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Environmental
influences onconsumer behavior
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Environmental influences physical environment: collection of nonhuman
elements that comprise the field in whichconsumer behavior occurs (spatial and nonspatialelements);
social environment: all human activities andinteractions;
culture
subculture
social class
reference groups
family
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Subcultureculture 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
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Social class a hierarchy of social status in a societyleading to interactions of people as
equals, superiors, or inferiors;
influenced most heavily by educationalcredentials, occupation prestige level,
income, and area of residence;
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Reference groupsA group of people that serves as a standard
of reference in guiding an individuals
thoughts, feelings, and actions.
Types of reference group influence: informational:
normative (utilitarian):
comparative (value-expressive):
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To satisfy the expectations of fellow work associates,
the individuals decision to purchase a particularbrand is influenced by their preferences.
The individual seeks information from those whowork with the product as a profession.
The individual sometimes feels that it would be niceto be like the type of person which advertisementsshow using a particular brand.
The brand which the individual selects is influencedby observing a seal of approval of an independent
testing agency (such as Good Housekeeping). The individual feels that the purchase of a particular
brand helps him show others what he is, or wouldlike to be (such as an athlete, successfulbusinessman, good mother, etc.).
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Reference group influence on product and
brand choice (Bearden and Etzel 1982)
necessity luxury
private
public
brandchoice
productchoice weak reference
group influencestrong referencegroup influence
strongreference
groupinfluence
weakreference
groupinfluence
PuNe(e.g., wristwatch,
automobile,mans suit)
PrNe(e.g., mattress,
floor lamp,refrigerator)
PuLu(e.g., golf club,
snow skis,sailboat)
PrLu(e.g., TV game,
trash compactor,icemaker)
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Families families vs. households:
a family is two or more persons residing togetherwho are related by blood, adoption, or marriage;
a household is one or more persons sharing thesame housing unit;
many decision are made by families orhouseholds, not individuals;
consumer behavior varies over the familylife cycle (based on age, marital status,and number and ages of children);
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Parental Roles in Family Decision Making
0% 50% 100%
3
2.5
2
1.5
1
wife dominant
husband dominant
autonomic syncratic
Percentage of families engaging in joint decision making
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Parental Influence by Product Category
0% 50% 100%
Percentage of families engaging in joint decision making
3
2.5
2
1.5
1
wife's clothing
husband's clothing
life insurance
other insurance
vacation
television
car
food
cleaningproducts
cosmetics
children's toys
housing
appliances
wife
dominant
husband
dominant
alcoholic beverages
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Parental Influence by Stage of Decision
0% 50% 100%
3
2.5
2
1.5
1
life insurance
car
appliances
wife
dominant
husband
dominant
husband'sclothing
12
3
1 problem recognition
2 search for information
3 final decision
Percentage of families engaging in joint decision making
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The family life cycle young single 8.2 % young married without children 2.9 % other young
married with children 17.1 % divorced with kids 1.9 %
divorced with no kids 0.1 % middle-aged (35-65)
married with children 33.0 % married with no dependent children 5.5 % married with no children 4.7 % divorced with no kids 0.3 %
divorced with kids 1.9 % older(65+)
married, spouse present 5.2 % unmarried, no spouse present 2.0 %
all others 17.2 %