Consumer Behaviors:Journal Analysis

by:

Aulia

Journal Title : The Impact of Cultural Factors on the

Consumer Buying Behaviors Examined through an Empirical Study.

Authors : 1. Dr. Durmaz Yakup 2. Dr. Chelik Mucalt 3. ORUC Reyhan

Background • Consumer Behavior, Consumption, Consumer, • Consumption is not only a process due to fulfill human needs,

but also an evolving process of marketing. There are many aspects like consumer, marketer or goods may play important role in the process of marketing/ consumption.

• Culture is the fundamental cause of one's desires and behaviors.

we should know the characteristic of culture that play a big role in consumer buying behavior.

Effect of culture to CB

• International marketer must overcome the large cultural diversity.

• One element that make culture is belief. Belief in a community show similarity. e.g. : Japanese myth about number 4 in

unlucky. Marketer shouldn’t give any symbol or price

with number 4.

Effect of subculture to CB

• Geographical regions and religions are essential in the formation of sub – culture.

• It is important to know the characteristic of SC in creating the marketing mix price, brand name identification, promotional activities, and product positioning.

Effect of Social Class to CB

• Social class pronounce preference in clothing, fig, home furnishing, entertainment and gaming activities with certain product/ brand.

• Some marketer are focusing their efforts on only one social class.

Research Problem

This study tried to investigate on how cultural factor has big impact on consumer buying

behaviors (especially in Turkey)

Objective

• Outline the major of cultural characteristic affecting costumer behavior.

• Understanding the market demands.

Literature Review

Research Method

• “ Funnel Technique “ Quantitative research

• Sampling throughout Turkey’s provinces

• Questionnaire were distributed respondents 1286 people.

The first question

“Do you generally like shopping? “

- 537 people (41,8%) had enjoyed shopping much,

- 316 people( 24,6%) much, - 274 people ( 21,3%) is less like, - 111 people ( 8,6%) did not like, and - 48 people ( 3.7%) did not like at all.

Finding

The second question “Who generally does shopping?”

- 331 (25.8%) father, - 304 (23.7 % ) parents - 283 (22.1 %) all together - 168 ( 13.1% ) the mother - 33 (2.6%) children - 162 (12.6) others.

Third question “Approval that environment or friend is the important influencer to select the product “

- 440 people (34,5%) environment and their friends is the most important criteria in buying goods and services,

- 393 people (30.8%)seem to enjoy that, - 226 persons (17.7%) seem not to enjoy that - 189 people (14.8%) never enjoy that.

Fourth question “Are culture, belief, tradition the most important factor to goods /product selection? “

- 569 people (44.6%)faith, culture and tradition are certainly the most important criteria in buying goods and services, about

- 539 people (42.2%) also agree, - for 101 people (7.9%) not, - 41 persons (3.2%) had mentioned certainly not. According to these results that can be said that for the

majority of survey respondents (approximately 86%), belief, culture and tradition become the most important factor.

Conclusion

• Today’s consumer prefer the places with satisfy them with every aspect.

• By buying goods and services, culture, beliefs and traditions take an important position (86.8% ), while the environment, friends and social groups stated ( 48.6% ). In this case the impact of cultural factors means a lot.

• Culture Factor should be a good strategy of marketing.

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THANK YOU Sources:

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