Analysis of the relationship between consumer

culture and brand selection decision a study on

Burberry Apparels

1

Table of Contents

Introduction...........................................................................................................................................2

Research Question & Objectives.......................................................................................................3

Research Purpose...............................................................................................................................4

Literature Review..................................................................................................................................4

About Burberry..................................................................................................................................4

Consumer Culture..............................................................................................................................5

Consumer Behaviour.........................................................................................................................5

Culture & Consumer Behaviour........................................................................................................6

Culture Affecting Brand Decisions....................................................................................................7

Gap Identification..............................................................................................................................7

Empirical Research Methods.................................................................................................................8

Research Strategy..............................................................................................................................8

Research Design................................................................................................................................8

Data Collection & Research Instrument............................................................................................8

Data Analysis....................................................................................................................................9

Conclusion.............................................................................................................................................9

References...........................................................................................................................................10

2

Introduction

With globalisation, the marketplaces have become multicultural and marketers currently face

such marketplaces increasingly and firms are required to operate in such a multicultural

atmosphere. Further, the global migration and communication media i.e. satellite and

televisions are helping the people get into multicultural mind sets in their domestic markets

and consumers are getting exposed to different behaviours and activities (Solomon et al,

2014). One of the biggest countries supporting immigrants is United Kingdom. From 1991 to

2001, immigrants constitute more than half of Briton’s population growth (Panayi, 2014).

Thus in this country, immigrants from various cultures has made diverse culture come

together making individuals having different mind sets are working and living together for

producing common products and commodities (Allsopp, Chase, & Mitchell, 2014). The

retailer like Burberry is getting affected due to the existence of contrasting mind sets since in

a single market of UK, the company has to cater to the diverse people.

The luxury clothing market in the United Kingdom has many angles to look into. The market

since 1975, when it was recognised as emergence of the modern market, has become

sensitive and eccentric and has become multilevel market (Skorobogatykh, Saginova, &

Musatova, 2014). This modern market is attracting and catching marketers of high street

retailers. By going into the culture of consumers’ culture affecting the person’s buying

decision, the company like Burberry can have a marketing strategy.

Research Question & Objectives

It is to study how different customers in the United Kingdom coming from different cultural

background affect the buying pattern of Burberry fashion Apparel. Under this context,

research questions have been framed.

To express a person’s personality and lifestyles, people allot a portion of their time and

money (Skorobogatykh, Saginova & Musatova, 2014). At the same time, the basic values and

beliefs of the consumer differ from one culture to another and Burberry has to understand this

aspect and come up with a proper marketing strategy. In this research paper, exploration of

different cultural elements that affect consumer’s buying decision in the United Kingdom and

3

how Burberry needs to strategize their marketing keeping in view of these aspects at different

location of their stores in the UK. Even the understanding of consumer’s back home culture

that affect their buying decision to wear clothing from high fashion retailers will be taken in

to account.

The main research objectives are –

1. To identify the different cultural aspects of buying high luxury and fashion apparel

and accessories with reference to Burberry

2. To analyse how Burberry stands with respect to the other luxury high fashion brands

in the minds of the customers.

3. To understand how the dominant culture of Britain affects the buying patter from

different cultures.

4. To identify the pros and cons of Burberry selling its fashion apparel to different

cultures.

Research Purpose

The cultural influence on consumer behaviour has been researched by several researchers all

over the globe. Many of these research work (as seen in Al Mutawa, Elliott & Nuttall, 2015;

Cleaver et al, 2015; Halme & Rissanen, 2015; Petersen et al, 2015) deals with influence of

culture only as an explanatory tool for the purpose of marketing and less research has been

done taking into account the elements of culture and how it affect the consumer buying

behaviour.

Additionally, these research studies have not offered a framework wherein the literature can

be integrated in theory and do not have the complete account of cultural dimensions affecting

consumer behaviour components in particular. Therefore, further research in this area as per

Laroche & Takahashi, (2015) needs firm theoretical and conceptual frameworks duly

combining different research subjects and disciplines. Further, it may be seen that the earlier

research studies have taken up different cultural aspects and values and has not taken into

account its aesthetics and its influence on the behaviour of the consumer.

