Cultural Influences On Consumer Behavior - 4557 Words

Executive Summary Demographic Subcultures Consumers identify with many groups that share common characteristics and identities. These groups that exist within a society are subcultures, and affiliation with them often gives marketers a valuable clue about individuals’ consumption decisions. An important part of the identity of these subcultures is clothing. Consumers’ feelings about their overall economic prospects, as well as the state of mind consumers have about their own personal situation, otherwise known as consumer confidence, helps to determine whether they will save their money, purchase goods and services, or take on debt. Cultural Influences on Consumer Behavior Because a consumer’s culture exerts such a big influence on his†¦show more content†¦A consumer’s lifestyle refers to how his or her tastes and values are reflected by consumption choices and how he or she chooses to spend money and time. Communicative and Symbolic Nature of Fashion Fashion reflects how people define themselves as well as our society and our culture. It is responsible for consumers changing their furniture, cars, wardrobes, and music. It is important to keep in mind that fashion processes affect all types of cultural phenomena, including all types of products, not just clothing and accessories. Celebrity Endorsements in Fashion For celebrity campaigns to be effective, the endorser must have a clear and popular image. In addition, the celebrity’s image and that of the product he or she endorses should be similar, researchers refer to this as the match-up hypothesis. Online Consumer Behavior The Internet is transforming the way consumers interact with companies and with each other. Online commerce allows us to locate obscure products from around the world, and consumption communities provide forums for people to share opinions and product recommendations. The benefits are accompanied by potential problems, including the loss of privacy. Social Media in Fashion and Trends The explosion of social media in fashion has transformed the industry s branding and fan base. Nowadays, the public can watch fashion shows streamed live at home. It is now possible to