CULTURAL INFLUENCES ON CONSUMER BEHAVIOR

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CULTURAL INFLUENCES ON CONSUMER BEHAVIOR

          Ruhunu Foods (Pvt) Ltd, was established in Sri Lanka on 1978 by our Chairman Deshabandhu Mr.Padmasiri Muthumala. Our factory & head office is situated in the Kandy Industrial Park (BOI), Pallekale, Sri Lanka. We are engaged in the manufacturing and marketing of spices and allied products over for forty years. As the reputation continuously grew, today Ruhunu Foods (Pvt.) Ltd. is a fully owned subsidiary of Ruhunu Group of Companies and one of the largest and leading spices manufacturers in Sri Lanka fulfilling the demand of local and foreign citizens of all classes. Ruhunu Foods has been the domestic market leader with the major market share and has expanded the horizon to prospect in the international market through exports.   

The study of culture is the study of all aspects of society. It is the language, knowledge, laws, and customs that give society its distinctive character and personality. Culture is defined as the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

The impact of culture is so natural and ingrained that its influence on behavior is rarely noted. Yet, culture offers order, direction, and guidance to members of society in all phases of human problem-solving. Ruhunu Food Organization is one of the businesses that was formed especially based on the culture and the history of the organization is more than forty years old. The main culture of this institute is to provide products to the consumers using their lifestyle, food, religion, and social status by applying the Hela people of Sri Lanka. 74% of the Sinhalese people living in Sri Lanka represent them in their market products and have also taken steps to provide their products to the Tamil, Muslims,s, and Burghers. Considering the culture of the Tamil people in Sri Lanka, the Ruhunu Foods organization has taken steps to produce products like Jaffna Curry powder for themselves, changing the taste they want. This shows that organization has been manufactured to suit the culture of the people of Jaffna, using its geographical location under the subculture.

Culture is dynamic, and gradually and continually evolves to meet the needs of society. Culture is learned as part of social experience. Children acquire from their environment a set of beliefs, values, and customs that constitute culture. These are acquired through formal learning, informal learning, and technical learning. Advertising enhances formal learning by reinforcing desired modes of behavior and expectations.

 Culture is communicated to members of the society through a common language and through commonly shared symbols. Because the human mind has the ability to absorb and process symbolic communication, marketers can successfully promote both tangible and intangible products and product concepts to consumers through mass. Ruhunu Food organization is doing its production by covering both local and international markets. They use all Sinhala, English, and Tamil languages for packing in local market and they have been able to use the languages in respective countries as well when packing in the international market. Culture is dynamic because it represents the experiences, beliefs, norms, etc of living people. Understanding a country’s culture is a sign of respect. It also helps to foster effective communication, a vital factor in business success. The culture of Sri Lanka mixes modern elements with traditional aspects and is known for its regional diversity.

All In all, we can clearly identify how culture affects consumer buying behavior and what are factors are affect the consumer to punches a product.







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