1. External Influences on Consumer Behaviour

2. External Influences:
Culture
Subculture
Demographics
Social Status
Reference groups
Family
Marketing activities

3. Culture and Subculture
… the way we do things around here”

4. Culture:
Set of Values, ideas and attitudes that are accepted by a group of people and are passed on to the next generation

5. Culture evidenced through:
Knowledge
Beliefs
Art
Laws
Morals
Customs

6. Culture and Consumers Influences values, perceptions, decisions
Is Learned
Provides “boundaries” for thought and action
Mostly unaware of culture

7. Cultural Norms
Norms are boundaries on behaviour
Specify range of appropriate behaviour

8. Sub Cultures
Groups within the larger/ national culture with unique values, ideas and attitudes
Each group displays specific social and cultural behaviour affecting buyer behaviour

9. The subculture may be distinctive because of:
age of its members,
their race,
ethnicity,
class
gender

10. Subcultures are:
groups of individuals who, through a variety of methods, present themselves in opposition to the mainstream trends of their culture

11. Culture and Subcultures
A major influence on Marketing activity through the determination of Consumer Values, Perceptions and Behaviour in exchange

12. Reading and Exercise Reading – Subcultures of British Teen population
Exercise - Design a table that
distinguishes
between subcultures
described