The effect of culture on consumer behaviour a case study in prince Islands, Istanbul

THE EFFECT OF CULTURE ON CONSUMER BEHAVIOURA CASE STUDY IN PRINCE ISLANDS, ISTANBULbyBERKAY ERDENABSTRACTRegardless of its scale, cultural codes are capable of affecting human behavior andcommunal organizations. This interrelation can be read also over the consumer behavior ofa group. Understanding consumer behavior and "knowing customers" are never simple.Customers may state their needs and wants but act otherwise. They may not be in touchwith their deeper motivations. The mental, emotional, and physical activities that peopleengage in when selecting, purchasing, using, and disposing of products and services so asto satisfy needs and desires. Lifestyle as a prior parameter refers to a pattern ofconsumption reflecting a person's choices of how he or she spends time and money. Manyof the factors such as a person's self-concept, ethnicity, and social class, are used as "rawingredients" to fashion a unique lifestyle. Also, each culture shows unique character, withits own value system, conventions, and regulations. Consumer's culture exerts such a biginfluence on his or her lifestyle choices, marketers must learn as much as possible aboutdifferences in cultural norms and preferences when marketing in more than one country.This study aims to explore, the cultural effects on consumer behavior within a case of asmall group living both near and against a large urban area and explore the culturaldifferences of new-comers and inhabitants and their consumer behavior in Prince Islands-Istanbul regarding to the adaptation strategies, life style parameters and cultural codes.Keywords: Consumer Behavior, Life style, Culture, Identity, Marketing.