MKTG101 Lecture Notes - Lecture 4: Consumer Behaviour, Decision-Making, Social Class
Document Summary
Situational influences: the circumstances consumers finds themselves in when marking purchasing decisions. Cultural influences: the domain of sociology and anthropology. Influences on behaviours that operate at the level of the whole society or of major groups within society. Hofstede"s cultural dimensions: power distance: degree of acceptable inequality within a culture, uncertainty avoidance: extent to which people feel threatened by undertainty and seek to reduce it. Individualism: extent to which people focus on their own goals over those of the group: masculinity: extent to which assertiveness, success and status are valued over solidarity and life quality. Long term orientation: pragmatic, long-term orientation is valued over a short term focus: new dimention: indulgence vs retraint. Subculture: a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture in which they are immersed. Multiculturalism: the existence of diverse cultures within a society.
