NAME: ATIKA

Global Cultural and Social Environment: The Buying Behavior

Manager in multinational companies need to learn consumer behavior related to social
environment and cultural factors, as in global business operations means it covers such a vast
company that has a different culture and different social environments. Managers running a
company in a foreign country need to interact with people from different cultural
environments. Conducting a global business means dealing with consumers, strategic
partners, distributors and competitors with different cultural mindsets. Cultural factors
influence the most extensive and in consumer behavior.
Culture is a learned, shared, compelling, interrelated set of symbols whose meanings
provide a set of orientation for members of society. These orientations, taken together,
provide solutions to problems that all societies must solve if they are to remain viable.1
Elements of culture Consist of: material life, language, social interaction, aesthetics, religion,
education and values. Besides knowledge of the origins and elements of cultures, the
international marketer also should have an appreciation of how cultures change and accept or
reject new ideas. Because the marketer usually is trying to introduce something completely
new or to improve what is already in use, how cultures change and the manner in which
resistance to change occurs should be thoroughly understood. Companies that are not able to
analyze the cultural differences can lead to market products that offer was rejected, so,
companies must adapt to the culture in the country. Adaptation is a key concept in
international marketing, and willingness to adapt is a crucial attitude. Adaptation, or at least
accommodation, is required on small matters as well as large ones. In fact, small, seemingly
insignicant situations are often the most crucial. More than tolerance of an alien culture is
required. Afrmative acceptance, that is, open tolerance may be needed as well. Through such
afrmative acceptance, adaptation becomes easier because empathy for anothers point of
view naturally leads to ideas for meeting cultural differences. As a guide to adaptation, all
who wish to deal with individuals, rms, or authorities in foreign countries should be able to
meet 10 basic criteria: (1) open tolerance, (2) exibility, (3) humility, (4) justice/fairness, (5)
ability to adjust to varying tempos, (6) curiosity/interest, (7) knowledge of the country, (8)
liking for others, (9) ability to command respect, and (10) ability to integrate oneself into the
environment. In short, add the quality of adaptability to the qualities of a good executive for a
composite of the successful international. 2 example of cultural influences on consumer
behavior, rice is the staple food of Indonesian society, it has become a habit or can be called
culture, so as to create the sentence was "not eat rice means not eating" and therefore
Mcdonald provide rice when in Indonesia, while in other countries usually fries or burgers.
Social environment also becomes important in understanding consumer behavior,
because the social environment can influence buying behavior. Environmental influences,
consisting of cultural, social class, family and the situation. Social class was formed by socioeconomic level based on the lowest to the highest, not only income but also reflect other
indicators, such as employment, education and housing. Social status produces consumer
behavior based on the product is consumed, such as used vehicles, used clothing brands,
different in terms of fashion, manner of speaking, recreation preferences and other
characteristics. Social factors include groups (reference groups, aspirational groups and
member groups), family, roles and status. This explains the outside influences of others on
our purchase decisions either directly or indirectly. Example of social environment influences
on consumer behavior, when someone is in the middle to upper social class in a purchase
decision then that person will choose an expensive price or prestige is affected. When will eat

at the restaurant then he will choose an expensive restaurant and do not want only cheap
restaurant.

References
1. Kotobe, M. & Helsen, K. (2010). Global Marketing Management. 5th Edition.
Danvers John Wiley & Sons
2. Cateora, P. R., Gilly. M. C. & Graham, J. L. (2011). International Marketing. 15th
Edition. New York McGraw-Hill