Debenhams Strategy of Consumer Buying Behavior Essay

Debenhams Strategy of Consumer Buying Behavior - analyze Example socialisations keep on changing, and marketers need to be awargon of cultural changes. Core values argon the values that are most pervasive in a society. They essential be enduring, and with respect to merchandise, they must be consumer-related so that marketers can use them to understand consumption (Luna and Gupta, 2001, P.50). Culture is manifested by society in different forms and includes heroes, rituals, symbols and cultural values. Values are integral to the expression of refining. This stems from the verity that values are together with shared by most mess in a authoritative society. One of the noteworthy organizations that take up a British heritage and with operations in the United Kingdom is the Debenhams. Debenhams has a global straw man in more than twenty-five nations and operates more than 200 stores across the globe. Debenhams is known for its wide-ranging and unique brands that strait an immen se deal of gratification to its customers. The corporation has diverse business ranging from clothing wear, electric products, beauty products, as well as health products. This diversification has made Debenhams a market leader with yearly honorarium surpassing the ?2 billion mark. To further its operations, Debenhams has embraced the concept of e-commerce done its online presence across nations. The online presence has attracted many another(prenominal) online shoppers, ranking the corporation among the largest online retailers in the UK. The Company has over the years invested in British design through its portfolio of brands. This paper explores the cultural aspect of consumer behavior evaluating ways in which Debenhams can use them in its marketing mix (About Debenhams, 2013, para2). 1.2 Analysis of Debenhams strategy of incorporating refinement into its marketing mix The aspect of culture is indispensable in any marketing endeavor as it heavily influences consumer buying be havior. Hofstede a culture researcher held that culture refers to the social glue that keeps people of a certain group together. Every culture has its manner of doing things, and this is what distinguishes in-group and out-group people. Culture provides a lens through which people shape reality. Culture acts as a reference charge when one intends to take a certain course of action such as buying a product (Luna and Gupta, 2001, p 50). Heroes In every culture, there are some behaviors and attributes that are highly regarded as role models. Individuals who observe and portray those behaviors to society are considered as heroes. One of the strategies that Debenhams uses in assimilating culture into its marketing operation is using such cultural heroes to influence consumer behavior. This is done by associating cultural heroes with certain brands or products (Arnould, Price and Zinkhan, 2005, P.76). Debenhams recently launched an ad campaign starring paralympian amputee Stefanie Reid i n an effort to show salmagundi in its advertising. The campaign also features three models over 40, an elderly lady and a size 18 swimwear model. The company aims to turn the industry standard of young thin models. The company argues that the campaign is a grammatical construction of its customers and demonstrates a broad range of body and beauty ideals. The company spokesman asserted that the companys customers are not the same size or shape and thus the new lookbook celebrates diversity. The campaign aims to make people more comfortable with their bodies.