Finally the older married and unmarried stages represent a sizable market for medicine and health care services. The five roles of individual family members in the purchase process exist. Increasingly, teen-agers are assuming more of these roles for many purchases in single parent and working parent homes. Social class standing is related to the purchase and use of consumer products. People in upper classes are targeted by companies for items such as financial investments, expensive cars, and evening wear.
Middle classes represent a target market for home improvement centers and automobile parts stores.
Lower classes are targeted for products such as plastic figurines and scandal magazines. Culture refers to the set of values, ideas and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. Subculture refers to the norms and values of subgroups within the larger or national culture. African American, Hispanics, and Asians represent sizable subcultures. It is inappropriate to think in terms of stereotypes when marketing to these subcultures.