Culture: The set of basic values, perceptions, wants and behaviors learned by a member of the society from family

and other important institutions. Example: Failure of Kelloggs in India. Cultural shift towards greater concern for health and fitness created a huge industry for health and fitness services exercise equipment and more natural foods and variety of diets. Cultural shift in the India by adopting the western culture in the form of changes in preferences from traditional Indian clothes to western wear. Subculture: A group of people within a culture that have a shared value system, similar habits, behavior patterns based on common life experiences and situations. Indian community living in the United States. Various communities in India. (Punjabis, Malayalese, Telugu etc) Launch of Afrocentric brand, Mahogany by Hallmark in the US.

Social Class: Classification of members of a society in to a hierarchy of distinct classes. Upper Class Upper Middle Class Middle Class Lower Class

Social Factors: Reference group: Primary Reference group: Membership reference group Aspiration reference group Disclaimant reference group Avoidance group

Secondary reference group Family Roles and status

Cultural Culture

Social Reference group Personal Age and stage of lifecycle Occupation Economic situation Lifestyle Personality Self concept Psyche Motivation Perception Buyer Learning Beliefs and attitudes

Subculture

Family

Social Class

Roles and Status