Consumer Behavior: Culture, Subculture, And Social Class

The Internet is a system series of computer networks that transfer data by packet switching using the standard Internet protocol suite worldwide. Internet is a big network, which consists of millions of other smaller networks, that together carry various information and services, like electronic mail, data transfer, the interlinked Web pages and other documents (Jobber & Fahy, 2003). People have started to use internet more and more over the past years and internet has become a common means for delivering and accepting information about services and goods. With the growing Internet usage people changed the way how they shop (A.N. Albarq 2006). Nowadays customers prefer to shop online all over the world as it has many advantages. The Internet lets consumers to search information about product or service and to purchase it through direct interaction with online stores. The Internet has become worldwide marketplace for e-commerce and information exchange. Nowadays to be

In this characteristic there are three features influencing consumer behavior: Culture, Subculture, and Social Class. One of the most important reason which creates consumers needs and wants is cultural characteristic. Human behavior is mostly learned and people exposed different sets of values and beliefs(Kotler and Armstrong 2007). These values influence to consumer behavior. These characteristics are important for marketers for understanding consumer behavior and taste. Subcultures are small groups formatted from people that share the same values and beliefs like nationalities, religions or geographic regions. The subculture is an important and effective market segment, which can be targeted, as soon as it is identified. Social class is a structure, consisting of a combination of factors which gather different types of members (Kotler and Armstrong 2007). Some social factors are income, age, education, and