... from the family and other important groups. Every society, group has cultural values and these values differ greatly from country to country and the buy products accordingly. Sub-Culture: Each culture contains "sub-cultures" groups of people with shared values. For example, the "youth culture" or "club culture" has quite distinct values and buying characteristics from the much older "gray generation" Social Class: Virtually all human societies show signs of social stratification. Stratification some times takes form of a caste system where the members of different castes are reared for certain roles and cannot change their cast membership. * Social Classes are relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests and behavior. Social classes do not reflect income alone but also other factors such as occupation, education, and area of residence. Social classes differ in dress, speech and many other characteristics 2. Social Factor: A customer's buying ...

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