Transcription 28/02/2026 11:22:38

Notes

• Socio-cultural Influences What consumers want is shaped by the people they interact with or admire. •[Main Topic] Socio-cultural influences that impact purchasing decisions | Social-cultural influence | Description | |------------------------------|--------------| | Personal Reference Group | A person’s age, gender, occupation, and financial situation influence their buying choices. The people they interact with can shape their values and attitudes. Consumers learn beliefs from parents and social groups. Celebrities also serve as role models, influencing product endorsements. | | Family | Family is the primary source of beliefs, attitudes, and buying decisions. In modern cultures, family influences dominate, but children may make their own choices if parents are busy. Nonetheless, parents strongly influence family purchases. | | Social Class | A social class is a group sharing similar social status. It affects buying decisions by determining preferred outlets, stores, and brands. | | Culture | Culture comprises learned values, ideas, and attitudes accepted by a group, based on ethnicity, religion, and nationality. It influences what and how people buy. | | Sub-culture | Sub-cu...