Burberry with its tartan design has certain aesthetic value. Only if the brand comprehends

different nuances of the cultural aspects and its characteristics, they can sustain and be the

leader. Finally, it has become very difficult to develop marketing strategies for companies

due to the current situation of different ethnic groups and multilevel growing demands for

apparel in a single market. As per Mazaheri et al (2014), consumers of several ethnic groups

4

in the multicultural market place interact with each other and process of adaption starts. At

this time, changes in demand and new commodities are expected in market.

Literature ReviewAbout BurberryWith a headquarters in London, U K, Burberry Plc is a company. It has specialised in fashion

apparel in the field of designing and the distribution of the fashion clothing and accessories.

They are also licensing franchisees for both men and women clothing. The company has

good market share in the British luxury market and are expanding all over the globe (Peng &

Chen, 2012). The company has the competitive advantage on the basis of differentiation from

other luxury apparel brands. The company has internationally renowned Tartan Pattern which

is very popular and the popularity is so much that Queen and the King of Great Britain

granted the company Royal Warrants for the goods that are produced by the company

(McMahon, 2012). They were recently ranked number 1 in the world for “Fashion Brands

Ranked by Digital IQ Score” from L2 Think Tank.

Consumer Culture

A specific group of people will have their own culture (Laroche, 2015). The groups,

individuals and organisations relate themselves to their culture. The culture forms the basis

for civilisation’s acts and beliefs. The culture as per Arnould & Thompson, (2015) is the

ways of living set up by a group of human beings that is transferred from one generation to

another. Therefore culture relates to the ways of life, actions and ideals of previous

generations. The ideas of beauty, taste and appearance primarily expressed in colours and

fine arts is aesthetics (Wearing et al, 2015). It plays very important role in selections of

ensigns and related commodities.  Finally, the idea of family structure in a society is reflected

by institution (Featherstone, 2014). The institution sets the product range that is required by

the family.

Consumer Behaviour

Consumer behaviour is quite complex and is very dynamic. Required data can be got from

perspectives from different disciplines around the world. Consumer behaviour is considered

as different actions and reactions for certain stimuli. The research on consumer behaviour

encompasses different theories and subjects. As consumers are getting exposed to global

market place due to global integration, decision making is getting complex. The market has

been introduced with many new products and brands have confused the consumers with

5

plenty of choices and also have jammed places in retail stores. Generally, customer mind set

measures are now assessed by brands. Consumers and their reaction to the outside are known

as consumer behaviour. The key element of the consumer behaviour is customer reaction.

First need arises and then search for the product that meets the need is done and ultimately

they use the product to satisfy their requirement. When once the need is satisfied, they tend to

dispose of the product (Yoo, & Kim, 2014). The main theme of the consumer behaviour is

exchange.

Culture & Consumer Behaviour

The impossible task is the bifurcate culture and consumer behaviour. They are intimately

combined together (Bassiouni & Hackley, 2014). The theory on the influence of culture on

decision making has been given by anthropologists (Nwachukwu & Dant, 2015). Due to the

consumer culture, capitalist commodity production has increased and that has led to a vast

accumulation of material culture in the form of consumer goods and sites of purchase and

consumption (Granleese, 2014). The desire and expectations of consumers is due to

expansion of material culture.

The culture is the basis of consumer behaviour states the empirical study conducted by

Hamilton et al (2014). Consumer behaviour is affected by the culture and consumer

behaviour itself may manifest as culture (Gentina et al, 2014). Culturally determined

knowledge is stored and expressed in the above forms. The living style, attitude, and

behaviour of the consumer can be known from the above. To assess consumer behaviour,

marketers should know different cultural manifestations of different cultural groups and this

is shown in figure below.

6

Figure: Effect of Consumer Behaviour & Culture

Source: (Mau, Schramm-Klein & Reisch, 2014 p: 160)

Thus the useful beginning can be made for ascertaining consumer attitude and behaviours by

analysing the culture. The effect of national culture on cultural value perceptions have been

studied recently (Mau, Schramm Klein & Reisch, 2014). The study as above has been limited

to consumer angle. For instance, in a cross cultural context of the consumer, Earley et al.

