Cultural Social Reference groups in Marketing

Cultural Social Reference groups
Family Roles and status Personal Age and life-cycle

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

Order a unique copy of this paper
(550 words)

Approximate price: $22

Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Order your essay today and save 25% with the discount code: COCONUTPlace Order