Lesson 15 : Analyzing Consumer Market and Buyer Behavior
Cultural factors
Cultural factors exert the broadest and deepest influence on consumer behavior change. The roles played by the buyers culture, sub culture and social class are particularly important.
Culture- Culture is the most fundamental determinant of a person’s wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behavior through his or her family or other key institutions.
Sub-culture- Sub-culture includes nationalities, religions, racial groups, and geographical regions. Many sub-cultures make up important market segments, and marketers often design marketing programs tailored to their needs.
Socialclass- Social classes are relatively homogenous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior. Social classes do not reflect income alone but also other indicators such as occupation, education, and area of residence.
Participants