuss the motivation as a psychological force. Also explain the measurement of motives. (20) Q. 3 What is the concept of personality? Discuss the concept of brand personality in detail. (20) Q. 4 What is meant by attitude? Describe different strategies for attitude change. (20) Q. 5 Explain the elements of consumer learning. Also discuss the cognitive theory of learning (20) ASSIGNMENT No. 2 (Total Marks: 100) This assignment is a research-oriented activity. You are required to submit a term paper and present the same in the classroom prior to the final examination. Presentation component is compulsory for all students. You will have to participate in the activity fully and prepare a paper of about 15 to 20 pages on the topic allotted to you. The students are required to prepare two copies of Assignment No. 2. Submit one copy to your teacher for evaluation and the second copy for presentation in the classrooms in the presence of your resource persons and classmates, which will be held at the end of the semester prior to final examination. Include the following main headings in your report:- a) Introduction to the topic b) Important sub-topics c) Practical aspects with respect to the......

Words: 987 - Pages: 4

Premium Essay

Consumer Behavior

...Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between China and the UK’s Consumers By Kwok Keung Tam 2007 A Dissertation presented in part consideration for the degree of “MSc International Business” Table of Content Page numbers Abstract i Acknowledgements ii Chapter 1: Introduction 1.1 The importance of brand image on fashion clothing 1.2 Background information of China and the UK clothing markets 1.2.1 China clothing market 1.2.1.1 Chinese spending habits 1.2.1.2 Impediments to China’s clothing brand development 1.2.2 UK clothing market 1.2.2.1 British spending habits 1.2.2.2 Characteristics of the UK clothing market 1.3 Theoretical framework 1.4 Objectives of the dissertation 1.5 Outline of the dissertation 1 1 2 2 3 4 5 5 6 7 7 8 Chapter 2: Literature review 2.1 Introduction 2.2 The important roles of brand 2.2.1 The characteristics of successful brands 2.3 Brand equity 2.3.1 Brand awareness 2.3.2 Perceived quality 2.3.3 Brand loyalty 2.3.4 Brand association 2.4 Consumer buying behaviour 10 10 10 11 12 13 15 16 17 19 2.4.1 Models of consumer behaviour 2.5 Summary 20 23 Chapter 3: Methodology 3.1 Introduction 3.2 Theoretical backgrounds 3.2.1 Review of different research traditions 3.2.2 Quantitative versus qualitative analysis 3.2.3 Reliability and validity of data 3.3 Justification of research method 3.4 Sampling 3.5 Interview schedule 3.5.1 Stage one 3.5.2 Stage two 3.5.3 Stage three 3.6......

Words: 22431 - Pages: 90

Premium Essay

Cross Culture Consumer Behavior

...cross culture consumer behavior assignment Marketing across cultures has become an inevitable part of the business with the growth of multinational corporations, who are every day entering new and untapped markets. This assignment will give you a feel of what kind of consumer behavior understanding must a company have before embarking in a new and unfamiliar markets . For Marketing managers they  seek to connect with the diverse consumer groups in this new market who may or may not deviate from what they thought they knew about how consumer behave.  Here is what you will do. I. Interview a student/ colleague/friend from any of the below culture background. This person must be born or have lived in that part of the world for a number of years. (Must get professor approval when in doubt). DO NOT WAIT TO THE LAST MINUTE TO FIND SOMEONE * Asian * Arab/Middle east * African * Indian II. Select one of the below product categories * Food & Beverage * Family or Individual Entertainment * Shopping outlets * Cosmetics * Banks & Finance * Automobiles III. Using your knowledge of the material covered in this class, understand and then summarize in a report how does culture shape different aspects of their consumer behavior as it relates to this specific product category. IV. Assume that you are hired by marketing firm that is based in the US that is interested in entering this product category and location. What key......

