Factors Influencing Flashcards
Cultural factors
-Most basic cause of persons wants,behavior
-Set of basic values, perceptions, wants, behaviors learned by a member of society from family and other institutions
Culture trends
-Attention for health
-Concern for the environment
-Informal behavior
-Leisure time more important
Subculture
Group of people with shared value systems based on common life experiences/situations
Factors of subculture
Race, nationality, geographic regions, age groups, ethnicity
Social class
- Groups of people that are divided or classified in society according to their income, wealth, occupation and education
- People in the same social class tend to have similar consumer behavior
Social factors
Groups, family, roles and status
Groups/social networks
Reference groups:
- celebrities of whom the buyer respects
- influence individuals by exposing them to new behaviours and lifestyles
- persons attitudes and self concept
- creates pressure to comply which may affect the persons product/brand choices
Membership groups
-families, universities etc
-persons belonging
-direct influence
Word of mouth influence
Powerful impact on consumer behavior
Trusted friends, associates and other consumers
Online social networks
Online communities, blogs, social networks etc
Where people communicate or exchange information/opinions.
Markets use this to influence consumer buying behavior and to create closer customer relationships and interactions
Family
- strong influence on buying behavior
- different roles on the purchase of differenr products or services
Eg husband - tools
Wife - washing powder
Roles and status
- different/many groups
- individuals position
Role
Activities a person is expected to perform given their position
Status
General esteem given by society
