Culture influences

(Google.com, 2016)

Culture can be defined as “a society’s personality “and “the accumulation of shared meanings, rituals, norms and traditions” It can shaped our identities as individuals (Solomon, 2015). Culture influences can affect the preference, habits, values and thinking of the consumers. For example, people who are living in western countries or eastern countries will also have different lifestyles, cultures, eating and beliefs.

Nowadays, as many brands are trying to build more emotional relationships with their customers, it has become increasingly important to consider how they fit into their target audience’s lifestyles. It is because understanding of consumer behaviour can be beneficial for the brand to define what products and services are suitable for the consumers. Through this research on consumer behaviour, it can effectively to build up the brand equity, such as perceived quality, brand awareness and brand image. However, entertainment and culture is the most logical choice for brands to engage with their customers. Roderick (2015) states that “modern consumers are looking for an enhanced experience, not to be force fed marketing gobbledygook. The smart brands are the ones that understand how they can add value, outside of financial value; to the entertainment and culture platforms they are aligning themselves with,” In order to enhance the consumer experience, offering the culture elements into the festival and some events can contribute to the customer attain a greater understanding of different culture. Brands can also base on those culture elements to attract more international customers, thereby advancing the brand awareness and brand image in the market.

References
Roderick, L. (2015). Could appointing a ‘head of culture’ boost your brand?. Retrieved from: http://www.marketingweek.com/2015/11/09/could-appointing-a-head-of-culture-boost-your-brand/.

Solomon, M. R. (2015). Consumer behavior: buying, having, and being (11th ed.). Boston: Pearson.