Words: 362 - Pages: 2

Premium Essay

Consumer Behavior

...changed the culture of this country and the United States was often referred to as a country with numerous backgrounds. Such a perspective of cultural diversity implies that upon entering the United States, the cultural values and beliefs of people from different cultures are somehow blended into one cultural value system. According to businessdictionary.com, consumer behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. People with different ethnicity backgrounds tend to buy things a little bit differently than others. Trying to figure out what they want, how they want and where they want is what marketers sometimes have difficulties deciding. The different ethnicities in the U.S. that would be covered include: Caucasian Americans, African Americans, Hispanics, Asians, and Indians. “The U.S. population is highly ethnically and racially diverse. As of the 2010 Census, the U.S. population was 63.7% White, 12.2% African American and 16.3% Hispanic” (Akcay 2012). Going into detail on how these ethnicities make their purchase decision and comparing them would be the main purpose of this research. Why do people buy the things that they buy, is one question that many marketers try to figure out? “Ethnicity involves the social construction of origin as the basis for determining the community or collective and may be based upon a combination of history, territory, culture or......

Words: 3368 - Pages: 14

Free Essay

Consumer Behavior

...Business Paper #2 In a capitalist environment, one's purchases can often be described as “voting,” and can attest to that person's character and personality. The Values, Attitudes and Lifestyles (VALS-2) are a psychographic research method which was developed around this concept and attempts to divide consumers into eight archetypal categories which describe their patterns of consumption. These categories include innovators, thinkers, believers, achievers, strivers, experiencers, makers and survivors. The innovator is the success story. He has the highest income of all and makes purchases based on an image of sophistication. Just as many success stories, the innovator's value of personal development often drives them to various intellectual activities, creating a very well-informed and politically active social persona with a high amount of social and financial resources. This produces an optimistic and self-confident archetype, which is involved in various organizations and is also very outgoing and open to change. These are the leaders in our business and government. As a consumer, the innovator prefers products which reflect good taste and character and their open-mindedness makes them very receptive to new ideas, technologies and products. However, cutting-edge products often come at a risk. Experience in the market, as well as a drive towards intellectual pursuit makes innovators very skeptical of advertising. The thinker is one who values education......

Words: 1900 - Pages: 8

Premium Essay

Consumer Behavior

...CONSUMER BEHAVIOR PART ONE CONSUMER BEHAVIOR INTRODUCTION As the twentieth century has come to a close and we have moved into the third millennium, we can see many developments and changes taking place around us with all the industries and firms within each industry trying to keep pace with the changes and diverse needs of the people. Though for decades together, marketers have regarded ‘customer’ as the king and evolved all activities to satisfy this concept is gaining more momentum and importance today. This can largely be attributed to the prevailing market situation. Not only competition has become intense but over an above with the market being flooded with many products. The challenge before the marketers is to understand the diversity of consumer behavior and offer goods and services accordingly. Today the company image is built and made known by its customers. Thus the success of the firm will be determined by how effective it has been in meeting the diverse consumer needs and wants by treating each customer as unique and offering products and services to suit his needs and creating a life time value and relationship with him. (Nair 2004; 3) Marketers have come to realize that their effectiveness in meeting consumer needs directly influences their profitability the better they understand the factors underlying consumer behavior, the better able they are to develop effective marketing strategies to meet consumer needs. (Assael 2001; 3) Today, the digital......

Words: 37134 - Pages: 149

Premium Essay

Consumer Behavior

...Consumer behavior (Authors Name) (Institutional Affiliation) Consumer behavior The first step to consumer decision making is problem recognition. The root cause to making a decision starts with recognizing a particular problem by a consumer. The consumer has a need or a want that should be satisfied. A consumer can recognize that his current car is not of the new standards and thus he/she is compelled to consider buying a new one. The second step to consumer decision making process is information search. This involves the consumer looking for a product or services that effectively satisfies his/her wants. Most of the information received by the consumer is however through commercial sources such as newspapers, catalogs, media advertisement or through direct contact with the manufacture via mail. In this particular stage the consumer also analyses the strengths and weaknesses of the varieties of products available (Solomon, 2009). Once the consumer decides on which product or service best satisfies his/her needs and wants the consumer goes to the next step which is to evaluate alternatives. The consumer’s main goal is to identify the best deal by comparing the various features and benefits of the different products. This may be based on a number of factors such as price, brands, colors and quality of the product or service, other factors such as preference may also influence their decisions. For consumers considering purchasing a car, price and prestige may be the......

