MKT 337 Chapter Notes - Chapter 6: Disposable And Discretionary Income
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Of all the factors that affect consumer decision making, cultural factors exert the broadest and deepest influence. Marketers (cid:373)ust u(cid:374)dersta(cid:374)d the (cid:449)ay people"s (cid:272)ulture a(cid:374)d its accompanying values, as well as their subculture and social class, influence their buying behavior. It adapts to changing needs and an evolving environment. The rapid gro(cid:449)th of te(cid:272)h(cid:374)ology i(cid:374) today"s (cid:449)orld has a(cid:272)(cid:272)elerated the rate of (cid:272)ultural (cid:272)ha(cid:374)ge. This value has created lucrative markets for products such as breakfast bars, energy bars, and nutrition bars that allow consumers to eat on the go. A social class is a group of people who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms. U. s. social classes: the upper and upper middle classes comprise the small segment of affluent and wealthy. Americans: the majority of americans today define themselves as middle class, regardless of their actual income or educational attainment.
