Group factors influencing Consumer Behaviour

Question 1

Group factors influencing Consumer Behaviour

Answer 1

Family
Culture
Social Class
Reference Groups

Question 2

Culture

Answer 2

Pattern of behaviour common to members of a society such behaviour is learnt and handed down from generation to generation.
Cultural norms, values and symbols created by people and handed down from generation to generation.
SA society fragmented into different culture groups adn marketers should be aware of this and not use symbols that may offend someone.

Question 3

Family

Answer 3

5 Roles in family decision making. 
Initiator
Influencer
Decision maker
Buyer
User

Question 4

Social Class

Answer 4

Groups who enjoy the same prestige or status in society.
Function of income, occupation and education
Structure: Upper, middle, lower classes.
Social Class strongly influences consumer lifestyle and is a indicator of the type of product a consumer will be interested in.

Question 5

Refernce Groups

Answer 5

One or more people a consumer uses as a point of reference in forming a response and performing behaviours. 
Membership
Automatic
Negative
Associative