Societal Factors that Affect People's Buying Behavior
The effect culture, subcultures, social classes and families have on consumers' buying behavior is discussed. Culture is the shared beliefs, customs, behaviors, and attitudes that characterize a society. Culture prescribes how people should live and therefore has a huge effect on the things they purchase. Subculture is a group of people within a culture who are different from it, but who have something in common with one another - common interests, vocations or jobs, religions, ethnic backgrounds, sexual orientations, and so forth. Example: The American culture has several subcultures based on ethnicity, such as Hispanic, Asian, and African Americans. There are also subcultures based on people's interests, such as hip-hop, extreme sports, and gaming. Marketing based on ethnicity can be difficult because boundaries between ethnic groups is blurring. Subcultures based on people's interests are easier.
Interesting sub-culture Furries.
The Consumer's Social Class
A social class is a group of people who have the same social, economic, or educational status in society. To some degree, consumers in the same social class exhibit similar purchasing behavior. Upper-upper class - people with inherited wealth and aristocratic names (Rolls Royce), Lower-Upper Class - professionals such as CEOs, doctors, and lawyers (Mercedes), Upper-Middle Class - College graduates and managers (Lexus), Middle Class - Both white-collar and blue-collar workers (Toyota), Working Class - Blue-collar workers (Pontiac), Lower but not the lowest - People working but not on welfare (used vehicle), Lowest class - People on welfare (no vehicle). Makers of upscale brands want as many customers as possible, but must be careful when marketing to lower social classes. Creating more affordable products in an effort to gain more customers risks "cheapening" the brand in the eyes of the upper social classes. Johnny Walker successfully introduced affordable whiskeys by color-coded labels. Blue label Johnny Walker is the company's best product and is serial numbered and sold in a silk-lined box, accompanied by a certificate of authenticity.
Reference Groups and Opinion Leaders
Reference groups are groups a consumer identifies with and wants to join. Marketers capitalize on the consumer's desire to be like people in these groups.Opinion leaders are people with expertise in certain areas. Marketers want these people to endorse their products. Most market researchers consider a person's family to be one of the biggest determiners of buying behavior. Children have a great deal of influence over many household purchases. Companies marketing to children have been criticized for deliberately manipulating children to nag their parents for certain products.