Cultural Effects on Consumer Behavior and Marketing Mix for a Global Company – India and Czech Republic Comparison

Bc. Ashish Kumar

Master's thesis

Abstract:

Consumer purchasing behavior relates to the consumer,s purchasing behavior. Many variables, specificities, and features affect the person in what he is and the consumer in the process of decision-making, shopping practices, eatings, dressing behavior, talking behavior, the brand he,s buying, and the retailer he,s going, The outcome of each and every one of these variables is a purchase decision. His culture, his personality leads a person and a consumer his psychological factors, etc. and is affected by cultural developments as well as its cultural and social environment by recognizing and understanding the factors that affect their clients, companies have the chance to create a strategy. A marketing message distinctive values preposition and advertising campaigns more efficiently and more in line with the needs and thinking of their largest customers, a true asset to better need their buyers, demand and then boost revenue.The study also represents the marketing approach and its components in the cultural industry, in particular, four-piece of marketing as a product, price, place, and promotion.The thesis describes the cultural industry,s success, and its components and then briefly examines the effect of each component on the cultural industry,s achievement.This is the age of globalization, and things are being achieved through worldwide services. Cultural industry sectors must be thoroughly researched, and the perception and preferences of the consumer. This is understandable due to marketing strategies in the cultural arena, offering the highest service in the receipt ways of increasingly boosting it. Hence, taking into account the importance of its elements in absorbing cultural buyers and keeping them satisfied should be the concern for all the marketing managers in the cultural market.

Keywords

Culture, Consumer Behavior, Marketing Mix, Marketing research

Language used: English

Date on which the thesis was submitted / produced: 27. 11. 2020

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration