May act as a point of comparison and a source of information for the individual member. Norms of the group become a guide for purchasing activity according to the strength of the individual's involvement with the group and the individual's degree of susceptibility to reference group influence. Entry into various social classes differs among societies. To some degree, individuals within social classes have similar attitudes, values, and possessions. Sociologists have determined that there are between three and six social classes.
Culture has considerable influence on buying behavior.
Subculture is a group whose members share ideals and beliefs that differ from those held by the wider society of which they are a part. Perception influences buying behavior because it determines what is seen and felt. B. Selective perception is screening out or modifying stimuli. Impossible to be conscious of all inputs at one time. Social and cultural background plus physical and psychological needs condition the use of selectivity.