Social class members share similar values interests

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Social class –members share similar values, interests, and behavior (groups) o Word-of-mouth influence “Buzz marketing” – has a very powerful impacts – opinion leaders o Online social networks – effective endorsement o Family o Roles and status o Age and life-cycle stage – people change the g/s they buy overtime *there are many, many factors that affect the way a person shops o Occupation – what is appropriate for their job; mentality of workforce o Economic situation – what they can afford to buy o Lifestyle – a person’s pattern of living as expressed in his or her psychographics (AIO – activities, interests, opinions) o Personality and self-concept – self-confidence, sociability, autonomy, adaptability, etc – different brands associate to different personalities (sincerity, competence, ruggedness, etc) o Psychological factors: motivation (drive) – Maslow’s hierarchy of needs (psychological needs, safety, social, esteem, self-actualization) / perception (the way things are pictured) – subliminal messaging / learning (behavioral experience) o Beliefs and attitudes (attitudes are difficult to change) There are multiple types of buying decision behavior. Complex
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Social class members share similar values interests and...

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