3.4 : 소비자 결정 과정에 영향을 미치는 요인 - 문화

Culture includes shared values, beliefs, customs, and practices learned from society, family, and social institutions.

These elements shape customers' perceptions, preferences, and behaviors, significantly influencing their purchase decisions.

For example, luxury goods will be in more demand in status-conscious cultures compared to cultures valuing modesty.

Culture varies across countries, within countries in subcultures and social classes. 

Within the country's culture, marketers must be mindful of commonly held values and traditions, including languages, religions, social norms, gender roles, clothing, colors, and food preferences.

Subcultures, like Hispanic and Asian communities, youth cultures, and religious sects, are distinct groups within a culture. Shared traits like ethnicity, age, common interests, unique practices, and traditions can influence their product preferences.

Social class is a hierarchical subcultural grouping of individuals determined by income, education, occupation, and status. This classification influences lifestyles and behaviors, subsequently affecting their buying decisions.

Marketers must consider these diverse cultural norms to avoid unintended offense or misinterpretation.