– Most fundamental determinant of a person’s wants & behaviour.
– Defined by-
- Value Systems.
– Manifest through our approach to
- Achievement/ Success.
- Efficiency/ Practicality.
- Material comfort.
- Humanitarianism/ Spiritualism.
– The various culture in the world are as follows:
- Indian sub-continental culture.
- Oriental culture.
- Occidental culture (European).
- Latin-American culture.
- African culture.
- Arabian culture.
- Aboriginal culture.
Sub – Culture:
– Each culture consists of smaller sub-culture that provide even more specific identification & socialization for its members.
- State of origin.
– Sub-culture may make up important market segment.
– Hence, marketer’s may design products & marketing programs tailored to their needs.
Social – Class:
– Manifestation of social satisfaction.
– Social classes are relatively homogenous & enduring division in a society, which are hierarchically ordered & whose members share similar values, interests & behaviour.
– May not be a reflection of income alone.
– Other indicators may be
- Area of residence.
– Social class differ in an external characteristic such as.
- Speech pattern.
- Recreation preferences.
– Social class identified by social scientists are:
- Upper Uppers:
- Live on inherited wealth.
- Donate to charity.
- Good market for jewellery/ Antiques/ Home/ Vacations.
- Dress conservatively.
- Reference group for others.
- Lower Uppers:
- Earn high income on professional ability.
- Usually comes from middle class.
- Active in social events.
- Seek status symbols.
- Display conspicuous consumption.
- Upper Middle:
- May not possess high family status/ wealth.
- Primarily concerned with career.
- Believe in education.
- Like Ideas and High culture.
- Quality market for homes/ clothes/ furniture/ white goods.
- Enjoy entertaining friends.
- Average salary people.
- Live on better side of town.
- Buy popular goods to live up with trends.
- Spend on worthwhile experiences for children.
- Seek better brand names.
- Working Class:
- Blue-collars workers.
- Guided by relatives for assistance in times of troubles.
- Maintain gender role division.
- Lead working class lifestyles.
- Upper Lowers:
- Perform unskilled work.
- Poorly paid, strive for more money.
- Educationally deficient.
- Living standard just above poverty.
- Lower Lowers:
- Poverty stricken.
- Usually out of work.
Social class show following characteristics:
– Persons within a social class tend to behave alike.
– Persons are perceived as superior/ inferior in society based on social class.
– Social class indicated by a cluster of variables rather than a single variable.
– Individual can move from one social class to another, both, up or down.
– Social class show distinct product/ brand preferences in many areas.