THE INFLUENCE OF CULTURAL FACTORS ON CONSUMER …

1 British Journal of Marketing Studies , , , September 2016 Published by European Centre for Research Training and Development UK ( ) 45 ISSN 2053-4043(Print), ISSN 2053-4051(Online) THE INFLUENCE OF CULTURAL FACTORS ON CONSUMER buying BEHAVIOUR (A CASE STUDY OF PORK) Dr. Akpan, Sunday John Department of Marketing, The Federal Polytechnic, Ado-Ekiti, Ekiti-State, Nigeria ABSTRACT: CULTURAL FACTORS are examined to see how they affect the purchase of pork in Nigeria. Data for the study are obtained through structured questionnaire administered by the researcher and some research assistants. A total of 82 questionnaires are administered out of which 70 are duly filled and returned. Tools used for statistical analysis include Statistical Package for Social Sciences.

2 SPSS 17, Microsoft Excel (2015), Multiple Regression Analysis and Relative Important Index (RII). Findings reveal that CULTURAL variables exert significant influences on the purchase and consumption of pork. The study also found that aside from the CULTURAL FACTORS , age and income also affect the quantity of pork purchased and consumed. Based on these findings the study concludes that CULTURAL FACTORS , age and income INFLUENCE the quantity of pork purchased and consumed. The study then recommends that these FACTORS should not be taken for granted; rather they should be identified and studied since purchase and consumption of pork are based on them. KEYWORDS: CULTURAL FACTORS , buying Behaviour, Pork, Age, Income. INTRODUCTION Culture and consumption have had an unprecedented relationship in modern world (HemaPatil and Bblakkapa, 2012).

3 They further argue that given this relationship and the fact that the world economy is becoming increasingly cross- CULTURAL , an understanding of how culture influences CONSUMER behaviour by marketers will be crucial, more so that culture is a powerful force in regulating human behaviour. Booth and Shepherd in Koutroulou and Tsourgiannis (2011) observed that CULTURAL and economic FACTORS , CONSUMER s personality, attitudes, values and emotions affect consumers decision making process regarding food , Speiers, Gundala and Singh (2014), noted that CONSUMER behaviour is influenced and motivated by FACTORS such as culture, personality, lifestyle, income, attitudes, motivators, feelings, knowledge, ethnicity, family, values, available resources, opinions, experiences, peer groups and other groups.

4 Speaking in the same vein, Sethi and C hawla (2014) added that certain FACTORS - the buyers characteristics, psychological FACTORS as well as social and CULTURAL FACTORS INFLUENCE the buying process of consumers. Culture, subculture and social class are known to have profound influences on people behaviour because they are powerful drivers in the formation of attitudes, beliefs and values (Blythe, 2008). British Journal of Marketing Studies , , , September 2016 Published by European Centre for Research Training and Development UK ( ) 46 ISSN 2053-4043(Print), ISSN 2053-4051(Online) Similarly, Kotler and Armstrong (2013) observed that people in a particular society hold certain beliefs and values which tend to resist change. This explains why certain consumption behaviour is hard to change once developed.

5 Pork is regarded as a sacred product in many cultures and religions. Sacred consumption according to Solomon (2011), occurs when certain objects and events are set apart from normal activities and treated with respect are consumed. This status of pork impinges on its marketing and consumption. Anyanwu (1993) observes that Muslims community does not eat pork meat on religious ground, adding that any company attempting to change this attitude will fail. He however, advises companies wishing to succeed in this community to bear this in mind and to direct the production and sale of other goods which will appeal to them. Other FACTORS likely to impact on the marketing and consumption of pork are income, age and stage in life-cycle of the CONSUMER .

6 Kotler and Armstrong (2013) noted that people change the goods and services they buy over their lifetimes, adding that taste in food, clothes, furniture and recreation are often age-related. The implication of this is that as people grow older, their demand and consumption of meat decline. Statement of the Problem Culture, subculture and social class are known to have very important INFLUENCE on buying behaviour. In supporting this view, Kotler (2001), argues that culture is the most fundamental determinant of a person s wants and behaviour. He further contends that culture exerts the broadest and deepest INFLUENCE on buying behaviour. The purpose of this study therefore is to evaluate these assertions on the purchase and consumption of pork in Nigeria.

7 REVIEW OF RELATED LITERATURE CULTURAL Concept The concept of culture can be viewed as that which guides and directs human behaviour in a given context. Kotler, Bowen and Makens (2010) view culture as the most basic determinant of a person wants and behaviour. They outline the composition of culture to include values, perceptions, wants and behaviours that a person learns continuously in a society. CONSUMER buying Behaviour Cochran (2006) cited in Durmaz (2014) argues that the customer is the sole reason for organization existence. His/her buying decision depicts how well a company s marketing strategy fits market demand. Thus, marketing begins and ends with them (Furayi, Latusyriska and Wawrzymiak, 2012).

8 Font-i-furnols and Guerrero (2014), believe that since consumers are the last step in the production chain, meeting their expectations is an important part of their satisfaction and shopping behaviour. Khaniwale (2015), on his part views CONSUMER buying behaviour as involving the study of individuals and the method they employ to choose, utilize and set out products and services to fulfill their wants and the effect these methods have on the CONSUMER and society as a whole. It includes all the thoughts, feelings and actions that an individual has or takes before or while British Journal of Marketing Studies , , , September 2016 Published by European Centre for Research Training and Development UK ( ) 47 ISSN 2053-4043(Print), ISSN 2053-4051(Online) buying a product, service or idea as well as answers such questions as what, why, how, when and where an individual makes purchase.

9 He is also of the opinion that since culture encompasses every aspect of life including the thought, behaviour, practices, technology, rituals, norms, language, believes, ethics, lifestyle, institution, and art of any group of individuals. Individuals differing in CULTURAL background may have different views about a particular product or service, though they may have preference for products or services which suite their culture. CULTURAL FACTORS and buying Behaviour Solomon (2011) sees CONSUMER behaviour as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires. Firms and organizations rely on CONSUMER behaviour knowledge to forecast CONSUMER needs and desires.

10 Rani (2014), identifies CULTURAL , social, personal and psychological FACTORS as the four major influences on CONSUMER s buying behaviour, adding that these FACTORS cause consumers to develop product and brand preferences. Although he notes that these FACTORS are not directly controlled by marketers, he advises them to have a better understanding of them as this will help them to develop marketing mix strategies that can appeal to the preferences of their target markets. Durmaz, Celik and Oruc (2011) identify success in international market to include ability to overcome the large CULTURAL and economic boundaries to improve not only the worldwide competition in the market but also the different traditional beliefs, preferences, habits and customs that are needed to be understood.