In marketing, consumer behavior always consists of a wide world of factors, one of the most important being, cultural influences. Cultural norms, religion or even just a simple color are factors in how individuals perceive products, make purchasing decisions, and interact with brands.
This is not a subject to take lightly and becomes important when you create or execute a marketing plan; we are talking about factors and behaviors that are passed down from generations to generations, forcing us to solve puzzles and many times making us feel like we are trying to solve something as complicated as the Da Vinci code.
The time when a product can be globally marketed without a need for modification is gone. Factors like social norms and values from different countries can influence whether a product can be considered acceptable or appropriate. Groups can influence and dictate other important parts in the consumer decision-making process based on expectations and values. In addition, peer pressure and social approval from our peers can often create a fake consumer personality. Social media has formed such a grasp in our day-to-day decision making that the style or fit of a dress or even your color choice can ostracize you.
Subcultures and niches are emerging daily and shaping individuals every day leaving everybody with the desire to be part of one. Marketers need to approach this situation with sensitivity and specifics with every communication as every word and image can establish a positive relationship or lead to a bad reputation which I believe is the most difficult part of our code to decipher in our Da Vinci code.
In conclusion, we need to create and develop strategies which could be resonate with every single audience and create meaningful connections where consumers can be respected and listened to while using brands like good examples of tolerance, joy, and acceptance.
