Influence #1: Culture
Culture is based upon behavior, a set of beliefs or values that have been taught. How culture has an impact on consumer behavior would be in the clothes they wear, or the food that they buy. An example of this would be the Muslim community and the clothing that they wear. Many wear the traditional outfits, with the face completely covered with the exception of the eyes. Another example of culture would be the Mexican culture. This would affect consumer behavior in the aspect of what food might be purchased at a grocery store, or what store they go to in order to purchase the goods. Marketers are looking specifically for those cultural factors that impact people on things that they might want. For example, an American may want an import vehicle such as Mercedes, which in return would show status due to a cultural belief that was formed when the person was younger.
Influence #2: Sub-Culture
Sub-culture affects consumer behavior in the aspect of age, race, religion etc. Example of how sub-culture influences consumer behavior is the music generations. Based upon an individual persons age, they may be more interested in a particular music genre than others (i.e. tweens vs. baby booms= One Direction vs. Neil Young). Also, it might affect what products the consumer buys based upon if they are advertising with a major company as well. A male consumer may be more definitive in the product that they want vs. a female consumer may be more detail oriented on the product such as color, brand etc. This would also fall under the psychographic market based on personality and lifestyle.
Influence #3: Social-Status
How this affects consumer behavior is in various different ways. This one, in my opinion, is one of the more obvious as to how it affects consumer behavior. As I stated before, a person may want to by a higher class car, such as a Mercedes Benz, based upon a belief that if they drive this car, they will have a higher social status. Social status would show that this is a symbolic want vs. a functional need. In the link that I post below for the Mercedes commercial, they not only use it for Mercedes, but with sex appeal from a good looking, older, middle aged man wearing Nike. This affects consumer behavior in the aspect of "If I drive a Mercedes, I should wear Nike, and can look like that..."
Influence #4: Reference Groups
Reference groups such as Facebook, Google+ etc. affect consumer behavior drastically today. These forms of social media are also used as a means for advertisement which reaches a whole new demographic and target market of consumers. The news today is “Didn’t you see it on Facebook (or Twitter)?” It is as if these social media sights have their own style of swaying people one way or another, whether it is with their ads or the sight in general.
Influence #5: Situational Determinants
Situational determinants that would affect consumer behavior is marriage, divorce, going to college, becoming pregnant (and what age your pregnant at based upon life status) etc. These all affect consumer behavior based upon whether or not they are going to be purchasing, selling, what they will be purchasing, saving, and how much and what they are saving for. If someone is getting married they could be saving for the wedding, but yet purchasing based upon functional needs. Examples would be having children and then needing to provide for the children i.e. food, clothes and all basic functional needs. The purchasing power would then lay with in parental needs vs. a divorcee may be looking to buy new furniture for their empty home. This link that I post is for the Gerber Life College Plan for parents for their kids. https://www.gerberlife.com/gl/view/guide_products/college/index.jsp
