Customs, rituals, superstitions and influence on consumer behavior

Običaji, rituali i praznovjerja dio su kulturnih obilježja potrošača. Kultura se može definirati kao izumljen, otkriven ili razvijen uzorak zajedničkih osnovnih pretpostavki koje je razvila neka grupa, pokušavajući se nositi s problemima oko i unutar sebe. Kulturu potom uče novi pripadnici te grupe, a među ostalim se očituju u običajima, ritualima i praznovjerju pripadnika te grupe. Običaji su izvor zajedničkih vrijednosti i utjehe, a služe i kao vrijeme za promišljanje, opuštanje i oslobađanje od stresa u svakodnevnom životu. Religije posebice imaju tradicije i običaje koje su vrlo često povezane s blagdanskim periodima te se ponavljaju periodički. Osim toga, simboli i rituali isto tako služe kao alat kada se ljudi suoče s tjeskobom i stresom, a vežu se za širi sustav vjerovanja. Religijske zajednice često imaju svoje običaje i rituale, ali nisu specifični samo za takve skupine. Razne kulturne grupe također imaju svoj sustav vjerovanja i s time povezane običaje i ritualna ponašanja. Naposljetku, praznovjerje je nešto što se razlikuje od zajednice do zajednice i može se opisati kao nešto iracionalno, u što vjeruju pripadnici te zajednice, no isto nema znanstvenih potkrjepljenja. Budući da spomenute vrijednosti utječu na same pojedince i njihovo ponašanje, pa tako i potrošačko ponašanje, ovim radom ispitala se povezanost tih vrijednosti s ponašanjem potrošača.Customs, rituals and superstitions are part of the cultural behaviour of consumers. Culture can be defined as an invented, discovered, or developed pattern of basic assumptions developed by a group, which is trying to deal with problems around and within itself. The culture is then taught by new members of that group, and among other things, they are manifested in the customs, rituals and superstitions of the members of that group. Customs are a source of shared values and comfort, and also serve as a time for reflection, relaxation and stress relief in everyday life. Religions in particular have traditions and customs that are very often associated with holiday periods and are repeated periodically. In addition, symbols and rituals also serve as tools when people face anxiety and stress, and are tied to a broader belief system. Religious communities often have their own customs and rituals, but they are not specific only to such groups. Various cultural groups also have their own belief system and related customs as well as ritual behaviors. Ultimately, superstition is something that varies from community to community and can be described as something irrational, believed by members of that community, but also lacking scientific evidence. Since the mentioned values affect the individuals themselves and their behavior, and thus consumer behavior, this paper examined the relationship between these values and consumer behavior