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The influence of culture and social class in the consumption of automobiles of individual consumer and industrial buyers

 Abstract
 When making decisions of purchase, both individual consumers and industrial buyers are affected by the culture and social class they are in. Different countries have different cultures. Including all the results of human spiritual activities, culture poses a strong constraint on individual consumers and industrial buyers’ belief, value attitudes and understanding of time and space, indirectly and directly affecting their consumption behavior. All individual consumers and industrial buyers belong to their particular social class, according to their profession, wealth, reputation and other aspects. Different social classes have different consumption behaviors. This paper attempts to explore the influence of culture and social class on individual consumers and industrial buyers’ behavior. After understanding culture and social class more deeply and comprehensively, this paper applies those theories to individual consumers and industrial buyers’ consumption of automobiles in the real world. In general, in this open material-oriented and globalized world, the influence of culture is fading, especially for industrial buyers when purchasing automobiles. Social class still influence individual consumers’ behavior, although it never affect industrial buyers to a considerable extend. The result of this paper shows the cultural features and social class positioning of many automobile brands, and the influence on their sales performance. The suggestion about how to utilize culture and social class in marketing management process and thus promote market performance is put forward at the end of this paper.
 
 
Introduction
 Individual buyers refer to those who buy products or services for themselves or their families. What individual consumers buy are consumption products. Individual consumer is opposite to industrial buyer/organizational buyer. An industrial buyer refers to someone who makes decisions to buy material stuff, by-products, finished products or services for an organization like government, enterprise and non-profit organization to support its operation, to further process or to resell for the pursuit of profit.
 
 The purchasing processes of individual consumer and organizational buyer are much the same. The basic steps in a purchase process are information search, information evaluation, purchase decision and post-purchase evaluation, which fit both individual consumer and industrial buyer. Both individual consumer and industrial buyer are influenced by internal factors and external factors in purchase process. Individual consumer and industrial buyer are all constrained by their budget. They both choose what they think are better products or services.
Culture and Social Classes in Automobile Market
Automobile Market: A glance
Social class in Automobile purchase References
Beeghley, L. (2004). The Structure of Social Stratification in the United States. Boston, MA: Pearson, Allyn & Bacon.
Del I. Hawkins. (2010). Consumer Behavior: building marketing strategy, 11th edition. McGraw-Hill Higher Education
Gilbert, D. (2002) The American Class Structure: In An Age of Growing Inequality. Belmont, CA: Wadsworth
Hofstede, G. (1984). National cultures and corporate cultures. In L.A. Samovar & R.E. Porter (Eds.), Communication Between Cultures. Belmont, CA: Wadsworth. (p.51)<本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。