Welcome to Francis Academic Press

The Frontiers of Society, Science and Technology, 2020, 2(2); doi: 10.25236/FSST.2020.020213.

Analysis on the Marketing Strategies of Beats between Cultural Influence and Reference Group

Author(s)

Ding Pengcheng

Corresponding Author:
Ding Pengcheng
Affiliation(s)

Honder College of Inner Mongolia Normal University, Inner Mongolia 201912, China

Abstract

Cultural influence and reference group can be belong to the concepts of consumer behavior. It influences the purchasing motivation and behavior of customer. As a international corporation Beats, which utilized these two concepts its marketing strategies including advertising and marketing activities. In this essay, Hofstede cultural model, and reference group can be used to analyze how Beats can spread brand widely and pull its target customers to purchase the headphone.

Keywords

Beats; Hofstede cultural model; Reference group

Cite This Paper

Ding Pengcheng. Analysis on the Marketing Strategies of Beats between Cultural Influence and Reference Group. The Frontiers of Society, Science and Technology (2020) Vol. 2 Issue 2: 49-51. https://doi.org/10.25236/FSST.2020.020213.

References

[1] Hyman HH (1942). The psychology of status. Archives of Psychology (Columbia University).
[2] Hofstede G, Hofstede G J, Minkov M (1991). Cultures and organizations: Software of the mind. London: McGraw-Hill.
[3] Kelley H H (1952). Two functions of reference groups. Readings in social psychology, pp.410-414.
[4] Kleinman A (1996). How is culture important. Culture and psychiatric diagnosis: A DSM-IV perspective, pp.15-16.
[5] Schiffman LG, Kanuk L L (2007). Purchasing behavior. Upper Saddle River, NJ: Pearson Prentice Hall.