External Influences on Consumer Behavior

External Influences on Consumer Behavior
Culture
Subculture
Social Class
Reference Groups
Situational Determinants





Culture
The complexity of learned meanings, values, norms, and customs shared by members of a society.

 

 



 

Subcultures

Smaller groups within a culture that possess similar beliefs, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream.

 

 

Social Class

Upper Class

 

Middle Class

 

Lower Class

 

Relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interests, and behaviors.

 

 

 

 

 

Reference Group

A group whose perspectives, values, or behavior is used by an individual as the basis for his or her judgments, opinions, and actions.

 

 

 

Situational Determinants

Influences originating from the specific situation in which consumers are to use the product or brand.