Cultural Social Reference groups in Marketing

4 Factors Influencing Consumer Behavior

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  Occupation. Wealth and income (both amount and source).  Education.  Housing, neighborhood, possessions, values. In U. S. Social classes are loosely defined 0 Lines between social classes are not fixed and rigid. High social class mobility - can move up or down

6 Factors Influencing Consumer Behavior

• 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
• Occupation
• 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.