Answered: • As you read this, consider a recent…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:• Read the handout and answer the questions in each section • As you read this, consider a recent purchase (over £100) - to what extent did the following characteristics influence your decision to buy this particular product/service brand? Characteristics Affecting Buyer Behavior 1. Cultural Factors • Culture is the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Culture tends to point to groups in a large geographic area. • Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations.eg: political groups, sexual orientation. Other examples of sub-cultures - bikers, goths, hipsters. gamers • Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Measured as a combination of occupation, income, education, wealth, and other variables. How do today's marketers incorporate subcultures in marketing. Provide an example? Did culture affect your recent purchase; if so provide an explanation?

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