External Influences on Consumer Behavior

Culture- Cultural norms and values differ in many ways. People learn differently depending on the culture they were brought up in. Marketers must stay in touch with culture to ensure they don't market a product or service in a manor that could be prejudice. Marketers must adapt.Ernst and Young is targeting the Asian culture with this advertisement.

Subcultures- Many subcultures can be found in any single culture. Subcultures could be based on age, geographic, religious, racial, and ethnic differences. African-Americans, Hispanics, and Asian groups are examples of subcultures. Marketers realize that these groups play a major role in purchasing power. US Cellular is looking to target the African American audience with this advertisement.




Social class- People associate with different social classes in society. People with similar lifestyles, values, norms, interests, and behaviors tend to gravitate toward each other. Marketers market products and services differently to each group in certain cases. This example below shows the lady doing her make up in a high fashion matter. Virginia Slim is trying to make there product look high class and if you smoke Virginia Slim cigarettes, you to will be high class.



Reference Groups- Individuals base their judgements on certain perspectives or values that a group imposes. Marketers understand that people want to belong to the popular group. They must portray this image to the potential consumer. The example below shows how you can be part of a group if you join the Marines.



Situational Determinants- A specific situation in which consumers plan to use the product directly affects their perceptions. There are three major types. The specific usage situation, the purchase situation, and the communications situation. Usage looks at how the product will be used. The purchasing situation looks at the environment at the time of the purchase. The communication situation asks the question, "Where does the advertising occur?" The advertisement below shows how the product will be used and portrays the feeling of freedom on the road if you drive Suzuki motorcycles.