Culture and Cb

Only available on StudyMode
  • Download(s) : 98
  • Published : April 14, 2013
Open Document
Text Preview
Report 1 – Culture and Consumer Behavior

Table of contents
1.1 Cover Page ……………………………………………………………………….......……1 1.2 Table of contents ……………………………………………………………..……………2  1.3 Executive Summary ………………………………………………………………………..3   2.0 Culture and CB
2.1 Definitions of culture and consumer behavior………………………………….…………..4 2.2 Discussion of the relationship between culture and CB…………………………………….4  2.3 Examples of the relationship between culture and CB……………………..………………6 3.0 The “Big Three” and CB

3.1 Definitions of the “Big Three” American subcultures…………………………………..….6 3.2 CB differences among the “Big Three” subcultures………………………………..………7     4.1 References…………………………………………………………………………….…….9 5.1 Appendix……………………………………………………………………………………11

Executive Summary
For the requirement of the MKTG6371 course, spring 2013, first, the report provides the definitions of cultures and consumer behavior in general. The report also presents the strong relationship between culture and consumer behavior. Besides, it provides some illustrating examples to prove the points. Second, the report defines the “Big Tree” in the US as well as their similarities and differences. Moreover, using the understandings on those, the report explains the consumer behavior differences among the “Big Three” subcultures.

Culture and Consumer Behavior
Definitions of culture and consumer behavior
Culture – (Solomon, 2011) (1) A society‘s personality. It includes both abstract ideas such as values and ethics, and material objects and services, such as the automobiles, clothing, food, art and sports a society produces; (2) A accumulation of shared meanings, rituals, norms and traditions among the members of an organization or society, (3) A lenses through which people view products Consumer Behavior – (1) According to Kuester (2012), consumer behavior is the study of individuals, groups, or organizations and the...
tracking img