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THE INFLUENCE OF CULTURE IN CONSUMERS BUYING BEHAVIOR

CHAPTER ONE

1.0  INTRODUCTION

Marketing unlike any other social sciences is entirely concerned with the need and want of people severally and individually. Although different customers belongs to the same market segment. They don not have alike to the characteristics of the product and services would not appeal to then in the degree. Just as income taste an other factors in liness the demand for products, sooth behavior of consumer are influenced by socio-economic and cultural factors.

The use of marketing research method can only determine the socio-cultural factors and increase which will then in places in situation to effective market his product or services. The cultural of individual are aggressive marketing has can be taken care of many ethics group in Nigeria tend to influence the decision of many customers and consumes behavior is constantly being attached by cultures.

What is culture and what effect does it have in consumers buying behavior?

Many school of thought have given society culture according to E.B. Tailore is that compare while whid are include knowledge belief art, low moral customs etc of society looking at this definition, we can refer culture to be our special heritages which has been passing from be accepted as our mode of life. Also David in his write up, or social class influence upon learning look at culture as something in the general sense which the human being exhibit in confronting with his family, his church and other hence groups. This goes to prove that culture has immense influence on these economic decision made by individual either as personal consumers or when they may be acting for an organization interaction takes please between a man and his environment. He is affected by the society of which he is a member in other to understand people behavior, the knowledge of the influence of cultural norms and values are essential. How do cultural influences affects motives branch understanding attitudes and intention to purchase the above definition has to create binds people together and characteristics its specific way of life culture neither grow life a plant nor can it be destroyed by an earthquake.

Culture has a great impact in consumers buying behavior and consumption habits which are part and parcel of the behavior pattern of individuals and deeply affected by the prevailing culture of the society in which people live every society develops different culture life.

Every society culture which reflect many parts of human behavior that have been learned and accepted by group of people and these form part of their mode of life. In Nigeria today, we have culture differences that distinguishes the from every other  group and mode of buying differs from one local market to the other. The way an Ibo man approaches a product in the market square is quite different that distinguishes them from every other groups and mode of buying differs from one local market to the other from a Yoruba max the different in behavior came as a result of different culture backgrounds, sub cultures also play important role abgroups in a society may be based on the cultural tradition emanating from ethics, religions and social sources such culture is vital from marketer because and services demanded by the members whatsoever may have the case culture entirely brings about change in society knowledge of culture helps the marketers to determines, colours labeling , packaging and branding the individual environment which their custom tradition value and norm permit them to accept.

1.1  BACKGROUND OF THE STUDY

Cultural factors have a significant impact on consumers behavior culture is the most basic course of a person want and behavior. Growing up, the children of Obiangwu Ngor – Okpala learn basic value, perception and want from the family and other important group. Marketing are always trying to spot cultural shift which might point to new products that might be wanted by customers or to increased demand for example the cultural shifts towards greater concern about health and fitness has created opportunities serving consumers of Obiangwu Ngor people to buy.

-             Calore foods

-             Health club membership

-             Exercise equipment

-             Activity of health – related holidays.

Each culture contains sub culture groups of people with share values. Sub culture can include nationalities religions, racial groups, or group of people sharing the same geographical location. Sometimes a sub culture will create a substantial and definitive market segment of its own. For example the “youth culture or club culture” has quite distinct value and buying characteristic from the much older “gray generation”.

1.2  STATEMENT OF THE PROBLEM

       This research work is basically carried out for the purpose of solving some unexpected impediment in this research work on the influence of culture buying behavior in Obiangwu in Ngor/Okpala local government area, the are or contraction include these variables.

1.          The influence of religion to consumers buying decision.

2.          Influence of references group into buying decision.

3.          The influence of education on consumers buying behavior.

4.          The influence of family consumers buying behavior.

5.          The influence of other variable like role and status to consumers buying behavior.

6.          Other variable like role and status, which comes under culture, exert influence on consumers or help them to make choice when they want to buy certain things those variables would be treated differently to find how much they can influence individuals activities towards buying general this deals with finding how. Culture affect our life.

1.3  OBJECTIVES OF THE STUDY

       The objectives of this study aims at determining the extent to which marketing organization related and interact with the cultural different, consumers in or either to produce that will satisfy their needs. Also the purpose of this study is to be enable marketers know the theory of buying behavior. To ascertain if culture has buyers behavior to what extend and how best to take advantages of that consumers in Obiangwu, Ngor/Okpala local government are will be based on the area of cultural factors like social groups, role and status religion and other to ascertain the influence in consumers attitude from buying behavior. Other purpose for the study include consider culture when making important marketing decision.

1.4  RESEARCH QUESTION

1.  Do you think culture can influence the buying decision of consumers?

2.  Do you think that reference group can influence buying behavior?

3.  Do you think that education can influence the consumers buying behavior?

4.  Do you think that religion can influence the buying behavior of consumers?

1.5  STATEMENT OF HYPOTHESIS

Ho:  culture does not influence the buying behavior of consumers.

Hi:   culture help in buying behavior of consumers.

Ho:  Cultural groups does not play impact in consumer buying behavior.

Hi:   Cultural groups plays impact in consumer buying behavior.

1.6  SIGNIFICANCE OF THE STUDY

The researcher are necessary because it will effort us the opportunity of knowing the area in which culture exert influence on consumers on Obiangwu Ngor – Okpala local government area. This will help the marketers to know why consumers accept or reject their product it will also help the marketers to know of their product is high or low in demand. This research will enable anybody who read through out to identify the are of strength and weakness of cultural influence on the strength and consumers on Obiagwu Nkgor/Okpala local government area.

1.7  SCOPE OF THE STUDY

The research work was undertaken to determined the influence of culture in consumers buying behavior the area covered is Obiangwu in Ngor /Okpala L.G.A of Imo state which was used as case study application of influence of culture in consumer buying behavior was studies in references to Ngor/Okpala L.G.A to ascertain the influence of customers in consumers buying behavior the population sample was drawn from the LGA to ascertain the influence of culture in consumer buying behavior the population on sample as drawn from the LGA to achieve an accurate result.

1.8  LIMITATION OF THE STUDY

The limitation of this work is lack of literature, unavailable for research on the subject matter with reference to Ngor/Okpala situation factors.

Owing to this we have to the problems in trying to extra population conditions that may exist in difference social and cultural background to the one prevailing in Ngwa. Also the way consumers responded to the questionnaires or interview limits the scope of this work.

1.          They find it difficult to cooperate and give sincere answer from the questions in the questionnaires whether filled or blank or in some other cases, these people stay away from questions and visitors because of suspicious and insecurity and for the giving away of some vital information.

2.          Time factors posed great constraints in the process of carrying out this project the topic in questions was not chosen on time, hence time to el all the consumers that are needed for the population of the town study, limited the extent of the research work.

1.10    DEFINITION OF TERMS

1.  Marketing research: Kotler (1997:14) defined marketing research as “the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

2.  Consumers Behavior: Engel Kotler and Blackwell (1996:15) defined consumers behavior as an act of an individual in obtaining and using economic goods and services industry the decision process that proceeded and determine these acts”.

3.  Culture: Kotler (2000:220) defined culture as complex whole that include knowledge, belief art, custom, etc of people in a society.

4.  Marketing: Philip Kotler sees marketing as by man activities undertaken by the firm towards the creation of satisfied customers. Also the activities directed at satisfying though exchanges processes.

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