Words: 3042 - Pages: 13

Premium Essay

Consumer Behavior

...Relationship Management-working closely with partners in other company department and outside the company to jointly bring greater value to customers Product Concept-the idea that consumers will favour products that offer the most quantity, performance and features and that the organization should therefore devote its energy to making continuous product improvements Production Concept-the idea that consumers will favour products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency Selling Concept-holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort Share Of Customer-the share they get of the customer’s purchasing in their product categories Societal Marketing Concept-questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare Wants-form human needs take as they are shaped by culture and individual personality 13th EDITION Marketing-The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Needs-states of felt deprivation Wants-The form human needs take as shaped by culture and individual personality Demands-Human wants that are backed by buying power Market Offering-Some Combination of products, services, information, or experiences......

Words: 50597 - Pages: 203

Premium Essay

A Research Proposal on the Impact of Marketing in Consumer Behavior in Apple Mobile Phone in Uk.

...A research proposal on The impact of marketing In Consumer Behavior in Apple mobile phone in UK. Course work B Name: SID: WORD COUNT: Name: SID: WORD COUNT: Contents 1.0 Introduction 3 1.1 Research aim and objectives 3 1.2 Research Questions 4 2.0 Literature Review 4 2.1 Marketing Strategy 4 2.2 Marketing Plan 4 2.3 Marketing Mix 5 2.4 Differentiation and Segmentation of market 6 2.5 Generic strategy 6 2.6 Skimming and Penetration 7 2.7 Consumer Behavior 7 2.8 Theoretical Framework 8 3.0 Research Methodology 8 3.1 Framework-Attitude Theory 8 3.2 Research Approach 9 3.3 Data Collection 9 3.4 Sampling Techniques 9 3.5 Accessibility Issues 10 3.6 Ethical Consideration 10 3.7 Data Analysis 10 3.8 Limitations of the Study 11 4.0 Timetables 12 References 13 1.0 Introduction Marketing has a large influence over the consumer buying patterns as marketing motivate people to buy their product so that they can do business. Marketing identify the target market and the potential customer of that target market. It is a key source for customer acquirement as the consumer are whom generate profit for the organization. Apple follow a competitive marketing strategy as they hold a large market share in the world’s mobile phone. Apple become a giant in household technology because of their unique marketing strategy. Apple Inc. follow exclusivity technique in its marketing strategy which make them the giant in mobile phone......

Words: 2890 - Pages: 12

Premium Essay

Consumer Behavior

...Chapter 1 Consumers Rule 1-1 How old is Bungy Jumping? • Bungy jumping turned 26 in 2014 • Where is the highest bungy jump? • http://www.youtube.com/watch?v=4Wf1yndBO 0w • AJ Hackett’s Tower in Macao –Auckland Stock Exchange B – 764 feet Chapter Objectives When you finish this chapter, you should understand why: • Consumers use products to help them define their identities in different settings (think of consumers as role players who need different products). • For example, many family social occasions are accompanied by food and drink, and the consumption of these goods acts as a shared bond that the group uses to define membership in that group. Another example is the style of clothing (e.g., A & F, Hollister) worn by young people to define their group membership. • Consumer behavior is a process involved when individuals or groups select, purchase, use, or dispose of products, services 1-3 Chapter Objectives • Marketers need to understand the wants and needs of different consumer segments (product usage, demographics, and psychographics- redneck bank) • The Web is changing consumer behavior: a problem is the loss of privacy and the deterioration of traditional social interactions • Consumer behavior relates to other issues in our lives-public policy issues (e.g., ethical marketing practices) and the dynamics of popular culture • Consumer activities can be harmful to individuals and to......

