Enhancing Company Culture: Leveraging Cultural Values in Consumer Behavior for Growth

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In today’s interconnected and globalized business environment, understanding the cultural values that drive consumer behavior is crucial for companies striving to achieve a competitive edge. This research paper delves into innovative approaches for enhancing a company’s culture by delving into the cultural values that influence consumer choices. The paper specifically explores two strategies: the utilization of mystery shoppers to assess staff behavior and the implementation of reward systems for embracing a multi-cultural environment


In today’s globalized business landscape, understanding cultural values that drive consumer behavior has become paramount for companies seeking to create a competitive edge (Lee & Zhou, 2019). A company’s culture not only influences its internal operations but also impacts its interactions with customers. This essay explores strategies for improving company culture through the lens of understanding cultural values that drive consumer behavior, with a focus on becoming a mystery shopper to test staff behavior and rewarding employees for embracing a multi-cultural environment.

Understanding Cultural Values and Consumer Behavior

Consumer behavior is deeply influenced by cultural values, beliefs, and norms. Culture shapes perceptions, preferences, and purchasing decisions of individuals from different backgrounds. Thus, for a company to thrive in the market, it must not only identify these cultural values but also align its internal culture with them.

Cultural values impact consumers’ perception of products and services. For instance, in a study by Lee and Zhou (2019), it was found that Chinese consumers’ strong adherence to Confucian values influenced their preference for products emphasizing family values and harmony. Similarly, Maalouf and Kazan (2020) highlighted how Middle Eastern consumers’ religious beliefs influenced their purchasing decisions, particularly in the fashion industry.

Strategy 2: Rewarding a Multi-Cultural Environment

Diversity and inclusion are central to creating a vibrant and innovative company culture. Embracing a multi-cultural environment not only reflects the global nature of modern business but also enriches the company’s perspectives and ideas. To promote such an environment, companies must actively encourage and reward employees for their contributions to diversity and inclusivity.

For instance, let’s revisit InnovateTech. To promote a multi-cultural environment, the company could implement an employee recognition program that celebrates individuals who actively contribute to fostering cross-cultural collaboration. This program could spotlight employees who initiate cultural exchange events, such as international food fairs or language learning sessions. By recognizing and rewarding such initiatives, InnovateTech emphasizes the value it places on a diverse and inclusive culture.

Research by Caza et al. (2018) highlighted the positive impact of recognition on employee motivation and commitment. By rewarding efforts towards embracing diversity, InnovateTech not only reinforces its cultural values but also enhances employee engagement and satisfaction.


In conclusion, improving a company’s culture through understanding cultural values that drive consumer behavior is pivotal in today’s dynamic business landscape. By adopting strategies such as becoming a mystery shopper to assess staff behavior and rewarding employees for embracing a multi-cultural environment, companies can align their internal culture with customer expectations. This alignment not only leads to enhanced customer satisfaction but also fosters a more engaging and inclusive workplace. As demonstrated through the example of InnovateTech, proactive efforts to integrate cultural values into company culture can yield significant benefits in terms of customer loyalty and employee engagement.


Caza, A., Bagozzi, R. P., Woolley, L., Levy, L., & Caza, B. (2018). Psychological Capital, Inclusion, and Engagement in the Workplace. Journal of Leadership & Organizational Studies, 25(4), 397-411.

Lee, Y., & Zhou, L. (2019). Impact of Confucian Values on Chinese Consumers’ Perception of Brand Authenticity. International Journal of Retail & Distribution Management, 47(6), 647-661.

Maalouf, C., & Kazan, P. (2020). Unveiling the Role of Religion in Consumer Behavior: The Case of Luxury Fashion Brands in the Middle East. Journal of Business Research, 112, 185-194.

Nguyen, M. H., & Nguyen, T. L. (2021). Customer Experience from Mystery Shopping: A Study of Restaurant Services. Journal of Retailing and Consumer Services, 59, 102376.