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LEARNING OBJECTIVES
- Explain why the culture, subcultures, social classes, and families consumers belong to affect their buying behavior.
- 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.
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