- Subculture: A group of people with shared value system based on common life experience and situations.
- Subculture includes nationalities, religions, racial groups, and geographic regions.
(1) Native Canadians
(2) Canada’s Ethnic Consumers
(3) Mature Consumers
(4) Internet Users
- Internet Users à Internet users are powerful and in control. The consumer s one who choose to access a web site
and marketers must adjust to the idea that the Net is a means of two-way communication between a consumer and a
vendor, not the one-way street that media advertising represents, IN other words, “They’re not just listening to what
the corporation wants to sell them, they’re choosing the information that appeals to them.
- Social classes are society’s relatively permanent and order division whose members share similar values, interest,
- Social Class: Relatively permanent and ordered division in a society whose members share similar values,
interests, and behaviours.
- Social class is not determined by a single form, such as income, but measured as a combination of occupation,
income, education, wealth and other variables.
- Table 5-2 Characterises of Seven Major North American Social Classes (page 162)
- People can move to a higher social class or drop into a lower one.
- Groups: Two or more people whom interact to accomplish individual or mutual goals.
- Groups that have a direct influence and to which a person belongs are called à Membership groups
- Primary Groups à With whom there is regular but informal interaction – such as friends, family, neighbours, and
- Secondary Groups à, which are more formal and that, has less regular interactions. These include organizations,
such as religious groups, professional associations, and trade unions.
- Reference Groups à serve as a direct (face-to-face) or indirect points of comparison or reference informing a
person’s attitudes or behaviour. People often are influence be reference groups to which they do not belong. - Opinion Leaders: People within a reference group who, because of special skills, knowledge, personality, or other
characteristics, exert, influence on others.
- Opinion Leaders are found at all level of society, and one person may be an opinion leader in certain products
areas and an opinion follower in others. Marketers try to identify opinion leaders for their products and direct
marketing effort towards them.
- Family members can strongly influence buyer’s behaviours. The family is the most important consumer buying
organization in society.
- In Canada and the United States, the wife is traditionally has been the main purchasing agent for the family,
especially in the area of food, households, products, and clothing.
- In the case of expensive products and services, husbands and wives more often make joint decisions.
ROLES AND STATUS
- A person belongs to many groups-family, clubs, and organizations. The person’s position in each group can be
defined in terms of both roles and status. A role consists of the activities that people are expected to perform
according to the persons around them. Each role carries a status reflecting the general esteem given to it by