Marketers study and respond to these groups' buying behavior. Cohort Subcultures a. Every consumer is a part of a cohort subculture , people of similar ages who have undergone similar experiences. The values, attitudes, and beliefs of cohort subcultures are shaped by common memories. These shared bonds shape the way people in each age cohort buy and use products.
Marketers appeal to cohorts through nostalgia that links a product to vivid memories of the past.
Regional subcultures can be defined by differences in food preferences and other buying patterns. F. Situational Influences 1. Situational influences are elements of time and place that can affect consumer behavior. The physical conditions, such as weather or store decor, under which the transaction occurs can affect consumer behavior. Consumer behavior is influenced by the amount of time available for gathering information, making the decision, and buying and using the product.