Last Updated 16 Jun 2020

Cultural Social Reference groups in Marketing

Category Marketing
Essay type Process
Words 452 (1 page)
Views 226
Table of contents

Cultural Social Reference groups

Family Roles and status Personal Age and life-cycle


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Economic situation


Personality and self- concept

Psychological Motivation


Learning Beliefs and attitudes

Culture Subculture

Social class

Most basic influences Broadest, deepest

Most specific

Most individual

4 Factors Influencing Consumer Behavior

- Cultural Factors Culture - the most basic cause of a person's wants and behavior set of values, perceptions, wants ; behavior learned by a member of society learned from family ; social institutions) achievement ; success, activity ; involvement, efficiency ; practicality, progress, material comfort, individualism, freedom, humanitarianism, youthfulness, fitness ; health

Subculture - groups of people with shared value systems based on common life experiences and situations (e. G., based on nationality, religion, race, geographic location, age, etc. ) represent important market segments

e. G., Hipic, African-American, Asian-American

e. G. , Gene Y, Gene X, Baby Boomers, Mature Market

5 Social Class

- Society relatively permanent and ordered divisions, where members share similar values, interests, and behaviors (including buying behavior) Based on resources, power, prestige Measured by 0 Occupation 0 Wealth and income (both amount and source)


 Housing, neighborhood, possessions, values

In U. S. Social classes are loosely defined 0 Lines between social classes are not fixed and rigid 0 High social class mobility - can move up or down

6 Factors Influencing Consumer Behavior

- Cultural Factors Major American Social Classes Factors Influencing Consumer

Behavior- Social Factors

Reference Groups - most influential for purchase and use of Reference Groups - direct (face-to-face) or indirect points of comparison or reference in forming a person's attitudes or behavior.

Membership groups - Groups with direct influence and to which a person belongs (e. G. , friends, family)

Aspiration groups - Groups an individual wishes to belong to Opinion leaders - Also called influential or leading adopters - People within a reference group who exert social influence on

Buzz marketing : enlisting or creating opinion leaders to spread the word about their brands

Family - most important consumer buying organization in society, and an influential reference group Changing roles and changing family structures

8 Personal Factors

Personal Influences Age and life cycle stage


Economic situation

Personality & self-concept

Brand personality

Family life cycle: transition g changes buyer behavior

Lifestyle - Chirography's Activities (works, hobbies, shopping, sports, social events) Interests (food, fashion, family, recreation) Opinions (about themselves, social issues, business, products)

9 Factors Influencing Consumer Behavior

Psychological Factors Motivation - driving force behind behavior, resulting from tension

Motive that is sufficiently pressing to direct a person to seek satisfaction Freud - unconscious motives Moscow - hierarchy of needs = a need Perception - process by which people select, organize, and interpret information to form a meaningful picture of the world Selective attention - screen out most of what beliefs and attitudes Selective retention

Factors Affecting Consumer Behavior - Measles Hierarchy Of Needs Least Pressing - forget much of what is learned 10 Progress up the hierarchy when lower need is satisfied

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Cultural Social Reference groups in Marketing. (2018, Feb 18). Retrieved from

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