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Cultural Influences on Consumer Behavior

The document explores how cultural influences, particularly individualistic versus collectivistic thinking styles, shape consumer behavior and decision-making. It highlights that holistic thinkers prioritize social context and community values, while analytic thinkers focus on product attributes and personal benefits. A role play scenario illustrates these concepts through a sneaker purchase in a collectivistic culture, emphasizing the importance of family and friends' opinions in the decision-making process.

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Ravi Shrestha
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1 views7 pages

Cultural Influences on Consumer Behavior

The document explores how cultural influences, particularly individualistic versus collectivistic thinking styles, shape consumer behavior and decision-making. It highlights that holistic thinkers prioritize social context and community values, while analytic thinkers focus on product attributes and personal benefits. A role play scenario illustrates these concepts through a sneaker purchase in a collectivistic culture, emphasizing the importance of family and friends' opinions in the decision-making process.

Uploaded by

Ravi Shrestha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Cultural Influences

on Consumer
Behavior
Analyzing Cultural Thinking Styles
in Consumer Decision-Making
How culture shapes the
What Does the
consumer journey?
Article
Fundamentally
Seek to Focus: Comparing
Address? individualistic (e.g., U.S.)
and collectivistic (e.g.,
China, India) cultures
Consumers' Different Thinking
Styles
• Analytic Thinking
(Individualistic Cultures):
- Focus on specific product
attributes, independent decision-
making.

• Holistic Thinking (Collectivistic


Cultures):
- Emphasize social context,
interconnected decision-making.
Impact on Consumer
Behavior
Holistic Thinkers: Prioritize social
norms, group identity, and word-of-
mouth. They favor products that
promote harmony or reflect their
community’s values.

Analytic Thinkers: Focus on product


features, personal benefits, and ads
highlighting uniqueness or self-
expression.
How Does Thinking Style Affect
Price Perception?
Holistic Thinkers Analytical thinkers
How Does Analytic thinkers
focus on technical
Thinking specifications.

Style Affect
Product Holistic thinkers
consider brand
Evaluation? reputation and
social perception.
Role Play
Scenario: Buying Sneakers in a Collectivistic Culture (e.g., Nepal)
Characters:
Rojina (Buyer): A young professional who values family and friends' opinions.
Hassan (Seller): A friendly and trusted shop owner who values long-term relationships.
Sunita (Friend): Rojina’s close friend who helps in decision-making.
1. Product:
• Hassan (Seller): "Namaste, Rojina! Welcome back. Are you looking for new sneakers today?"
• Rojina (Buyer): "Yes, Hassan bhai. I need a comfortable and stylish pair for daily wear. But I want something my sister will also like. We often share our shoes."
• Hassan: "I understand! These sneakers are trendy and comfortable. Many people in our community love this brand because they last long and look great."
2. Price:
• Rojina: "The price is important. I need to make sure it’s worth it. My family always discusses big purchases together."
• Hassan: "I completely understand. Since you’re a loyal customer, I can offer you a special price. Many people buy in pairs for family members, and I can give you a
discount if you take two!"
3. Place:
• Sunita: "Rojina, we should buy from here. Hassan bhai's shop is well-known, and my cousin got her sneakers from here too."
• Rojina: "Yes, I trust this shop. My brother also recommended it because of the quality."
4. Promotion:
• Hassan: "This week, we have a special offer—buy one and get 10% off on the second pair. Many sisters and friends buy together to save money."
• Rojina: "That sounds perfect! Maybe my sister and I can match our sneakers."
5. People:
• Rojina: "Sunita, what do you think? Do these sneakers look good on me?"
• Sunita: "Yes! But let’s send a photo to our group chat. Our friends will help us decide!"
• Hassan: "Good idea! Many of my customers ask their family before buying. It’s always good to get a second opinion."
6. Process:
• Rojina: "If my sister doesn’t like them, can I exchange them?"
• Hassan: "Of course! We have an easy exchange policy. I want you to be happy with your choice."
7. Physical Evidence:
• Hassan: "See the packaging? It’s original, and I only sell high-quality products. You can check our customer reviews—many people from the neighborhood trust our
shop."
• Rojina: "That makes me feel confident. I’ll take this pair!"
Conclusion:
• Rojina buys the sneakers after confirming with her friends and considering her family's opinion. Hassan ensures a smooth experience by building trust and
emphasizing community values, showing how decision-making in a collectivistic culture is influenced by social norms and relationships.

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