Cultural Factors Influencing

Marketing Management 3(2+1)

Lesson 08 : Marketing Process

Cultural Factors Influencing Buyer’s Behavior include

Culture, sub culture and social classes
  • Culture Culture is the most basic cause of a person's wants and behavior. The cultural values of the each country differ from one another. The person adopts specific culture values like achievement and success, activity, material comfort, individualism, freedom, and youthfulness etc. from the surroundings of his country.
  • Sub culture It’s a subdivision of culture that includes nationalities, religions, racial group and geographic regions. These sub cultures can form a market segment by themselves.
  • Social class It’s a homogeneous group in society. The selection of brands differs based on the social class as it reflects income, occupation and education.
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Last modified: Saturday, 17 December 2011, 6:27 AM