Theory of Buyer Behavior: Culture and Sub-Culture

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The purpose of this report was to analyze the factors for how a brand target the overall culture at the same time as targeting a specific sub-culture within the market and what theories of buyer behavior can help marketers to achieve this goal. With the development of globalization, companies have to meet different customers with diverse culture. In such competitive situation, it is very significant for companies to know the buyer behavior of customers in various cultures.

Culture is defined as the mixture of beliefs, values and customs, which affect the buyer behavior of consumers in a society. Sub-culture is a group, which have their own traditions, values and customs differing from the main culture in some significant way.

To achieve this goal, there are two main kinds of factors need to be present. One is external factor, including new technology, population shifts, resource shortages, customs from other cultures, changing values, wars, and change role of women; another is internal factor, which can be understood as promotion, variable product range, and enough resources. It is important for marketers to commend that theories of buyer behavior can help them to complete the mission. In one way, character of different cultures is good way to segment the market. In another way, diverse valve and motivation can help marketers to develop differentiation strategy.Tables of contents

1. Introduction 3

1.1 Purpose: 3

1.2 Background: 3

1.3 Scope: 3

1.4 Methodology: 3

1.5 assumptions and limitations: 4

1.6 plan: 4

2.Content 5

2.1 Culture and Sub-culture 5

2.2 factors to targeting both markets 7

2.3 Theories of buyer behavior 9

3.Conclusion 10

References 11

Tables of contents

1. Introduction

1.1 Purpose:

The purpose of this report was to analyze the factors for how a brand target