Consumers buy products that are consistent with their self concept. Lifestyles are the consistent patterns people follow in their lives. Sun tan not considered fashionable in US until 1920's. Now an assault by the American Academy of Dermatology. Social Factors Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.
People have many roles.
Individuals role are continuing to change therefore marketers must continue to update information. Family is the most basic group a person belongs to. I, youngest child under 6 full nest II, youngest child 6 or over full nest III, older married couples with dependant children empty nest I, older married couples with no children living with them, head in labor force empty nest II, older married couples, no children living at home, head retired solitary survivor, in labor force solitary survivor, retired Modernized life cycle includes divorced and no children. Children also have more money to spend themselves. Families, friends, sororities, civic and professional organizations.