(2014) observes that national culture influences more for the content and value perceptions. It

is through this, the consumer attach meaning and importance to the different products of the

firm. Thus the consumer’s national culture where they have been brought up will have more

effect in their perception and selection of different products and services.

Culture Affecting Brand Decisions

As consumers are associated with certain life style, the choice of certain products, services

and activities are made to suit that life style. This life style exhibits the trend and fashion and

is responsible for making choices of the product for their own anticipatory consumption or

the purchase of aspired lifestyle products (Cross, 2015). Different brands in the world will

give the lifestyle techniques (Berger, 2015). Thus, preference for certain brands by the

consumer is increasing day after day. In fact, one of the important factors that make the

groups to accept or reject an individual in a society is brand. The meaning of fashion clothing

7

differs with different background. The perception to fashion by one consumer differ from that

of his/her family and friends’ idea. Consumer’s confidence and self-image get enhanced with

the use of fashion clothing. The increase of confidence and satisfaction of the individuals

who use fashion apparel has been proved by the empirical study conducted by Michon et al

(2015). The study also proves by giving framework that the important antecedents of

consumer involvement in fashion clothing are materialism, gender and age and it plays an

important role in increasing consumer confidence.

Gap Identification

Identifying the differences or gaps between the preferences and choices of these consumers

belonging to different cultures are done in this research and then the question as to “How

does culture influence buying behaviour of consumer for apparels and clothing, specifically

with relation to Burberry?” is answered. Also the aesthetical part within the cultural values

and believes can be identified while focusing on visible aspect of material culture i.e. clothing

and apparels.

Additionally, looking into different aspects of culture that affects consumer’s buying

behaviour and implications of these for clothing & accessories brands in Great Britain is done

in this study. While designing the outfits, Burberry will have to be more flexible and

responsive to the prevailing multicultural environment. By getting to know the preferences of

the multicultural consumer as seen in this study, the retailers can offer diverse clothing range

and satisfy the consumers.

Empirical Research Methods

Research Strategy

To formulate an effective research strategy, it is important for the researcher to keep in mind

the reason of the research. As the topic deals in the process of understanding the cultural

influence in the buying behaviour of clothing and premium apparels and accessories, abstract

concepts such as image preference and personal choice has to be analysed. Thus, the research

will be inductive in nature, where the researcher derives a majority based inferences on

account of the observations which will be undertaken by the researcher. The inductive

research strategy is identified as the theoretical result outcome of the analysis (Takhar Lail &

Ghorbani, 2015). The result of the research will hence be a very general form of the topic of

buyer behaviour and consumer preference.

8

Research Design

Of the numerous amount of research design at the disposal of the researcher, this research on

the buying behaviour of fashion brand of Burberry due to the consumer culture will take a

comparative design. The aim of this research design as per Bryman & Bell is that, only via a

side by side comparison, theoretical deductions can be arrived as per the inductive process as

identified above. It also makes the researcher easily understand abstract concepts such as

brand preference and culture attributes using comparison to a base group.

The main method of collecting primary data is by using focus group interviews, which

alternatively will be used in a semi structured pattern. Takhar Lail & Ghorbani, (2015)

identify that such a research method will help the researcher to explore the topic of buyer

preference further and deduce theoretical frameworks on the basis of secondary data. The

semi structured interviews, although time consuming will help the researcher to change the

research pattern as per the new information which he or she receives in the duration of the

research. This allows for greater flexibility while performing the research. (Takhar Lail &

Ghorbani, 2015).

Data Collection & Research Instrument

As the research performs a cross cultural study of the buying preference with respect to

Burberry, the data collection point will be in the London Metropolitan area, which is a

microcosm of different cultures due to the high immigration rates with respect to other areas

of the United Kingdom. A 2011 census of London puts the percentage of immigrants and

people of non-Anglo Saxon & Briton culture at 20 per cent as provided by Hainmueller,

Hangartner, & Pietrantuono, (2015), which forms an excellent base for study.

