5 Influences on Consumer Behavior
Culture: How people interact with one another; a set of learned behaviors that can include proper attire, how to greet people, etc. For example, the old adage "sex sells" is certainly taken to extremes in our culture. It impacts consumer behavior because marketing people are able to deliver what we come to expect and look for when deciding amongst products. The "GoDaddy" ads with Danica Patrick also came to mind in terms of sex being used in marketing.
Subculture: Subculture can be anything from race to religion, from age to gender. Each is basically their own mini-culture of sorts, and as a result members of each are a bit more closely knit (or maybe relating better to other members would be a better way to put it) so any ad that hits home with a particular subculture is likely to deliver good results.
Social Class: The easiest of the 5 to identify, it ranges from poverty to middle class to wealthy; with obvious varying degrees of each. I personally feel like it would be the least impactful of the 5 we are covering, because if I really want a product I will purchase it regardless of which class it is marketed to. I suppose if one is a mutli-billionaire they may be a bit more selective in terms of what an ad needs to appeal to them.
Reference Group: Reference groups could be anything from a group of friends to a book club, from the rotary club to the Kiwanis. While reference groups are a smaller market segment, they obviously have more specialized tastes and needs that would allow an ad to really do well with those groups.
Situational Determinent: Pregnancy is one of the more obvious situational determinents to spring to mind, being a parent of a certain number of children or being of a certain age are also examples. To me this seems to be the most exclusive of the 5 influences, as you will catch a certain target market at the expense of excluding everyone else. However, especially in the instance of pregnant women, these groups have specific needs that will have to be met by someone.
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