Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics, For the most part, marketers cannot control such factors, but they must consider them.
We illustrate these characteristics for the ease of a hypothetical customer, Anna Flores. Anna is a married graduate who works as a brand manager in a leading consumer-packaged-goods company. She wants to buy a camera to take on holiday. Many characteristics in her background will affect how she evaluates cameras and chooses a brand.
Cultural factors exert the broadest and most profound influence on consumer behavior. The marketer needs to understand the role played by the buyer's culture, subculture, and social class.
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