Lesson 15 : Analyzing Consumer Market and Buyer Behavior
Social factors
Reference groups- A Person’s reference groups consist of all the groups that have a direct or indirect influence on the person’s attitudes or behavior. Groups having direct influence on a person are called membership groups.
Family- The family is the most important consumer buying organization in society, and has been researched extensively. Family members constitute the most influential primary reference group.
Role and statuses- A person’s position in each group that he participates throughout his life –family, clubs, and organizations can be defined in terms of role and status. A role consist of activities that a person is expected to perform. Each role carries a status. Marketers are aware of the status symbol potential of products and brands.eters often design marketing programs tailored to their needs.
Participants