Personal space however varies amongst south africans

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Unformatted text preview: adult may take a few days to think about, whereas a child may do so within minutes. Space is an aspect that differs particularly in the working world. It is generally accepted that people in authority have bigger offices. Personal space, however, varies amongst South Africans, as some believe in maintaining a “space bubble” around them whilst others believe that standing too far away from the other person is being rude. When this “space bubble” is burst be someone else, they in turn regard him or her as being pushy and rude. A queue at a cashier is where consumers typically experience this. The influence of etiquette is brought into play by the previous scenario [Hawkins et al., 2001:58 and Gannon, 1998:44]. Symbols and colours play a role in influencing non-verbal communications [Hawkins et al., 2001:59 and Cohen, 1996:187]. The male / female icons used at garage restrooms exemplify the issue of symbols, whilst a relevant colour example sees how most South Africans generally assume that babies dressed in pink are girls and babies dressed in blue are boys. 47 Within cultures it is often found that subcultures exist. A subculture is a segment within a culture that shares a set of meanings, values or activities that differ in certain respects from those of the overall culture [Arens 1999:143 and Brassington & Pettitt, 1997:111]. The term microculture is sometimes used, as some experts believe that the word subculture connotes inferiority [Engel et al., 1995:612]. Any culture can be divided into several types of subcultures, each with its own characteristics, yet existing within the whole. It all depends on the onlooker’s perspective just how detailed a division is required [Tian, 2000:273 and Churchill & Peter, 1998:151]. A brief list of subculture dimensions with relevant examples are shown in table 2.6. Table 2.6: Subculture dimensions. Subculture dimensions nationality o religion o gender o age o lifestyle o racial group o geographic region o income o Examples South African, Austrian Christianity, Islam female, male Generation Y, Baby Boomers punks, gothic Indian, White Gauteng, Mpumalanga middle, low Source: Adpated from Kotler, P., 2000, Marketing Management, Millennium edition, New Jersey, U.S.A.: Prentice Hall, 2000, p. 161. It should be pointed out that the above categories are not clear-cut cases as many consumers actually have overlapping attributes. An example is that of two different racial groups that share the same religion yet their lifestyles are completely different. This has brought about the acceptance that everyone is part of several subcultures [Hawkins et al., 2001:147]. Subcultures tend to transfer their beliefs and values from generation to generation. Racial, religious and ethnic backgrounds affect consumers’ preferences for styles of dress, food, beverages, transportation, personal care products and household furnishings to name a few [Burgess, 1998:16]. It is anticipated that this research study will encounter various behaviours from the Millennial Generat...
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This test prep was uploaded on 04/04/2014 for the course SOCIAL SCI 23 taught by Professor Salman during the Winter '10 term at University of the Punjab.

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