Social factors exert a broad and deep influence on consumer behavior. The marketer needs to understand the role played by the buyer's culture, subculture, and social class. Compare the roles of culture, subculture, and social class
What will be an ideal response?
Culture is made up of the values, beliefs, customs, and tastes a group of people produce or practice. Each culture contains smaller subcultures, or groups of people who share a distinctive set of beliefs or characteristics. Many racial and ethnic subcultures make up important markets. Social classes are the overall rankings of people in a society. Members of a social class share similar education and income levels, and often have similar values, interests, and behaviors.
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