Professional Documents
Culture Documents
Environment Influence On Consumer Behaviour
Environment Influence On Consumer Behaviour
Environment Influence On Consumer Behaviour
Environmental influences
Environmental influences
on
consumer behavior
Consumer Behavior
Environmental influences
Environmental influences
• physical environment: collection of nonhuman
elements that comprise the field in which consumer
behavior occurs (spatial and nonspatial elements);
• social environment: all human activities and
interactions;
– culture
– subculture
– social class
– reference groups
– family
Consumer Behavior
Environmental influences
In-class exercise:
Cross-cultural marketing blunders
Describe an incident in which a marketing
strategy failed because of the marketer’s
ignorance of cross-cultural differences in
consumer behavior. If possible, relate an
example that you’re personally familiar
with.
Consumer Behavior
Environmental influences
Subculture
culture of a segment of society that differs in
significant ways from the culture as a whole;
• ethnic groups
• geographic areas
• age groups
• religious affiliations
• socio-economic groups
Consumer Behavior
Environmental influences
Social class
• a hierarchy of social status in a society
leading to interactions of people as equals,
superiors, or inferiors;
• influenced most heavily by educational
credentials, occupation prestige level,
income, and area of residence;
Consumer Behavior
Environmental influences
Reference groups
A group of people that serves as a standard of
reference in guiding an individual’s thoughts,
feelings, and actions.
Types of reference group influence:
– informational:
(acceptance of information from others);
– normative (utilitarian):
(conformity with expectations of others);
– comparative (value-expressive):
(identification with values of others);
Consumer Behavior
Environmental influences
Families
• families vs. households:
– a family is two or more persons residing together who
are related by blood, adoption, or marriage;
– a household is one or more persons sharing the same
housing unit;
• many decision are made by families or
households, not individuals;
• consumer behavior varies over the family
life cycle (based on age, marital status, and
number and ages of children);
Consumer Behavior
Environmental influences
wife dominant
2.5
2 autonomic syncratic
1.5
husband dominant
cleaning
wife products
dominant food
wife's clothing
2.5
cosmetics
children's toys
appliances
husband's clothing
2 vacation
housing
alcoholic beverages
television
car
1.5
other insurance
life insurance
husband
dominant
1
2 appliances
husband's 3
2 clothing
car
1.5