1.
1 Introduction
Culture is a complex system of shared beliefs, values, norms, and practices that shape the
behavior of individuals within a society. Understanding the characteristics of culture is
essential for analyzing consumer buying behavior, as these cultural elements influence how
consumers perceive products, make purchasing decisions, and interact with brands. The
following essay looks into six key characteristics of culture, which are; learned, shared,
dynamic, integrated, symbolic, and adaptive.
2.1 Key definitions
Culture - The collective programming of the mind that distinguishes the members of one
group or category from another (Hofstede, 2001).
Consumer Buying Behavior - The decision processes and acts of individuals in purchasing
and using products (Schiffman & Kanuk, 2010).
3.1 Preface
Geert Hofstede defined culture as the collective programming of the mind that distinguishes
the members of one group of a society from another (Hofstede 2001). It shapes how
individuals think, behave and engage with their environment. Culture is not merely a static
set of traditions but a dynamic feature that evolves over time reflecting how humans adapt
their way of life to the environment. It can be learned through interactions, observation,
association and technological advancements. There is also transmission of culture through
symbols, values, beliefs and behaviours by the society, family and friends (Hall 1973).
Culture is reinforced through various channels that integrate the similarities and differences
of culture thereby shaping individual and societal behaviours. The following account looks
into the diversities of culture and how it shapes behaviours.
3.1 .1 Culture is learned
Culture is not innate; it develops through societal interactions that shape the behaviors of the
members of that society. It provides some guidelines of what is acceptable or disregarded by that
society and even gives the sense that behavior attracts consequences.
According to Pavlov's theory of classical conditioning, behaviors can be acquired through
associations (Pavlov, 1927). He speaks of how environmental stimulus and naturally occurring
stimulus influence behavior. In this instance people learn through observation and experience
which naturally triggers some involuntary reaction when one is exposed to familiar conditions. In
consumer behavior, this can be seen in how individuals associate specific brands with certain
emotions or experiences. For instance, a consumer may develop a preference for a particular
beverage brand due to positive childhood memories associated with it, illustrating how learned
cultural experiences influence purchasing decisions.
Marketers leverage on this knowledge of consumer behavior by ensuring that they stick to
known logos, use consistent messaging and advertise their products with messaging that
resonates with their target audience in a way that they will be able to trigger spontaneous
recovery of a memory or emotion which will in turn lead to the acquisition of their products. The
theory also shows the significance of repeat advertising and merchandising so that there is a
continuous cycle that leads to information retention and retrieval when exposed to familiar
stimuli. Therefore, consumers develop cultures of buying through learning from experiences.
3.1.2 Culture is shared
Kroeber and Parsons (1958) described culture as transmitted and created content and patterns of
values, ideas and other symbolic meaningful systems that shape human behavior. Culture is
shared among members of a society, creating a collective identity. Maslow's hierarchy of needs
emphasizes the importance of belongingness and social connections (Maslow, 1943). In
consumer behavior, this shared culture significantly impacts group purchases, such as family
decisions about home appliances. Families often consider the shared values and lifestyles that
define their community, which can lead to preferences for specific brands that resonate with their
cultural identity.
Family circles often succeed in teaching new behaviors and discouraging unwanted ones.
Marketers can leverage on the influence of family to penetrate new markets or market new
products. The shared recommendations will in turn yield into a shared buying culture that can be
shared from generation to generation.
3.1.3Culture is dynamic
Culture is not static; it changes over time. B.F. Skinner's operant conditioning theory suggests
that behavior is influenced by its consequences, leading to adaptations in cultural norms
(Skinner, 1953).People can adapt their behavior when new information is introduced even if that
behavior was established through over a period of time. The attractiveness of new possibilities
could be the driving factor but if they manage to get the anticipated satisfaction, then that buying
behavior is likely to be repeated and a change in culture is implemented. For example, the rise of
digital technology has transformed consumer behavior, as cultural shifts towards online shopping
have led brands to adapt their marketing strategies. This dynamic nature of culture highlights
how consumer preferences can change in response to technological advancements and societal
trends.
3.1.4 Culture is integrated and interconnected
Culture is an integrated system, where various elements, such as values, beliefs, and customs,
interact cohesively. J.B. Watson’s behaviorism posits that human behavior can be understood
through observable actions and their interactions with the environment (Watson, 1913). In
consumer buying behavior, integrated cultural elements can be seen when consumers choose
products that reflect their values—such as organic or sustainably sourced items—indicating how
cultural integration influences market trends.
3.1.5 Culture is manmade
Culture develops through interactions of people and their creativity. A combination of human
experiences and choices has defined the rituals, symbols and norms that they follow to formulate
a culture. The fact that culture is manmade is extended into measurable and tangible cues that
then hold a special place and value in a person’s life it is then incorporated into a behavior
pattern. BF Skinner’s theory of radical behavior shapes how people behave bearing in mind the
consequence or desired outcome of a behavior. Negative stimuli can be used to influence how
people behave to achieve a desired outcome. Marketers can utilise stimulus such as emotional
appeal and persuasion to provoke consumers into buying.
Culture is also rich in symbols, which communicate meanings and values. Symbols, such as
logos and brand names, can evoke strong emotional responses. Marketers then leverage on that
knowledge to create lasting impressions that provoke a positive response. For instance, the Delta
beverages logo symbolizes strength, innovation and quality, which resonates with consumers
seeking dominance and quality. This symbolic aspect of culture affects consumer choices, as
brands leverage cultural symbols to create strong associations in the minds of consumers.
3.1.6 Culture is adaptive
Culture is adaptive, it responds to changes in the environment such as technological, economic,
social and legal. This adaptability can be observed in consumer behavior, particularly in the
context of globalization. As brands expand into new markets, they often modify their products
and marketing strategies to align with local cultural values. For example, McDonald’s adapts its
menu items in different countries to reflect local tastes, in Zimbabwe their menu includes sadza,
demonstrating how adaptive cultural characteristics influence global consumer strategies.
4.1 Conclusion
Understanding the characteristics of culture; learned, shared, dynamic, integrated, symbolic, and
adaptive -is crucial for analysing consumer buying behavior. Each characteristic plays a
significant role in shaping how consumers perceive and interact with products and brands. As
cultural contexts evolve, so do consumer preferences, making it essential for marketers to remain
attuned to these cultural dynamics. By recognizing and leveraging these characteristics,
businesses can better align their strategies with the cultural values of their target audiences,
ultimately enhancing their success in the marketplace.
References
- Hofstede, G. (2001). *Culture's Consequences: Comparing Values, Behaviors, Institutions, and
Organizations Across Nations*. Sage Publications.
- Maslow, A. H. (1943). "A Theory of Human Motivation." *Psychological Review*, 50(4), 370-
396.
- Pavlov, I. P. (1927). *Conditioned Reflexes: An Investigation of the Physiological Activity of
the Cerebral Cortex*. Oxford University Press.
- Schiffman, L. G., & Kanuk, L. L. (2010). *Consumer Behavior*. Pearson Education.
- Skinner, B. F. (1953). *Science and Human Behavior*. Macmillan.
- Watson, J. B. (1913). "Psychology as the Behaviorist Views It." *Psychological Review*,
20(2), 158-177.
