Section 10
Social Influences on the Consumer Decision Process
By Boundless
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Consumers have different roles in purchasing products and services, and these roles can influence their buying behavior.
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Families have a tremendous influence on consumer purchasing.
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Reference groups are groups that consumers will look to for help in making purchasing decisions.
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Opinion leaders are people consumers look to for guidance in making purchase decisions, usually someone with more knowledge of the subject.
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Marketers should understand that a person's social class will have a major influence on the types and quantity of consumer goods purchased.
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Culture can have a profound effect on consumer behavior and purchasing, and can affect how a product is marketed.
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Consumer misbehavior refers to the common occurrence of consumers acting outside the norm.