understand the complexity of cultural factors This is the first of 10 ‘BEST OF THOUGHTS’ selected from more than 200 THOUGHTS published in 2018. Why do people buy what they buy? Why do they buy in the first place? What factors, other than product, price, access, and promotion, influence purchase behaviour? There are two primary […]

understand the complexity of cultural factors This is the first of 10 ‘BEST OF THOUGHTS’ selected from more than 200 THOUGHTS published in 2018. Why do people buy what they buy? Why do they buy in the first place? What factors, other than product, price, access, and promotion, influence purchase behaviour? There are two primary drivers of consumer behaviour – needs and influencers. This THOUGHT addresses the needs and influencers that drive purchase behaviour. Marketing strategies must be developed giving due consideration to each of these factors. Few things influence consumer behaviour more than cultural factors. While demographic factors are important, cultural influencers are even more important. Within this broad category, the influencers include: Overall culture – what the broader society believes is right and wrong, good and bad etc.Sub-culture – religious, racial, sexual orientation, and gender groups within societySocial class – the position that an individual holds, or perceives…