| External forces relate to cultural factors and
social factors (interactions with others)
Cultural factors
Since culture is the lens through which consumers view products
and services it has an important impact upon consumer behaviour.
Culture is defined as the accumulation of shared meanings, norms,
rituals, beliefs, morals and traditions by members of society.
A consumer's culture will determine what product is to be purchased
for what occasion and how the product is to be used. For instance
a restaurateur catering for a Thanksgiving party will need to
consider the food that is expected to be served during this ritual
if she is to keep her American customers happy.
Social factors
Social influences like consumers' reference groups, family, roles
and status will also impact on their behaviour. Belonging or aspiring
to belong to a specific social group will motivate consumers to
purchase those products and services that are associated with
that group. Likewise a person's family can influence what products
are to be favoured as well as determining what buying role each
member of the family plays. Lastly, consumers' roles and status
within society are closely linked to what is purchased. Roles
refer to what tasks a person is expected to perform, while status
reflects how society values a given role. |
