How Culture Plays a Part in Consumer Behavior

Living in the world where there are multitude of humans throughout the world eventually led to the fact that there are huge varieties of race, culture, language and religions, which would inevitably constitute the existence of upsides and downsides in the society. Not only there is the possibility of having some barriers as one of the cons of having quite a number of culture in the world, but also the chance of several advancement on things which started by the cross-culture matter, which is deemed as a good thing. Be that as it may, given the fact that there are numerous cultures throughout the world, apparently, this would unavoidably lead to quite a number of adjustments and adaptations, merely for the benefits of the society as a whole.

Being divergent, on the one hand, neither would it be considered as entirely bad, nor entirely positive. Reason being, there would be several facts to face whose existences were present due to the differences existed amongst the involved parties, should the interest is being put in business world and perspectives. Nevertheless, there are countless number of fields in business that would be affected due to the existence of this diversity issue, however, the main highlight is being given to marketing. In marketing, notwithstanding, the variousness itself would eventually lead to the event where the way the marketing and business are conducted being affected, causing the alterations that could either bring about positivity or negativity to the people as well.

Putting things aside, in marketing field itself, the diversity which then caused the cross-culture amongst the people would affect the attitude of the people towards the goods which are created overseas. The attitude, moreover, could either be positive, neutral or negative. As discussed on TutorialsPoint (2017), there is the cross-cultural consumer behavior analysis, which in short, is saying somewhat regarding the effort to determine to what extent that the consumers of two or more nations are considered as either similar or different. On the other hand, the attitude of the consumers towards the goods would eventually affect the success of the brands itself, which consists of a belief that the success of marketing overseas would be affected by beliefs, values and cultures. With that being said, choosing an appropriate strategy and studying the market when getting into foreign markets would be crucial.

On the other hand, as per the byword of Hofstede (1997) in his book regarding an in-depth and more detailed analysis on potential occurences of actual interaction amongst culture and consumer behavior, for which, in brief, there was the quite interesting analogy of the main essential of culture itself, which was referred as “the collective programming of the mind, which distinguishes the members of one group or  category of people from another”, hence the main idea of triggering of the uniqueness of each people due to this particular point. Hofstede, in addition, added that the researchers who used an etic approach in cross-cultural consumer research would generally look for either universal or culture-free theories and concepts. Furthermore, the analysts would try to find the existence of variables, as well as the construction of common tendencies to all cultures that could be compared directly for the sake of the discovery on how those cultures are either different from or similar to each other. In short, Hofstede mentioned that this particular approach is indeed typical when it comes to cross-cultural psychology and other comparative social sciences.

From the essentials found, the writer, however, believed that there is the highest probability that the cross-culture matter should be taken into account, given the fact that they indeed play a significantly crucial part on developing the behavior of the consumers, which would inevitably affect the way the business is being run, despite its potential negative effects on how people set their mindsets towards things when carrying the certain mentality into the society, let alone the bigger effect from the spread of words through the mouths of the people, hence a further analysis and never-ending studies on the relationships between consumer behavior and cross-culture are ought to be conducted merely for the sake of better preparation and counteraction should anything goes in such an unexpected manner.

To conclude, the cross-culture created a dilemma amongst the people from different countries with varying cultures, hence it would inevitably lead to quite a variety of consumer behavior as well, which would increase the challenge and the business opportunities around the world. Thus, choosing an appropriate strategy and studying the market when entering foreign market would be necessary, merely for the sake of self-sustaining.


Reference List

Hofstede, G. (1997), Cultures and Organizations : Software of the Mind, New York: McGraw-Hill, p.5.

TutorialsPoint. (2017). Consumer Behavior Cross-Culture. [online] Available at: [Accessed 14 Jun. 2017]


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