COMMERCE 2MA3 Chapter Notes - Chapter 5: Chinese Canadians, Cognitive Dissonance, Life Insurance
25 May 2016
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Document Summary
Culture includes: the values, beliefs, preferences, and tastes handed down from one generation to the next. Cultural influences include: core values: cultural values may change, but core values do not. Ex/ in canada, mosaic culture, equality, diversity, respect, etc : microcultures: groups within a culture that have distinct modes of behavior. Quebecois consumers: often considered a main cultural group, quebec is the largest french-speaking area in north america. Chinese canadian consumers: came from hong kong during the 1980s, now coming from other areas such as mainland china. South-asian consumers: came from several cultures punjabi, urdu, and tamil, this group is expected to be the largest cultural group by 2031. Other cultural groups: more than 80 cultural groups across the country. Influence of reference group depends on two conditions: Purchased product must be conspicuous, something that not everybody owns. If mac students go to a certain restaurant, you will go too: social classes.
