Consumer Behaviour Essay Example | Topics and Well Written Essays - 2500 words - 5

Consumer Behaviour - Essay Example And some of these external factors include social influences such as lifestyles, households, sub-cultures, social class, and reference groups. While these influences are often remain undistinguished and mixed by laypeople, the distinction between each group is important in order to know up to what extent these groups influence an individual as regards her purchase decisions. One of these influences include sub-cultures. A culture usually pertains to a set of norms among a larger group, usually a country or a geographical region that has been shared and strengthened through traditions. It is the same for sub-cultures, a set of norms or a set of behaviours and beliefs that are acceptable within a given group, only that the group is a smaller one than a country or a geographical territory. Regions, organisations, clubs, and other smaller groups within the society have their own set of norms, their own cultures. These norms comprise what are called the sub-culture. A sub-culture is said to be more relevant to culture because these norms have more immediate effect to an individual. In terms of reference to an individuals identity, sub-cultures are also closer for them to associate their identity with. Therefore, a sub-culture, when an individual feels strongly being a member of a certain social group is a potent social influencer in terms of the individuals decision, including consumer purchase decisions. Another social influence is lifestyle. In contrast to sub-culture which is dependent on a larger groups norms and beliefs where the individual is a member of, lifestyle is the sum of the activities that define how an individual lives her life; a lifestyle is a certain way of living. Some examples of an active lifestyle include active lifestyles, where an individual pursues more engaging physical activities such as sport and other recreation, or passive lifestyle where activities include less physical activities such as music, etc. These lifestyles