Cultural Factors

Culture
Culture is an extremely critical and all pervasive influence in our life. “It is a mould in which we are all cast, and it controls our daily lives in many unsuspected ways” (Edward T. Hall-T. Hall-The Silent Language). The study of culture encompasses all aspects of a society such as its religion, knowledge, language, laws, customs, traditions, music, art, technology, work patterns, products, etc. We can understand with the example of curtain and blinds. In many Asian countries curtains are part of their culture. Those countries are still using curtains as part of their window treatment. Which in other countries blinds, roller shades, woven wood shades blinds has taken place of curtains. So, culture is extremely important factor for consumer behavior. All these factors make up the unique, distinctive ‘personality’ of each society. For our purpose of studying consumer behavior, culture can be defined as the sum total of learned beliefs, values and customs which serve to guide and direct the consumer behavior of all members of that society.

1. Formal learning in which parents and elders teach children the proper way to behave; for instance a child may be taught that too many toffees and chocolates are bad for his teeth. This learning may influence his response, both as a child and adult, towards these products.
2. Informal learning in which we learn by imitating the behavior of our parents, friends, or by watching TB and film actors in action;
3. Technical learning in which instructions are given about the specific method by which certain things have to be done such as painting, dancing, singing, etc.

Diffusion of Innovation

Still today we have discussed on some Social factors like reference group, family, roles, status, group norms, etc……In our last post we have discussed on Opinion leaders as a part of reference group. Today we are going to discuss on Diffusion of Innovation which is another factor of the reference group.

Diffusion of Innovation
Opinion leaders are usually innovators. They are always trying out new products and brands, and recommending them to the opinion receivers. The acceptance of new products, brands, and ideas is known as the diffusion of innovation. In a narrow sense, innovation is defined as something new or modified which has a relative advantage over the existing products, brands, and ideas is known as the diffusion of innovation. In a narrow sense, innovation is defined as something new or modified which has a relative advantage over the exiting products. Marketers are concerned with the pread or diffusion of this innovation which is a two-step process. The first step is the spread of awareness of an innovation from its sources to the consumers. The second step is the individual consumer decision-making process which leads up to the acceptance or rejection of the innovation. We will discuss on cultural and sub culture factors in our next post.