Cultures keep on changing, and marketers need to be aware of cultural changes. Core values are the values that are most pervasive in a society. They must be enduring, and with respect to marketing they must be consumer related so that marketers can use them to understand consumption (Luna and Gupta, 2001, P.50). Culture is manifested by society in different forms and includes heroes, rituals, symbols and cultural values. Values are integral in the expression of culture. This stems from the verity that values are collectively shared by most people in a certain society. One of the noteworthy organizations that have a British heritage and with operations in United Kingdom is the Debenhams. Debenhams has a global presence in more than twenty five nations and operates more than 200 stores across the globe. Debenhams is known for its wide ranging and unique brands that offer an immense deal of gratification to its customers. The corporation has diverse business ranging from clothing wear, electric products, beauty products, as well as health products. This diversification has made Debenhams a market leader with yearly earnings surpassing the ?2 billion mark. To further its operations, Debenhams has embraced the concept of e-commerce through its online presence across nations. The online presence has attracted many online shoppers, ranking the corporation among the largest online retailers in UK. The Company has over the years invested in British design through its portfolio of brands. This paper explores the cultural aspect of consumer behavior evaluating ways in which Debenhams can use them in its marketing mix (About Debenhams, 2013, para2). 1.2 Analysis of Debenhams’ strategy of incorporating culture into its marketing mix The aspect of culture is indispensable in any marketing endeavor as it heavily influences consumer buying behavior. Hofstede; a culture researcher held that culture refers to the social glue that keeps people of a certain group together. Every culture has its manner of doing things, and this is what distinguishes in-group and out-group people. Culture provides a lens through which people shape reality. Culture acts as a reference guide when one intends to take a certain course of action such as buying a product (Luna and Gupta, 2001, p 50). Heroes In every culture, there are some behaviors and attributes that are highly regarded as role models. Individuals who observe and portray those behaviors to society are considered as heroes. One of the strategies that Debenhams uses in assimilating culture into its marketing operation is using such cultural heroes to influence consumer behavior. This is done by associating cultural heroes with certain brands or products (Arnould, Price and Zinkhan, 2005, P.76). Debenhams recently launched an ad campaign starring paralympian amputee Stefanie Reid in an effort to show diversity in its advertising. The campaign also features three models over 40, an elderly lady and a size 18 swimwear model. The company aims to turn the industry standard of young thin models. The company argues that the campaign is a reflection of its customers and demonstrates a broad range of body and beauty ideals. The company spokesman asserted that the company’s customers are not the same size or shape and thus the new look book celebrates diversity. The campaign aims to make people more comfortable with their bodies. This is a move in the direction of showing that beauty is manifested in all forms, different ages, body shapes
Debenhams’ strategy of exploiting the cultural aspect of consumer buying behavior (Name) (Institution) (Course) (Tutor) (Date) Table of Contents Bibliography: 12 1.1 Introduction Culture is the accumulation of a society’s shared meanings, rituals, traditions and norms…
Consumer Psychology and Buying Behaviour. Marketing is an important aspect in our lives. It through marketing that business is certain to thrive all over the world. Without marketing, potential customers are not able to learn about the existence of products and services they miss, and this leads to lack of success in business.
To this end, opponents of censorship normally take defence by arguing that it is a flagrant abuse of the human rights and has no place in society. The term censorship has manifested a pejorative meaning in the liberal western culture (Post, 35). In this regard, proponents of censorship are at times accused of a linguistic error.
Ford Motor Company recently celebrated its 110th birthday and currently maintains the status of fifth largest automaker in the world in terms of total auto sales (Schmitt 2011). Ford sustained revenues of $134.3 billion USD in 2012, supported by the sale of 5.53 million automobiles across the world (Ford Motor Company 2013).
In this paper we will focus on the factors that influence consumer buying behaviour, these factors will be economic factors which include prices of goods, income levels and credit facilities availability, social factors which include reference groups and need satisfaction using Maslow's theory and physiological factors which include emotional attachment.
The number of men between 35 and 54 is expected to reach 40 million by 2000 –up from 32 million in 1990 (Black, 2004).
Cosmetic marketers have never had much success targeting men. Lancome launched a men’s
For instance, the sausage advert has an image of a delicious sausage, which gives a quick and clear visual impression to the viewer. One does not even need to read the words to ascertain what the advert is all about. Learning brings cognitive,
count that the origin of the changes can be traced to the institution of consumer protections, which offered customers a range of protections, including the right of getting informed, the right of safety, the right to be heard and the right to choose. Behind the consumption