The sample size will consist of a group of 30 participants, divided into 3 sub-groups each

with 10 participants having Asian, European (Non British) and British origin people

respectively.

The interview formulation and the structured on the aims, objectives and the research

question of the research (Brook & Hood, 2014). The fluidity of the interview will be

guaranteed by the semi structured process.

To facilitate deeper understanding of the of the research topic and true to the sense of a semi

structured interview process, a final “why” question was asked to understand the

interviewee’s mind frame while answering the question. This further allowed us to compare

each of the solutions from the different focus groups as identified before.

9

Data Analysis

For the analysis of a qualitative data as of the results from the semi structured interviews, a

content based analysis is performed. As per Takhar Lail & Ghorbani, (2015) content analysis

approach to research data will help in forming a common derivation point for the different

answers provided by the interviewees. This derivation will lead to the researcher to find

common ground on the basis of people’s ethnicities and cultural views. This is what is meant

by Ethnographic content analysis (ECA) as per Gonsalves et al (2015).

Conclusion

The research proposal has laid a foundation to the establishment of a research on the

relationship between the consumer behaviour and the brand selection with reference to the

fashion luxury brand Burberry. By conducting the research, the researcher can understand

how to structure a targeted marketing approach to different cultures, especially for a high

value low volume based products which is sold by Burberry.

10

References

Al‐Mutawa, F. S., Elliott, R., & Nuttall, P. (2015). Foreign brands in local cultures: A socio‐cultural perspective of postmodern brandscapes. Journal of Consumer Behaviour, 14(2), 137-

144.

Allsopp, J., Chase, E., & Mitchell, M. (2014). The Tactics of Time and Status: Young

People’s Experiences of Building Futures While Subject to Immigration Control in

Britain. Journal of Refugee Studies, feu031. 

Arnould, E. J., & Thompson, C. J. (2015). Introduction: Consumer Culture Theory: Ten

Years Gone (and Beyond). Consumer Culture Theory (Research in Consumer Behavior,

Volume 17) Emerald Group Publishing Limited, 17, 1-21.

Bassiouni, D. H., &Hackley, C. (2014). 'Generation Z'children's adaptation to digital

consumer culture: A critical literature review. Journal of Customer Behaviour, 13(2), 113-

133.

Berger, A. A. (2015). Ads, fads, and consumer culture: Advertising's impact on American

character and society. Rowman & Littlefield.

Brook, C., & Hood, C. (2014). Research methods for human resource management. Action

Learning: Research and Practice, 11(3), 399-402.

Cross, K. L. (2015). The Revolution of Fitness: A Contemporary Analysis of How

Technology and Personal Training Influences Consumer Behavior in Two Atlanta, Georgia

Fitness Centers.

Cleaver, M., Jo, M. S., & Muller, T. E. (2015). Individualist vs. Collectivist Cultures:

Shopping for Prestige in Australia. In Proceedings of the 1998 Multicultural Marketing

Conference (pp. 530-534). Springer International Publishing.

Featherstone, M. (2014). Luxury, Consumer Culture and Sumptuary Dynamics.Luxury, 1(1),

47-69.

Gentina, E., Butori, R., Rose, G. M., &Bakir, A. (2014). How national culture impacts

teenage shopping behavior: Comparing French and American consumers. Journal of Business

Research, 67(4), 464-470.

Gonsalves, C. A., McGannon, K. R., Schinke, R. J., & Michel, G. (2015). Are You ‘Woman

Enough’to Control Your Leading Cause of Death?: An Ethnographic Content Analysis of

11

Women’s Cardiovascular Disease and Identities in Media Narratives. Qualitative Research in

Psychology, (just-accepted).

Hamilton, K., Piacentini, M. G., Banister, E., Barrios, A., Blocker, C. P., Coleman, C. A., ...

&Saatcioglu, B. (2014). Poverty in consumer culture: towards a transformative social

representation. Journal of Marketing Management, 30(17-18), 1833-1857.

