Major factors influencing buying behaviour - subculture, Marketing Management

Subculture: each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, racial groups, and geographic regions: many subcultures make up important market segments, and the marketers often design products and marketing programs tailored to their needs. Social classes are relatively homogenous and enduring divisions in a society which are ordered and whose members share similar values, interests, and behaviour. Social classes have the following characteristics:

a.       Persons within a given social class to behave more alike.

b.      Social classes are hierarchical.

c.       Social classes are not measured by a single variable but it is measured by a weighted function of one's occupation, income, wealth, education, status, prestige, etc.

d.      Social class is continuous rather than concrete with the individuals able to move into a higher social class or drop into a lower class.   

Posted Date: 9/19/2012 4:05:29 AM | Location : United States







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