ASSESSMENT OF THE SOCIO CULTURAL DIFFERENCES AND THEIR IMPACT ON BRAND PERCEPTION

ASSESSMENT OF THE SOCIO CULTURAL DIFFERENCES AND THEIR IMPACT ON BRAND PERCEPTION

EXCERPT FROM THE STUDY

Consumer behavior theorists argue that a society's consumption habits (food, clothes, personal hygiene, giving, and so on) are influenced by its culture (Schiffman, Wisenbilt & Kumar, 2016). Enculturation is the process through which individuals of a community or culture acquire their common ideas, customs, and fundamental values. Even well-known and established brands may fail in a market if they are positioned against the culture and people's perception, as Kumar and Murthy (1996) demonstrate, when they are rejected by the public. As a result, sociocultural factors such as belief, occupation, culture, family size, social class, religion, attitude, and others have been identified in the consumer behavior literature as important factors that marketers must address in order to enter, compete, and survive in any given market segment. Observation shows that consumer attitudes have shifted toward the purchase and use of continental goods rather than locally oriented ones. Consumers' lives, which include their occupations and exposure, as well as family size as a consequence of learning and other connected problems, all lead to a disparity in consumer goods consumption. This research aims to provide/consider some of the imminent socio-cultural variables and their impact on customer perceptions of brands.

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