Critical report 5.docx - Camlia Chiguer Critical report...

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Camélia Chiguer Critical report: Consumer’s behavior and culture Most aspects of consumer behavior are culture-related. In spite of globalization taking over more and more aspects of people’s everyday life, a consumer will go though a different decision-making process when purchasing. First, what is culture? Oxford defines it as “The ideas, customs, and social behavior of a particular people or society”. Even though western marketers tend to focus more on standardized strategies – assuming their values are shared by the entire world – it is in fact crucial to take into account the differences in cultures in every market place. Indeed, culture plays a tremendous part in the purchasing thought process of customers, and understanding their culture means understanding what tool can motivate them to buy a specific product (or on the contrary, keep them from doing so). Historically, cultures have been thought to correlate with the nationality of the consumer. Though it might have been true in the past, this way of thinking in not pertinent anymore. In their article “Multicultural Marketplaces” , C. Demangeot, A.J. Broderick and C.S. Craig suggest that marketplaces are evolving, and thus, a consumer’s ethnicity is no longer the only variant that guides their choices. The notion of ‘Nation states’ is losing relevance when studying international marketing. Instead, ‘imagined
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