The paper "Target Consumer Culture " is a great example of marketing coursework. There are so many factors that influence customers to purchase behavior. Some of these include social factors, economic factors, psychological factors, and personal factors. As part of their work, marketers are required to profile customers based on their unique characteristics. This allows for easier targeting which helps cut on waste and increase marketing impact. To target consumer culture, marketers need to understand an array of factors including social class. People are placed in social classes based on income, occupation, wealth, family background, and education.
Each social class has unique features and approaches to consumer purchases. Rich people tend to have higher disposable income hence have the ability to buy more products and services when compared to those of the lower class. Also, the type of spending varies as the former prefers goods of higher quality and makes purchases from exclusive shops. In contrast, the lower class focuses on necessities such as food. Marketers should know the social class that their targeted audience belongs to. If they are targeting the upper-class segment, their market products should meet their expectations regarding quality, service, and other values.
In addition to this, marketers should familiarize themselves with the target market reference groups and psychological factors among others. Marketers should know all the important occasions marked in a country as they are usually characterized by heavy spending. This paper analyzes both sides of the importance of understanding class to target consumer culture and the judgment of the analysis. Paragraphs Arguing For The Motion Culture plays a key role in shaping consumers' behavior. Culture has a significant effect on individuals' needs and wants because it is through it that they are taught how to live, what to hold dear, and how to carry oneself in the society (Wells, 2014).
Different societies value different attributes that it seeks to influence each of its members to have. For example, traditional American culture values are freedom, self-independence, hard work, security, hard work, and community involvement.
Consumer Culture Theory. (2015). Bingley: Emerald Group Publishing.
Côté, S. (2011). How social class shapes thoughts and actions in organizations. Research in Organizational Behavior, 31, pp.43-71.
Durmaz, Y. and Taşdemir, A. (2014). A Theoretical Approach to the Influence of Social Class on Consumer Behavior. American International Journal of Social Science, 3(3).
Francisco, S., de Nadai Sastre, P. and Joao, B. (2010). Reference group influence on consumer decision making process: a study in the Brazilian sports utilitarian vehicles segment. Journal of Academy of Business and Economics, 10(2).
Giachetti, C. (2014). Competitive dynamics in the mobile phone industry. London: Palgrave.
Goldstein, J. (2012). How The Poor, The Middle Class And The Rich Spend Their Money. [online] NPR.org. Available at: http://www.npr.org/sections/money/2012/08/01/157664524/how-the-poor-the-middle-class-and-the-rich-spend-their-money [Accessed 8 May 2017].
Lantos, G. (2011). Consumer behavior in action. Armonk, N.Y: M.E. Sharpe.
Piff, P. K., Kraus, M. W., Coˆte´, S., Cheng, B. H., & Keltner, D. (2010). Having less, giving more: The influence of social class on prosocial behavior. Journal of Personality and Social Psychology, 99, 771–784.
Neelankavil, a. and Rai, A. (2014). Basics of International Business. London: Routledge.
Salomon, R. (2016). Why Walmart Stumbled on The Road to China. [online] Fortune.com. Available at: http://fortune.com/2016/02/21/why-walmart-stumbled-on-road-to-china/ [Accessed 8 May 2017].
Wells, V. (2014). Handbook of developments in consumer behaviour. Cheltenham: Edward Elgar.