How does culture influence consumer purchasing decisions?
Culture refers to the set of values, ideas and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. Subcultures – groups within the larger, or national, culture with unique values, ideas, and attitudes. three largest racial/ethnic subcultures in the U.S Hispanics, African-Americans Asians . Each of these groups exhibits sophisticated social and cultural behaviors that affect their buying patterns. 1. African-American Buying Patterns African-Americans have the largest spending power of the three subcultures While price conscious, they are motivated by product quality and choice. Respond to products and advertising that appeal to their African-American pride and heritage as well as address their ethnic features and needs. 2. Hispanic Buying Patterns Hispanics represent the largest subculture About 50% are immigrants The majority are under the age of 25. Marketing to Hispanics has proven to be a challenge because The diversity of this subcul
