... the external influences that are endorsed by others which impacts the consumer. Subcultures provide more specific identification and socialization for its members. It has its own distinguishing modes of behavior and is categorized on the basis of demographics such as sex, age, family size, religion, race, occupation, family life cycle, income and education. SOCIAL FACTORS SOCIAL CLASS Social class is seen as a relatively homogenous division in a society that contains people with similar values, needs, lifestyles, and behavior. It is used as a basis for identifying and reaching particularly good prospects for products and services. Some marketers focus on one social class as these consumers choose products that communicate their role and status in society. REFERENCE GROUPS Reference groups are interpersonal influences that go beyond family, friends and co-workers which directly or indirectly manipulate a person's attitude or behavior. Consumers are significantly influenced by these groups as they expose individuals to ...

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