Module 04 External Determinants of Consumer Behavior Culture and Subculture
Influence of Culture on Consumer Behavior
Culture shapes a society’s values, customs, norms, arts, social institutions, and intellectual ac...
Characteristics and Measurement of Culture
Culture consists of shared values, norms, language, symbols, and rituals that guide behavior with...
Consumer Fieldwork
Consumer fieldwork is a research approach where marketers or anthropologists observe and study co...
Subculture Influences
Subculture is a group that shares certain beliefs, values, and customs and exists within a larger...