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Societal Factors That Affect People’s Buying Behavior

15 January, 2016 - 09:17


  1. Explain why the culture, subcultures, social classes, and families consumers belong to affect their buying behavior.
  2. Describe what reference groups and opinion leaders are.

Situational factors—the weather, time of day, where you are, who you are with, and your mood—influence what you buy, but only on a temporary basis. So do personal factors, such as your gender, as well as psychological factors, such as your self-concept. Societal factors are a bit different. They are more outward. They depend on the world around you and how it works.