What is Culture and How it Fits With Consumer Behaviour...

Culture in terms of PR is related to "Acquired knowledge that people use to interpret experience and generate social behaviour".

Culture forms Values, creates Attitude and influences Behaviour when it comes to Consumer Behaviour.

It can be related to many factors including Language, Religion and Beliefs, Food, Rituals and many more!

During the lecture in Week 10 of the Consumer Behaviour unit, it made me think of the holiday I took to the Dominican Republic last summer. I started to think about how different the Culture is out there compared to here in the UK.

Some examples include the types of music they listen to (Latino Pop), Language (Spanish) and how the people are very loud and friendly. Even the weather is so much hotter! In the UK although we are a multi-cultural society, it isn't as friendly as what I've experienced during that holiday in the DR. It rains alot here and we don't tend to listen to Latino Pop also.

As you can see, there is a clear difference between the two countries and how their Cultures are. What this means is that when companies want to pick up behaviours and buying habits of their audience, they will look at Culture also to help them consider certain choices.

An example of this is an umbrella. You wouldn't want to sell an umbrella in the Dominican Republic but you might want to in the UK because of the amount of rain we get here.

When Justin Bieber and Luis Fonsi released their song 'Despacito', they would've promoted the song more in countries who listen to that type of music like the DR. But even despite that, it sold very well here.

What are your views on Culture in terms of Consumer Behaviour?

References:

Solent Online Learning, Week 11 Global Culture PPT, By Lynsey Watt