Question One: (50 marks)

Cultural Factors affecting Consumer Behaviour

Consumer behaviour deals with the study of buying behaviour of consumers. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. Several factors influence the buying decision of consumers, cultural factors being one of the most important factors.

Cultural factors have a significant effect on an individuals buying decision. Every individual has different sets of habits, beliefs and principles which he/she develops from his family status and background. What they see from their childhood becomes their culture.

a. What is the difference between culture and subculture? (10 Marks)

b. Select a country of your choice which is characterized by having multiple cultures, or select

two countries, and explain briefly the different effect culture has on:

- The family system (5 Marks)

- Female and male garment (5 Marks)

- Marriage (5 Marks)

- Eating preferences (5 Marks)

c. Explain the meaning of Social Class and show the difference in behaviour between Upper-,

Middle- and Lower-Class individuals. (20 Mark)

Word count 500 words