MKTG 649 CHAPTER 5 NOTES

MKTG 649 CHAPTER 5 NOTES - Chapter 5 What Influences...

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Chapter 5 What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors What is Culture? Culture  is the fundamental determinant of a person’s wants and behaviors  acquired through socialization processes with family and other key  institutions. Subcultures: Nationalities Language is the carrier of culture Religions Racial Groups Geographic Regions Characteristics of Social Classes: Within a class, people tend to behave alike Social class conveys perceptions of inferior or superior position Class may be indicated by a cluster of variables (occupation, income,  wealth) Class designation is mobile over time People’s situations change Social Factors Reference Groups Family Social Roles Function at that time Teacher tonight, musician tomorrow
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Statuses Reference Groups: Membership Groups
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This note was uploaded on 01/31/2012 for the course MKGT 649 taught by Professor Staff during the Fall '11 term at S.F. State.

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MKTG 649 CHAPTER 5 NOTES - Chapter 5 What Influences...

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