What Are Marketing Strategies Through Class Traits & Cultural Elements? | Arabic Investor - Arabic Investor

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What Are Marketing Strategies Through Class Traits & Cultural Elements?

what is culture in marketing, cultural marketing strategy, cultural constraints in marketing, How does culture influence marketing strategies?

 “What class traits define your peer group? For example, what speech patterns or clothing trends do you and your friends share?” And “What cultural elements, such as taste in music or hobbies, define your peer group?”

Many class traits can be used to identify a group of people. These include income level, education level, occupation, and social status. Class is often used to stratify society, and people in different classes often have different lifestyles and access to additional resources (Hawkins et al., 2020).

I belong to a middle-class and expat group who are working at higher education institutions in Saudi Arabia. We are a group of highly educated professionals who have come to Saudi Arabia to work at universities. Our group peers shared interests and cultural elements define my peer group as expat employees working at higher education institutions. We share many common interests, including a love of learning, teaching, and research. We are also interested in exploring the local culture and learning about the history and culture of Saudi Arabia. We are all adjusting to life in Saudi Arabia and are learning new things about the culture and the people here (Alanezi et al., 2020). We often speak in English and our native languages when we are around each other. We are all big fans of music, movies, and time outdoors. We have very similar fashion senses, favoring comfort over style. We dress relatively conservatively and often wear traditional Arabic clothing. We are generally friendly and welcoming to new people and enjoy social time together. These shared interests help create a strong sense of community among expats (HSBC, n.d.)

Furthermore, some typical class traits among us include (1) Fluent in English and/or Arabic. (2) Holding a bachelor's degree or higher "Highly educated." (3) Working in a professional or academic setting. (4) Have lived in Saudi Arabia for an extended period of time. (5) Interests in traveling and exploring new cultures. And (6) Open-mindedness and tolerance for different lifestyles.

 

“How do you see this set of class traits as different from other classes either above or below yours?”

Cultural Influences on Marketing Strategies - Small Business ...


The middle class is often defined by its unique set of traits and characteristics, which sets it apart from other social classes. For example, middle-class individuals are typically more educated and have higher incomes than lower classes. Additionally, the middle class is often seen as more stable and secure than the lower class and as more ambitious and aspirational than the upper class (Craib, 2002).

Thus, when considering how the middle class differs from other classes, it is essential to consider the economic and cultural factors that define it. The middle class is typically characterized by its relative stability in terms of its financial position. In terms of culture, the middle class is often associated with values of hard work, self-discipline, and respect for authority (Reeves et al., 2018).

The middle-class is usually seen as the backbone of society. Middle-class persons are the ones who can maintain a stable lifestyle and provide for their families. They are also the ones who can contribute to the economy in a meaningful way. The middle class is often seen as the most stable and the most important class in society (Matthew Frankel, 2019).

 

The traits possessed by the middle class are generally different from those of other classes, be they above or below it. As: (1) It is aspirational, (2) it is flexible, (3) it shuns excessive materialism, (4) it is egalitarian, (5) it is cooperative, (6) it is self-expressive, (7) it is generally content, and (8) it generally does not reject others.

 

References

Alanezi, A., Darwish, T. K., Singh, S., & Miroux, A. (2020). Substituting expats with locals: Tncs and the indigenization policies of Saudi Arabia. Transnational Corporations, 27(1), 63–86. https://doi.org/10.18356/41c3a7d3-en  

Craib, I. (2002). What is social class? Group Analysis, 35(3), 342–350. https://doi.org/10.1177/0533316402035003607  

Hawkins, D. I., Mothersbaugh, D. L., & Kleiser, S. B. (2020). Consumer behavior: Building marketing strategy. McGraw-Hill Education.

HSBC. (n.d.). Living in Saudi Arabia: Saudi Arabia country guide - HSBC expat. Living in Saudi Arabia | Saudi Arabia Country Guide - HSBC Expat. Retrieved May 13, 2022, from https://www.expat.hsbc.com/expat-explorer/expat-guides/saudi-arabia/living-in-saudi-arabia/  

Matthew Frankel, C. F. P. (2019, June 15). Are you middle class? here are 5 traits you might have. The Motley Fool. https://www.fool.com/investing/2019/06/15/are-you-middle-class-here-are-5-traits-you-might-h.aspx  

Reeves, R. V., Guyot, K., & Krause, E. (2018, May 7). Defining the middle class: Cash, credentials, or culture? Brookings. https://www.brookings.edu/research/defining-the-middle-class-cash-credentials-or-culture/

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