Cultural Social Reference groups in Marketing

Cultural Social Reference groups

Family Roles and status Personal Age and life-cycle

Occupation

Economic situation

Lifestyle

Personality and self- concept

Psychological Motivation

Perception

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)

 Education

 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

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