Scribd Logo
Upload

Welcome to Scribd!

  • 22 views

    Sociological and Cultural Influences On Consumer Decision Making

    Uploaded by

    Ajay Kumar
    Sociological and cultural influences can impact consumer decision making. Reference groups are sources of comparison, influence, and norms that shape opinions and behaviors. Formal, informal, normative, and comparative reference groups include friends, fellow shoppers, virtual communities, and advocacy groups. Social class is a hierarchy measured by status, wealth, power, and prestige. Culture represents the collective values, customs, norms, and intellectual achievements of a society that influence behavior both consciously and subconsciously. Subcultures exist within the broader culture based on nationality, geography, religion, race, and other commonalities.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Sociological and Cultural Influences On Consumer Decision Making

    Uploaded by

    Ajay Kumar
    22 views18 pages
    Sociological and cultural influences can impact consumer decision making. Reference groups are sources of comparison, influence, and norms that shape opinions and behaviors. Formal, informal, normative, and comparative reference groups include friends, fellow shoppers, virtual communities, and advocacy groups. Social class is a hierarchy measured by status, wealth, power, and prestige. Culture represents the collective values, customs, norms, and intellectual achievements of a society that influence behavior both consciously and subconsciously. Subcultures exist within the broader culture based on nationality, geography, religion, race, and other commonalities.

    Original Description:

    Sociological and Cultural Influences on Consumer Decision Making

    Original Title

    Session 13

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Sociological and cultural influences can impact consumer decision making. Reference groups are sources of comparison, influence, and norms that shape opinions and behaviors. Formal, informal, normative, and comparative reference groups include friends, fellow shoppers, virtual communities, and advocacy groups. Social class is a hierarchy measured by status, wealth, power, and prestige. Culture represents the collective values, customs, norms, and intellectual achievements of a society that influence behavior both consciously and subconsciously. Subcultures exist within the broader culture based on nationality, geography, religion, race, and other commonalities.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    22 views18 pages

    Sociological and Cultural Influences On Consumer Decision Making

    Uploaded by

    Ajay Kumar
    Sociological and cultural influences can impact consumer decision making. Reference groups are sources of comparison, influence, and norms that shape opinions and behaviors. Formal, informal, normative, and comparative reference groups include friends, fellow shoppers, virtual communities, and advocacy groups. Social class is a hierarchy measured by status, wealth, power, and prestige. Culture represents the collective values, customs, norms, and intellectual achievements of a society that influence behavior both consciously and subconsciously. Subcultures exist within the broader culture based on nationality, geography, religion, race, and other commonalities.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 18

    Sociological and Cultural

    Influences on Consumer Decision


    Making
    Reference Groups
    Defined
    Groups that serve as sources of comparison, influence, and norms for people’s
    opinions, values, and behaviors
    Source Types and Influence
    • Formal sources
    • Informal sources
    • Normative influence
    • Comparative influence
    Reference Group Influence
    • Membership group
    • Symbolic group
    Consumption-Related Reference
    Groups
    • Friends
    • Fellow shoppers
    • Virtual communities
    • Advocacy groups
    Social Class And Mobility, Lifestyle
    Analysis
    Social Class

    Division of members of a society into a hierarchy of distinct status classes,


    so that members of each class have relatively the same status and
    members of all other classes have either more or less status
    • Social class is measured in terms of status; a person belonging to a

    particular class is said to hold status similar to members of that class

    • Broadly speaking, the stratification into varied social classes, is done on

    the bases on factors, viz., wealth (economic assets) power (ability to

    exert influence over others) and prestige (recognition received)


    Ads by Social Class
    Figure 10.1A Targeting the Figure 10.1B Targeting the
    Upper Class Working Class

    Source: ©2018 The Clorox Pet Products Source: ©2018 The Clorox Pet Products
    Company. Reprinted with Company. Reprinted with
    permission/Photo courtesy of The Wade permission/Photo courtesy of The Wade
    Brothers. www.thewadebrothers.com Brothers. www.thewadebrothers.com
    Social Class
    • Hierarchical structure: Social class is hierarchical in nature
    • The social-class categories are ranked in a hierarchy that ranges from
    low to high
    • Similarity of people within a social class: People within a social class
    are similar to each other
    India’s SEC

    Further reading
    11
    Social Class Mobility
    • People in community can move from one strata to another

    • They can move either up or down the social class; this mobility gets

    exhibited in two forms

    • One, individuals can move either up or down in social-class standing across

    generations, i.e. while their parents may have belonged to one strata, they

    begin to belong to another, either upper or lower


    Culture

    Defined

    The collective values, customs, norms, arts, social institutions, and intellectual
    achievements of a particular society which express its principles, standards, and
    priorities.
    • It is broad and all pervasive in nature, inclusive of language, customs and
    traditions, norms and laws, religion, art and music, etc.
    • It also includes the interests of people, the work practices and orientations, as
    also their attitudes towards general and specific issues
    • Culture delineates precisely, the do’s and dont’s of a society, and specifies all
    that is acceptable and all that is not
    Characteristics of Culture

    1. Culture is natural and permeates naturally into the social system


    • It influences the manner in which a person behaves, as consciously or sub-consciously,
    we are all governed by culture

    2. Culture is not inborn; it is learnt as a result of the socialization process


    • There occurs a socialization process right from one’s childhood, a process that continues
    throughout life

    3. Culture is shared
    • It ties together the people that form a social system
    4. Culture is dynamic in nature, and evolves constantly with time
    • Values, beliefs, customs and traditions continue to exist as long as they
    satisfy the needs and wants of the people. Once they cease to satisfy
    people’s needs, they change. Thus, culture changes and adapts to the
    environment.
    Sub-Culture
    • A single culture can be broken up into various consumer subcultures
    • A subculture can be defined as a culture that is not dominant in its
    society
    Types of Sub-Culture
    • Nationality
    • Asians
    • Indians, Nepalese, Chinese, etc.
    • Geographic location
    • North and South Indians
    • Religions
    • Hindus, Christians, Muslims, Sikhs
    • Race and caste

    You might also like