Consumer Behaviour - Assignment Example

One of the peripheral factors that influences the consumer behaviour is the culture as it is imposed on a person by other individuals. The culture is the complex whole that comprises of knowledge, customs, morals, arts, beliefs and other habits and capabilities which are acquired by a person as a society’s member (Voon, 2011). Since there is a difference among various cultures of the countries, marketers have to ensure that they have sufficient information about the perceptions, norms and rituals of a culture so that the goods and services are offered in accordance to the demands of the respective market’s culture.

In today’s dynamic business environment, the marketers have to deal with various challenges especially circumvention of messages that are conflicting, tailoring the marketing activities in ways that are compatible with consumer’s requirements and addressing the behaviour patterns of consumers across varying cultures so that the long-term objectives of customer loyalty can be effectively attained (Mandal, 2012). Although there are many challenges that need to be addressed but the most important ones that impact the consumer behaviour are the culture and psychological factors.

Every promotional campaign will have different influences on people belonging to varying cultures; therefore, the marketers have to ensure that product and brand value are created in accordance with their desired goals so that they can develop a right image in the consumer’s minds. Since the product is the main element of the marketing mix which tends to catch the attention of the customers, only product-based marketing campaign will be insufficient for demonstration of the value that is desired by the consumers; in fact, the marketers will have to develop goods and marketing strategy that takes account of all cultural rituals along with in-depth investigation, analysis and