http://www.iadb.org/research/data.cfm?language=EN&parid=2
Lic. Natalia Ceruti - nceruti@uade.edu.ar
www.iadb.org/sociometro
CULTURAL
Culture SOCIAL
PERSONAL
Reference
Groups Age and PSYCHOLOGICAL
Lifecycle stage
Motivation
Occupation
Perception
Economical
Subculture Learning
Family situation
Beliefs
Lifestyle
Attitudes
Personality
Selfconcept
Status and
Roles
Social Class
1. National Character
• They reflect Culture
2. Non Verbal Language into Society
6. Ritual Activities
7. Transition Rites
AB - $ 24.000/m - € 4.000/m
C1 - $ 12.000/m - € 2.000/m
C2 - $ 6.000/m - € 1.000/m
D - $ 3.000/m - € 500/m
E - $ 1.000/m - € 150/m
Claro
Primer Cobayo
• Realistict
• Selective
• Stretching Budget
• Fashion!
• Personal Gratification
3. Belongingness (Aspirational)
5. Imported vs National
Low-income Consumers
spend little on material
goods
• Their shopping needs and tastes are basic but not simplistic
• They aspire to buy leading brands because they embody quality
& status
• They would rather pay more for quality than risk a product
failure (“cheaper becomes expensive”)
• But acceptance of lower-priced value brands is growing in some
countries
• Strongest brand loyalty is among staples (rice, oil)
nceruti@uade.edu.ar