Social Class, Culture and Subculture
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Two or more persons related by blood, marriage or adoption who reside together in the same household
Might include individuals who are not related by blood, marriage or adoption, such as unmarried couples, family friends, roommates or boarders.
8 roles in the family decision making process
The division of members of a society into a hierarchy of distinct classes, so that members of each class have relatively the same status and members of all other classes have either more or less status.
ranked in a hierarchy ranging from low to high status
The Measurement of Social Class
Objective Measures: Occupation Education Income
The sum total of learned beliefs, values and customs that serve to regulate the consumer behaviour of members of a particular society.
“Mental or verbal statements that reflect a person’s particular knowledge and assessment about some idea or thing
Overt models of behaviour that constitute culturally acceptable ways of behaving in specific situation
Relatively enduring beliefs that serve as guides for what is considered ‘appropriate’ behaviour and are widely accepted by the members of a society
Values that are held by almost every person in a particular society
The learning of the culture of one’s own society
The learning of a new or “foreign” culture
Australian Values Segment
- Basic Needs
- Fairer Deal
- Traditional Family Life
- Conventional Family Life
- Look at Me
- Something Better
- Real Conservatism
- Young Optimism
- Visible Achievement
- Socially Aware
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
Cultural Profile of a Society: 4 Composite Element
- 1. The core cultural themes shared by most people irrespective of what subculture(s) they may belong to.
- 2. Self-identification.
- 3. The language used.
- 4. The unique beliefs, values, and customs subscribed to by members of specific subcultures
- Gen Y (1980-1994)
- Gen X (1965-1979)
- BB (1946-1964)
- Seniors (60+)
Involves examining the similarities and differences between consumers in different nations.
Country of Origin Effects
Where purchase decisions are influenced by where the product originates from (produced).
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