A STUDY ON EFFECTIVENESS OF CULTURAL DIMENSIONS ON CONSUMER BEHAVIOR
Author(s):
Dr. Rupa Shah
Keywords:
Culture; advertisers; Challenges and opportunities, Indian Initiatives
Abstract
Culture has many dimensions and does not mean only the nation or a country. There can be many cultures within the same city, there will be many diversities. People with the same characteristics tend to have the same culture. Cultural thoughts and values change due to the trends of advertising. Investigating cultural differences connected with male/female gender may help both researchers and advertisers better comprehend cultural effects. Advertisements are influencing the consumers behavior when it comes on choosing brands. This behavior is a result of many influences of a culture somebody has grown up with. The effect of advertising may have a positive or a negative effect depending upon what to adapt and how much to adapt. In India culture does influence our advertisers because the ads that are made are done keeping into mind the gender, age difference, society, effects of sudden changes in the trends etc. Trends in a society is not constant and keep on varying with competition and western impact. We try to adapt to the West but also want to be stringent with its applications as it may have a negative effect in the minds of the society. One of the most discussed issues on advertising is if it is doable to convince consumers in different markets with the same advertising message. When planning an advertising campaign it is significant to know if consumers will respond positively or if the advertising message should be adapted in order to represent the local culture. Moreover, advertising is frequently used as reflection of the cultural values. Therefore, they try to be appealing to the values that are supported by the target group. If it is not, then there is a risk that the consumer will not be able to relate to the product.
Article Details
Unique Paper ID: 156105

Publication Volume & Issue: Volume 9, Issue 2

Page(s): 896 - 899
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