Cultural Culture Is one of the most fundamental of determinant of a person’s wants, needs and behavior (determined mainly by countries- wants, needs and behavior of a Japanese differs greatly from an American) Sub-culture consists of smaller cultures within cultures. It provide a specific identification and solicitation for its members. Sub-cultures includes nationalities, religions, racial groups, etc. (The Silver market differs greatly from the Gene X or Y market in their wants and needs and where they hop) Social classes show distinct product and brand preferences.
Examples are: upper Uppers, Lower uppers, Upper Middle, Lower Middle, Middle Class, Working Class, Upper Lowers and Lower Lowers. (Giordano vs.. Airman Exchange, BMW vs.. Cherry Q, Fine Dinning vs.. Food Courts) Social Reference Groups influences the person’s behavior (peer groups in schools determine how one should wear in school). One may be a member of the reference group or not. (Students may dress In a manner that Is consistent with a reference group he/she does not belong to) Family members constitute the Influential primary preference group.
A person may acquire an orientation towards a set of values that are consistent with that of the parents or siblings. (a place of worship that a person goes to) Roles and statuses influences the buying behavior of the individual. People choose products that communicate their roles and statuses. (A senior manager may drive a Mercedes car) Personal Age and Life-cycle stage influences the buying decisions of individuals. A fresh graduate may not see the importance of buying a home vs. newly-weds. Newly-weds with no children may prefer a sporty car vs. a sedan for a family with young children.
Couple whose kids are Independent and have families of their own may have more leisure time to take more and longer holidays. Occupation Influences one’s needs and wants. A blue-collar worker may volt neighbor malls, whereas a white-collar worker may volt an upscale boutique for working clothes. Economic Circumstances greatly affect one’s choices. A holiday becomes unimportant when one faces economic uncertainties. Lifestyle determines a person’s pattern of living in the world, as expressed by the person’s activities, interests and opinions.
One may choose a emote vacation spot while another may choose a vacation with a planned itinerary. Personality and self-concept. One may possess certain traits such as self-confidence, autonomy, deference, sociability, defensiveness and adaptability. One may choose to wear only certain brand of clothes from an obscure designers, and is not bothered by the influences others may have on him/her. Psychological Motivation- where is one on the Mascots Hierarchy of needs. One who Is trying to feed his family might pay little heed to the latest sports car. Perception- People perceive different situations differently.
One might be wary of a fast-talking salesperson as an aggressive and Insincere person, whereby another may deem him to be a confident and knowledgeable, intelligent and helpful. This can be attributed experience. A person may decide to purchase a similar brand of car if he enjoy a positive experience. This is one reason why marketers are willing to let consumers “try’ their products, hoping that they will enjoy a positive experience. Beliefs and Attitudes- Through experience and learning, one may hold certain beliefs and attitudes that a product can deliver. A Mercedes Benz driver will never own another brand of car.
