BUSI 520 Q1 & Q2 Consumer Analysis, Market Segmentation, and Market Coverage.docx

BUSI 520 Q1 & Q2 Consumer Analysis, Market Segmentation, and Market Coverage.docx

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Running head: CONSUMER ANALYSIS, MARKET SEGMENTATION 1 Consumer Analysis, Market Segmentation, and Market Coverage Shannta Hinds Liberty University
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CONSUMER ANALYSIS, MARKET SEGMENTATION 2 Cultural factors that influence the purchase of Uber product/service Cultural factors are those that a person learns at the early stages of life as a result of socialization with the family members and vital institutions. An individual usually learns a set of preferences and values, perceptions and behavior patterns that change as an individual grow up. Cultural factors comprise culture, sub-culture and social class. Culture: Culture refers to the customs, rituals, practices, and belief that are followed by a specific group of people (Sarma, 2018). As the kid continues to grow, he or she is instilled with both decision making and buying patterns through the family and core institutions involved. Culture varies from one region to the other and from nation to the other. For that reason, it is essential for the Uber marketers to be considerate of the different cultural values of people in the different regions where they operate in order to meet their traveling needs and demands. For example, the sale of “Lungis” and “sarees” is much practiced in the Northern and Southern India. Uber marketers should be sensitive to every culture in which they operate and should take adequate time to study the various cultures before they can establish the marketing strategies they want to use. Culture sets purchasing habits that are contained in the guiding laws. The products presented in the market by the Uber should be accepted in the different cultures so that it remains within the needs of the society. It is good to consider the dynamics are taking place in the cultural set up as the gender roles are shifting and the products provided should meet the change of lifestyle (Lamb, Hair & McDaniel, 2009). There are cultural trends that are affecting the
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