Esteem needs a. Esteem needs reflect the desire to feel worthy, competent, or adequate in the eves of others. Customers want salespeople to involve them in the transaction. C. Group influences that shape customer behavior Group influences are role influences, reference groups, social class, and culture and subculture. Role is a set of characteristics and expected social behaviors based on external expectations. A married female may assume roles of mother and executive.
Roles influence general behavior and buying behavior.
Reference group is a group of several people who have wellestablished interpersonal communications and tend to influence the values, attitudes and behaviors of one another. 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.