Impact of Cultural Elements on Brand Preferences An Explorative Research

Abstract

Building a brand and creating a professional image requires a thorough understanding of culture. Different civilizations have unique passions, convictions, values, and traditions. Culture-specific expectations and boundaries exist. Products and services reflect culture, and they frequently express the symbolic cultural meaning associated with them. A marketer has an advantage over rivals by being aware of the culture and family structure and consumption patterns. Cultural variables have a big impact on people's decisions to purchase and consume. The research aimed to verify whether there is an impact of cultural elements on brand preference and whether their profile factors differentiate the impact of culture on brand preference. The research reveals that the influence of culture on brand choice is consistent across age groups, family sizes, family types, jobs, and respondents' religious affiliations. Regarding how culture influences brand choice, male and female responses differ significantly. The languages that they speak have an impact on how much culture impacts brand preferences.

Keywords: Culture, Brand, Preference, Cultural Elements.

JEL Classification: M 31

DOI: 10.7176/EJBM/15-10-03

Publication date:May 31^st 2023