Environmental Influences on Consumer Behavior

Culture is learned meanings,values, norms,customs, and traditions shared by a society. Consumer behavior is influenced by all of these. It is very difficult for marketers to identify and understand consumer behavior in various cultures. The importance of marketing in new cultures is critical for success. An example would be Red Bull marketing their beverage in Spain during a run with the bulls.

Subcultures are smaller groups inside a culture with slightly different norms,values, or patterns of behavior. Commonly based on age,geographic,religious,racial, or ethnic differences. Marketers must understand and predict trends within subcultures. An example would be Coca Cola marketing toward hispanics.

Social class in the U.S. is generally determined by occupation and income. Marketers must comprehend values,lifestyle,interests, and behaviors of the three social classes. It is important that advertising match the lower,middle,or upper social classes way of life. An example for targeting people of low income would be a generic garbage bag company offering a lower priced product than the leading brands.

A reference group refers to an individual using referents such as family,co-workers, and friends when making judgements or taking action. A group in which a person aspires to be a part of is also a reference group. Marketers use aspirational and disassociative groups when marketing. An example is Marketers using adult groups providing alcohol to minors. This would be a disassociative group.

The three types of situational determinants are: specific usage, purchase, and communication. Marketers try to advertise certain products without having a negative communication situation. Companies and marketers may limit their product to certain distributors or businesses to avoid purchase situations.  An example would be tobacco companies marketing their brands differently to enhance future success.