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Corporate Strategy

Chapter 4:

Anthropology:

According to the world book dictionary anthropology refers to the science of man, which deals with his physical characteristics, with the origin and development of races, and the cultures customs and beliefs of mankind. Anthropology has tended to concentrate on the over-all problems of mankind, particularly through the concept of culture.

Cultural factors appear to be the most influential factors affecting a consumer's buying behaviour. The cultural factors are inclusive of culture, subculture and social class.

Culture:
Culture as mentioned previously, exerts one of the most influential forces on the consumer's buying behaviour. Values, perceptions, preferences and behaviours of the young growing children are developed though his/her family and other prominent institutions. Hence, growing children develop the culture of his/her ancestors. These values, perceptions, preferences and behaviours plays a very significant role in the buying process,......


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Approximate Word Count: 932
Approximate Pages: 4 (250 words per double-spaced page)

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