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Independent Factors

1.

Culture –

a)  Cultural factors exert the deepest and broadest influence on

buyer behavior. Culture is fundamental determinant of a person’s wants

and behavior

b) Subculture – countries, regions, races, religions

c) Social class

2.

Social factors

a. Reference groups – primary (family, coworkers), secondary

(religious groups)

b.Reference groups – aspirational groups and disassociative groups

c.Three influences of reference groups –

1. individual exposed to new behaviors, lifestyle

2. create pressures for conformity (affects choice thereby)

3. influence attitudes and self concept

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