Words: 2306 - Pages: 10

Free Essay

Consumer Behavior

...Consumer Behavior Assignment 1 Activity | Community | Observations | | | | | | | | | | | | | | | | | | | | | | * Marketing Manipulation : Market manipulation describes a deliberate attempt to interfere with the free and fair operation of the market and create artificial, false or misleading appearances with respect to the price of, or market for, a security, commodity or currency.[1] Market manipulation is prohibited in the United States under Section 9(a)(2)[2] of the Securities Exchange Act of 1934, and in Australia under Section s 1041A of the Corporations Act 2001. The Act defines market manipulation as transactions which create an artificial price or maintain an artificial price for a tradeable security. * Hobby -> product * Perception = view, opinion, taste, feeling, sound(hearing), touching, smell -> Sensory Stimulation Smell – Nose Touch – Skin See – eyes Sound – ears Tastes – Mouth * Expose to products -> attention -> Interpretation * Associating with sensory stimuli * Percepting * 1. Sensory Marketing Sample of perfumes [ Smell ] Music (in Zara – club music) [ Sound ] * Subliminal Messaging : Subliminal stimuli (pronounced /sʌbˈlɪmɨnəl/, literally "below threshold"), contrary to supraliminal stimuli or "above threshold", are any sensory stimuli below an individual's absolute threshold for conscious perception. Visual stimuli may be quickly flashed before an......

Words: 3945 - Pages: 16

Premium Essay

Consumer Behaviors

...Consumer Behavior Models in Tourism Analysis Study Muhannad M.A Abdallat, Ph.D. Assistant Professor Hesham El –Sayed El - Emam, Ph.D. Assistant Professor Department of Tourism and Hospitality, Faculty of Tourism and Archeology King Saud University ABSTRACT The theories of consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases. The reasons for the study of consumer’s helps firms and organizations improve their marketing strategies by understanding issues such as: • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); • The behavior of consumers while shopping or making other marketing decisions; • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; • How consumers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and • How marketers can adapt and improve their marketing campaigns and marketing......

Words: 8162 - Pages: 33

Free Essay

Consumer Behavior

...Article: Globalization does lead to change in consumer behavior: An empirical evidence of impact of globalization on changing materialistic values in Indian consumers and its aftereffects Nitin Gupta Article information: To cite this document: Nitin Gupta, (2011),"Globalization does lead to change in consumer behavior: An empirical evidence of impact of globalization on changing materialistic values in Indian consumers and its aftereffects", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 3 pp. 251 - 269 Permanent link to this document: http://dx.doi.org/10.1108/13555851111143204 Downloaded on: 24-03-2012 References: This document contains references to 49 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 1778 times. Access to this document was granted through an Emerald subscription provided by INDIAN INSTITUTE OF MANAGEMENT AT AHMEDABA For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Additional help for authors is available for Emerald subscribers. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business,......

Words: 9388 - Pages: 38

Premium Essay

Consumer Behavior

...Consumer Behaviour Contents 1. Nature, Scope and Importance of consumer behaviour. 2. Consumer Research. 3. Consumer Learning 4. Consumer Perception 5. Consumer Involvement 6. Attitude, Culture, Lifestyle and Socialism 7. Consumer Motivation 8. Consumer Decision Making 9. Consumerism 1. Nature Scope and Importance of Consumer behaviour. :  Consumer behaviour is defined as “The dynamic interaction of affect and cognition, behaviour and the environment b which human beings conduct the exchange aspects of lives”. IT means that the buying habits of the consumer are greatly affected by their thought process and their feelings experienced. Human beings are greatly influenced in their buying actions by various factors like opinion of others, marketing stimuli like product, advertising, packaging and product appearance. Importance of Consumer behaviour:  • Ever increasing intensifying competition. • More aggressive competitors emerging with greater frequency. • Changes basis of competition. • Geographic sources of competition are becoming wider. • Niche attacks are becoming frequent. • Pace of innovation is rapid. • Price competition becoming more aggressive • Product differentiation is declining. As a principal, the marketing concept involves understanding the needs of the consumers and translating these needs into products or services to satisfy these needs. The basic objective in marketing is to achieve the goal of profit making......

Words: 11201 - Pages: 45