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