Some marketers try to influence behavior by using images of reference groups to which consumers don't want to belong. D. Social Class 1. Consumer behavior is subtly influenced by social class , groupings of people who share similar lifestyles, values, interests, behaviors, and status. People in the U.S. tend to fall into one of seven social classes. The distinctions between classes are not firm.
Social class has much to do with the way people buy and use products.
In other countries, rising incomes and aspirations of middle-class consumers are fueling sales of a variety of products. E. Culture, Subculture, and Core Values 1. Culture is the set of values, beliefs, and attitudes that is shared by a group and passed down from one generation to the next. A subculture is a group that preserves its unique values and lifestyle within a dominant culture. The three major U.S. subcultures are African American, Hispanic Americans, and Asian Americans.