Culture and Values Their Relevance for Marketing Strategies

Abstract

Research on consumer behavior has revealed that the prospect of reaching a personal value is the virtual buying motive. Bearing this in mind, the researcher, as well as the markete1~ is not only able to observe whether one product is preferred to another, but also to understand why this product is preferred. Hence, identifying consumers' personal values contributes to explaining consumer p references and buying motives, which is of great importance for marketing practice. Personal values that are developed during the process of socialization are part of a culture and differ depending on one's cultural background. Therefore, culture specific values result in specific consumer behavior.