Most basic cause of a person’s wants and behavior. Marketers are always trying to spot cultural shifts to discover new products that might be wanted.

Groups of people with shared value systems based on common life experiences and situations.

Many marketers now embrace a total market strategy which is the practice of including ethnic themes and cross-cultural perspectives within their mainstream marketing.

society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Can not be determined by a single factor but is measured as a combination of occupation, income, education, wealth, and other variables.

Upper Class, Middle Class, Working Class, Lower Class.

Membership groups (direct influence and to which a person belongs)

Aspirational groups (wishes to belong to)

Reference groups (a comparison or reference in forming attitudes or behavior)

People within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. This small percentage of Americans is referred to as the influentials or leading adopters. Cristiano Ronaldo, Obama.

Online communities where people socialize or exchange information and opinions. Facebook, Twitter, Instagram, Pinterest, Quora

The family is the most important consumer buying organization in society, and it has been researched extensively. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services.

A role consists of the activities people are expected to perform according to the people around them. Each role carries a status reflecting the general esteem given to it by society.

People change the goods and services they buy over their lifetimes. Examples like Tastes in food, clothes, furniture, and recreation are often age-related. Buying is also shaped by the stage of the family life cycle.

A person’s occupation affects the goods and services they purchase as their demands would be different from one another.

Marketers watch trends in spending, personal income, savings, and interest rates to understand better what the customer would be more able to buy on demand.

A person’s pattern of living as expressed in his or her psychographics.

refers to the unique psychological characteristics that distinguish a person or group.

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Abraham Maslow sought to explain why people are driven by particular needs at particular times. He determined that human needs are arranged in a hierarchal fashion.

Selective attention

Selective Distortion

Selective Retention

Drive

Stimuli

Cues

Responses

Reinforcement

Descriptive thought that a person has about something through doing & learning & that influences their buying behavior. It’s generally Based on Knowledge, Opinion & Faith.

Person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea. Attitudes are difficult to change.