Culture- Culture can be found just about anywhere. From language, music, art, race, what you read, how you dress, to location, these are all examples of culture. Culture can help to guide the average customer into making a purchasing decision. http://mdk09d.files.wordpress.com/2009/11/marlboro11.jpg
in the Marlboro ad it portrays the image all smokers of Marlboro's are cowboys, are rugged, tough, ride horses, or maybe believe that by smoking Marlboro's you can become this way.
Subculture- Subculture is a lot like culture but is just a smaller group or smaller, more defined, category. A subculture may be a symbol, or a way of dress, or type of music, it may also be defined by your personal sexuality. A few examples would be Music:rock, rap, country, or jazz. Labels from Society- Emo, Goth, Prep, Punk, Skater, Rocker, and Hippie are also forms of subcultures. http://edgeymon.hubpages.com/hub/Part-2c-Subculture-Roles-and-Control#slide2143752
Social Class- Social class is measured in many different ways, some may look at status, wealth, or power. They often refer to three categories; Upper class, Middle class, and Lower class.
Upper class consists of the wealthy or powerful who usually control most of the political office's or production companies. In some countries wealth is all it takes to enter the Upper class, but in others it may only depend on being born to a certain bloodline.
Middle class often referred to as "white-collar" workers are the most difficult to define. mainly consist of the professionals like managers and and supervisors. There are three sub sections of the middle class .
Lower class consists of mainly considered "working class and have little education and work in low paying jobs. http://www.youtube.com/watch?v=C-IINQmE62k&feature=related&noredirect=1
Reference Groups- Can consist of celebrities, or someone that would be looked up to or aspired. It can be a entire group of people like tweens, teens,or 50 and older.Reference groups can consist of membership or non-membership groups. The information obtained is used as a benchmark or reference for companies to compare against. http://www.celebrityendorsementads.com/celebrity-endorsements/product-index/
Situational Determinates- A ssituational determinates is something to cause a persons situation to change, such as a loss of a job, a pregnancy, diet, health scare,new job, new house, more responsibility, weather, or even kids. All of these can cause a person to have to change the way they buy and spend their money.
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