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C/M/1336. What is the impact of national culture and sub – cultures on consumer behaviour? How can marketers apply the lessons learned from academic study of culture and consumer behaviour to their marketing campaigns?

WORDS:
2900
DATE:
2010
PRICE:
29.99 GBP

The paper examines the impact of culture on consumer behaviour reviewing definitions of culture and discussing cultural traits relevant to purchase behaviour, i.e. the language and word-of-mouth advertising, symbols and non-verbal signs in advertising, rituals and traditions related to consumer behaviour, cultural aspects of the marketing mix 4Ps, etc. The importance of cultural insights for marketers is highlighted.

 

KEYWORDS: Consumer Behaviour, Culture, Marketing, Advertising,

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