Halme, M., &Rissanen, A. (2015). The Influence of Finnish Culture on the Success of

Luxury Brands: Case Michael Kors.

Laroche, M., & Takahashi, I. (2015, June). The Interplay Of Local And Global Cultural

Influences On Japanese Consumer Behavior. In Marketing in Transition: Scarcity,

Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress (p. 438).

Springer.

Laroche, M. (2015). Advancing knowledge of the global consumer culture: Introduction to

the special issue. Journal of Business Research.

Loureiro, S. M. C., & de Araújo, C. M. B. (2014). Luxury values and experience as drivers

for consumers to recommend and pay more. Journal of Retailing and Consumer

Services, 21(3), 394-400.

Granleese, J. (2014, June). Cross-Cultural Differences in European and Asian Men and

Women’s Consumption of Fragrance. In The International Management Development

Association’s 23rd Annual World Business Congress Proceedings (pp. 323-328).

Hainmueller, J., Hangartner, D., &Pietrantuono, G. (2015). Catalyst or Crown: Does

Naturalization Promote the Long-Term Social Integration of Immigrants?.Available at SSRN

2664101.

Michon, R., Chebat, J. C., Yu, H., &Lemarié, L. (2015). Fashion orientation, shopping mall

environment, and patronage intentions: A study of female fashion shoppers. Journal of

Fashion Marketing and Management, 19(1), 3-21.

Mau, G., Schramm-Klein, H., &Reisch, L. (2014). Consumer socialization, buying decisions,

and consumer behaviour in children: Introduction to the Special Issue. Journal of Consumer

Policy, 37(2), 155-160.

12

McMahon, K. (2012). Pass the scissors: consumers close in on the fashion industry.

In Fashion Beyond Borders 14th Annual Conference Proceedings 2012 (pp. 260-270). Pearl

Academy.

Mazaheri, E., Richard, M. O., Laroche, M., &Ueltschy, L. C. (2014). The influence of

culture, emotions, intangibility, and atmospheric cues on online behavior. Journal of Business

Research, 67(3), 253-259.

Nwachukwu, S. L., &Dant, R. P. (2015, January). Consumer Culture in Developing

Economies: Is it Really So Different?. In Proceedings of the 1990 Academy of Marketing

Science (AMS) Annual Conference (pp. 35-40). Springer International Publishing.

Peng, N., & Chen, A. H. (2012). Consumer perspectives of cultural branding: The case of

Burberry in Taiwan. Journal of Brand Management, 19(4), 318-330.

Petersen, J. A., Kushwaha, T., & Kumar, V. (2015). Marketing Communication Strategies

and Consumer Financial Decision Making: The Role of National Culture. Journal of

Marketing, 79(1), 44-63.

Panayi, P. (2014). An immigration history of Britain: multicultural racism since 1800.

Routledge.

Skorobogatykh, I. I., Saginova, O., &Musatova, Z. (2014). Comparison of Luxury Brand

Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry

Brand. Journal of Eastern European and Central Asian Research (JEECAR), 1(1), 7.

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., &Polegato, R.

(2014). Consumer behavior: buying, having, and being. Upper Saddle River, NJ: Prentice

Hall.

Takhar-Lail, A., &Ghorbani, A. (2015). Market Research Methodologies: Multi-Method and

Qualitative.

Wearing, S. L., McDonald, M., Ankor, J., &Schweinsberg, S. (2015). The Nature of

Aesthetics: How Consumer Culture Has Changed Our National Parks.Tourism Review

International, 19(4), 225-233.

Wu, M. S. S., Chaney, I., Chen, C. H. S., Nguyen, B., &Melewar, T. C. (2015). Luxury

fashion brands: factors influencing young female consumers’ luxury fashion purchasing in

Taiwan. Qualitative Market Research: An International Journal, 18(3), 298-319.

13

Yoo, J., & Kim, M. (2014). The effects of home page design on consumer responses:

Moderating role of centrality of visual product aesthetics.Computers in Human Behavior, 38,

240-247.

14