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Marketing 3, Young and Rubicam advertising agency: 7 major lifestyles -…
Marketing 3
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Technical (durability,reliability,performance...)
Economic (price, value for money, residual value...)
Social (status,social belonging, convention..)
Personal (self-image, risk reduction, moral, emotions..)
- Criteria influences on consumer's behavior
Personal criteria: motivation/values, beliefs/attitudes, brand personality, lifestyle and life cycle
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Social criteria :
- culture (internationalizat°),
- social class(UK, India),
- group reference (conspicuous conso)
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