Cross Culture Consumer Behaviour
N. Jeevanantham1, P. Ayyapan2
1N. Jeevanantham, PhD. Research Scholar, Nandha Arts and Science College, Erode (Tamil Nadu), India.
2Dr. P. Ayyapan, Associate Professor & Head, Nandha Arts and Science College, Erode (Tamil Nadu), India.
Manuscript received on April 28, 2018. | Revised Manuscript received on May 07, 2018. | Manuscript published on May 15, 2018. | PP: 1-3 | Volume-3 Issue-3, May 2018. | Retrieval Number: C0183053318
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© The Authors. Published By: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The prime objective of the article is to learn about the cross culture consumer behavior. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer’s emotional, mental and behavioral responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, ethnography, marketing and economics, especially behavioral economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics, personality lifestyles and behavioral variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people’s wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general. The study of consumer behaviour is concerned with all aspects of purchasing behaviour – from pre-purchase activities through to post-purchase consumption, evaluation and disposal activities. It is also concerned with all persons involved, either directly or indirectly, in purchasing decisions and consumption activities including brand-influencers and opinion leaders. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. However, new research methods such as ethnography and consumer neuroscience are shedding new light on how consumers make decisions.
Keywords: Cross Culture Consumer behaviour, Theories and Concepts.