Competing effectively in the contemporary marketplace is becoming increasingly challenging. For marketers, therefore, understanding consumer behaviour is a critical factor in achieving effective marketing strategy. Grounded in that behaviour viewpoint, this chapter seeks to contribute to the understanding of cultural identity and marketing implications. To achieve that target, three core steps are taken in this chapter. First, the motivation for this chapter is explained. Second, culture is explained and the central artefacts of culture relevant to this chapter highlighted. Thereafter, the consumer behaviour influence of cultural identity is discussed, and acculturation, driving factors, and consumer behaviour influence explained. In the final part of this chapter, recommendations for marketers are offered and directions for future research suggested.
TopIntroduction
Contemporary insights on consumer behaviour have reinforced the validity of the notion that the customer is king (e.g., Opute et al., 2020b; Opute, 2017; Gbadamosi, 2016). The plausibility of that notion has intensified due to digital evolution (Opute, 2021; Opute et al., 2020a) and globalisation anchored market (Opute, 2020b; Opute et al., 2020a), a consequence of which is market power shift from organisations to consumers (Opute, 2017; Enyinda et al., 2020). Because of this vintage power, consumers can easily compare prices, express their dissatisfaction and opt for the best sales deals. To thrive in the contemporary marketplace, organisations are increasingly recognising the strategic importance of the customer, and as a consequence too the pertinence for understanding the customer (Opute, 2020b; Gbadamosi, 2021; Gbadamosi et al., 2021) towards ensuring products (or services) that win their loyalty.
In response therefore, marketers are increasingly seeking strategies for adequately responding to consumers' stimuli towards staying competitive in their markets. Little wonder therefore that this research premise remains significant in the academic discourse (e.g., Gbadamosi, 2021; Opute, 2020b; Gbadamosi et al., 2021; Opute, 2017). Critical in this search for adequately responding to such stimuli is a psychological understanding of the mindset of the consumers (e.g., Gbadamosi, 2021; Opute, 2017; Gbadamosi et al., 2021). Marketers are interested in understanding what makes the consumer behave in particular ways from the point of how they process purchase decisions. In this regard, critical questions for marketers would be: What factors influence consumers preference formation? What factors influence post-purchase behaviour of customers? and how does consumer socialising influence consumer behaviour? According to psychological perspective on consumer behaviour, how consumers process purchase decision making and make judgements about what they buy is conditioned by the cultural artefacts that condition their mind construct (e.g., Opute, 2017; Wanki, 2018; Gbadamosi et al., 2021). In other words, cultural identity is a critical determinant of consumers preference formation. As a result, therefore, consumers preference formation patterns could be used to signal identity and attachment to a cultural group.