影购消费者行为的因素 5-4 文化 Most basic cause of a persons wants and behavior Values Perceptions Subculture Social class Groups of people with shared People within a social class value systems based on tend to exhibit similar buying common life experiences. behavior Hispanic Consumers Occupation African American Consumers Income Asian American Consumers Education Mature Consumers Wealth 商务策划学院2002商务策划学院 2002 影响消费者行为的因素 5-4 : 文化 Social Class • People within a social class tend to exhibit similar buying behavior. • Occupation • Income • Education • Wealth • Most basic cause of a person's wants and behavior. • Values • Perceptions Subculture • Groups of people with shared value systems based on common life experiences. • Hispanic Consumers • African American Consumers • Asian American Consumers • Mature Consumers