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. While price-conscious, they are motivated by product quality and choice. Current research indicates that stereotypes are misleading. Marketing to Hispanics has proven to be a challenge because of the diversity of this subculture and language.