Unit 3: Consumer in social & cultural settings

A reference group is any person or group that serves as a point of comparison for an individual's values, attitudes or behaviour. Types: primary (family, close friends) and secondary; membership, aspirational (groups one wishes to join) and dissociative (groups one avoids). Factors affecting influence: information and experience, credibility and power of the group, conspicuousness of the product (visible, luxury items are more influenced), and personality. Celebrity endorsements, influencers and expert opinions use reference-group influence.

Functions of the family: economic well-being, emotional support, suitable lifestyles, and consumer socialisation of children. Family decision roles: influencer, gatekeeper, decider, buyer, preparer, user, maintainer and disposer.

Social class is the division of society into a hierarchy of classes whose members share similar status, values and behaviour. Measured by income, occupation, education and possessions (in India, the Socio-Economic Classification uses education of the chief earner and household durables). Social class influences clothing, shopping places, leisure, media habits and savings.

Culture is the sum of learned beliefs, values and customs that regulate the consumer behaviour of members of a society. It is learned, shared, dynamic and satisfies needs. Subcultures are distinct groups within a culture — based on religion, region, language, age or ethnicity (Punjabi, Bengali; youth; rural consumers).