Influence of cultural diversity on consumer buying behavior PDF

INFLUENCE OF CULTURAL DIVERSITY ON CONSUMER BUYING BEHAVIOR IN
UK AND PAKISTAN
Research Question
Why the demand of the consumers is different in UK as compared to Pakistan during the
festivals and events in both the countries?
Literature Review
When it deals with human consumption, it was once an activity that had to be completed for the
duration of one 's life, however today it has become the ultimate objective of one's existence.
Consumption is no longer a process driven by the needs of consumers, but rather an evolving
process driven by the desires of consumers. . So in terms of business, consumer behaviour in
order to determine their influence is important to look at the remaining variables. Cultural, sub-
cultural and social class influences on customers' purchasing behaviour in the United Kingdom
and Pakistan have been examined in this review.
Culturally determined information is preserved and reflected in cultural values. These principles
are inculcated in a particular group and are passed down to the following generation. A
consequence of this is that values endure throughout time and may have an impact on how
customers behave. In addition, it affects consumer decisions ranging from ordinary items to
significant expenditures.
With the passage of time, the pattern of purchasing and purchasing has altered. Researcher
found that buying is more emotional than rational, according to their findings. According to the
findings of this study, there are a variety of factors that influence purchasing decisions, including
culture and lifestyle, which influence how consumers choose which products to purchase. The
results of a study conducted in China revealed information about the purchasing habits of people
from different cultures. Because Chinese culture is more collective in nature, the study
discovered that collectivist principles have the greatest influence on their purchase decisions

When it comes to Pakistan, People living in Pakistan are changing their traditional values,
lifestyles, social conventions, and behaviours, and they are embarking on a path of transition
towards the west as a result of this metamorphosis. A study conducted by discovered that five
primary personality qualities (extraversion, agreeableness, conscientiousness, openness, and
neuroticism) had a beneficial impact on impulse purchasing. It was found to be positively
connected. That demonstrated yet another fact: personality variables can even have a role in
decision-making processes.
Ahmad (2011) investigated the relationship between impulsive consumer behaviour and
unhealthy eating. They discovered that the impulsive consumer style has a significant impact on
consumer purchasing habits. Not only does the impulsive buying behaviour of the customer
influence the decision to buy, but other personality factors also influence the decision to buy.
Reference groups are those organizations that have an impact on consumer behaviour, either
directly or indirectly. In reference groups, the groups that have the most direct influence on
consumer behaviour are referred to as membership groups or primary groups. Examples of
primary groups include friends, neighbors, family, and coworkers. Individuals, consumers, and
organizations that are influenced by religious, professional, and labor union groups are all
referred to as secondary groups. Aspirational groups are among the different types of
organizations that have an impact on people. Aspirational groups are those groups that
consumers aspire to join in order to be considered for membership. Family: The joint family
arrangement is preferred by the people of Pakistan and India, in particular. It signifies that the
people of Pakistan and India prefer to live with their families rather than living independently.
Individual systems, on the other hand, are preferred throughout Europe. They prefer to live
independently rather than as part of a family unit, and one major boss who governs the family
and controls the other components means he is the king with the authority to do anything he
wants, and the rest of the family members are subservient and obey him. As a result, in a family,
one's purchasing decisions are heavily influenced by the decisions of other family members).

Roles and social standing: Every consumer are a member of a variety of groups, including family
groups, religious groups, organizational groups, and social classes. These groups aid in the
definition of the roles and social standing of the customer. It is more important to be the
company's CEO than it is to be a general manager, and the general manager is more important
than the sales manager. As a result, consumers demonstrate their conduct in accordance with
their role status. If the CEO of a firm purchases a high-priced, high-quality product, and a sales
manager purchases the lowest-priced, lowest quality one, the CEO has won. As a result, each
function and social status has a significant impact on customer behaviour. The degree of
reference groups influences in UK are limited or nonexistent. They are more likely to do
individual decision making.
Consumers in the United Kingdom respond positively to advertising initiatives, particularly those
conducted on social media. They are not only beneficial for brand growth, but they will also
increase sales. 40 percent of people who have communicated with a brand online have increased
their spending as a result of their interaction.
When it comes to advertising material, the United Kingdom is a promising market to explore.
Despite the fact that it is highly urbanized, it places a high emphasis on country living. If your
target client is from the countryside or a peaceful village, for example, these are considered as
truly British and incredibly appealing, depending on the lifestyle features that are relevant to
your business.
In addition, the cultural diversity of the United Kingdom varies greatly from region to region.
For example, there are significant cultural distinctions between Londoners and Glaswegians.
Furthermore, what is successful in one region may be ineffective in another. Brands have
responded by launching hyper-localized ads in order to offset this. This advertisement for Nike's
"Nothing Beats a Londoner" campaign is a superb example of the company's city-focused
strategy. The entire advertisement is devoted to the experience of living in London — to the
point where much of it would be missed on non-Londoners.
Despite the fact that ecological and ethical consumerism is on the rise in the United Kingdom, it
is still a mass consumer society. Price, quality, design, brand, and environmental advantages are