Social and Cultural Influences: Culture, Subculture, Social Class, Reference Groups and Family Questions

Question 1

Define culture.

Accepted Answer

Culture is the shared set of learned values, beliefs, customs and norms that guide the behavior of people in a society.

Question 2

What is a subculture?

Accepted Answer

A subculture is a subgroup within a larger culture that has distinct values, traditions and consumption preferences.

Question 3

Define social class.

Accepted Answer

Social class is a relatively permanent division of society based on income, education, occupation and lifestyle.

Question 4

What is a reference group?

Accepted Answer

A reference group is any group that influences an individual’s attitudes, values or buying behavior.

Question 5

Who is an opinion leader?

Accepted Answer

An opinion leader is a person who influences others’ purchase decisions due to credibility, expertise or social status.

Question 6

State one buying role in a family.

Accepted Answer

Decider is one family buying role (the person who makes the final choice).

Question 7

Explain how culture influences consumer buying behavior (any three points).

Accepted Answer

Culture influences buying by shaping what consumers consider acceptable and valuable. Any three effects:

- **Product preference**: food, dress and lifestyle choices differ across cultures.
- **Buying occasions**: festivals/traditions increase demand for specific items.
- **Brand meaning**: some brands act as **status symbols** in certain cultures.

Example: Festival seasons increase purchase of sweets, clothes and electronics.

Question 8

Differentiate between culture and subculture with examples.

Accepted Answer

Culture vs subculture:

| Basis | **Culture** | **Subculture** |
|---|---|---|
| Meaning | shared values of the whole society | smaller group within culture |
| Scope | broader | narrower/specific |
| Example | national festival buying habits | regional cuisine preferences |

Subcultures help marketers customise products and communication locally.

Question 9

Explain types of reference groups and how they influence consumers.

Accepted Answer

Types of **reference groups**:

- **Membership groups**: family, friends (direct influence).
- **Aspirational groups**: celebrities/professionals (desired influence).
- **Dissociative groups**: groups a person avoids.

Influence happens through **informational** (advice), **normative** (pressure to fit) and **value-expressive** (identity) effects.

Question 10

Explain family influence on consumer behavior. Mention buying roles (any three).

Accepted Answer

Family influences buying because many purchases are joint decisions and family members affect budget and brand choice.

Buying roles (any three):
- **Initiator** (suggests the idea)
- **Influencer** (gives advice)
- **Decider** (final choice)
- **Buyer** (purchases/pays)
- **User** (uses)

Example: Child initiates a toy request, parent decides and buys.

Question 11

Explain word of mouth (WOM) and state any three reasons why it is important in marketing.

Accepted Answer

**Word of mouth (WOM)** is informal communication between people about a product, service or brand.

Importance (any three):
- It is seen as more **credible** than advertisements.
- It reduces **perceived risk**, especially in high-involvement purchases.
- It can quickly spread satisfaction/dissatisfaction and influence many buyers.

| Outcome | Effect |
|---|---|
| Positive WOM | increases trial and trust |
| Negative WOM | damages reputation and sales |

Question 12

What is the family life cycle (FLC)? Explain how it influences consumer needs with examples.

Accepted Answer

**Family life cycle (FLC)** describes the stages a family passes through (single, newly married, with children, older family) where needs and spending patterns change.

Influence on needs (examples):
- **Newly married**: furniture, appliances.
- **Family with young kids**: diapers, baby food, education.
- **Older family**: healthcare, comfort and services.

Flow (write): Life stage change → Needs change → Purchase pattern change

Question 13

Explain social class and its impact on consumer buying behavior.

Accepted Answer

**Social class** is a division of society based on income, education, occupation and lifestyle. It affects consumer behavior because people in different classes have different resources and consumption goals.

### Impact on buying
- **Brand preference**: higher classes may prefer premium brands; middle classes may seek value.
- **Price sensitivity**: lower classes are more price sensitive.
- **Media habits**: classes differ in preferred media and information sources.
- **Product choices**: visible products (cars, clothing, phones) show stronger class influence.

| Social class factor | Effect on buying |
|---|---|
| **Income** | affordability and brand tier |
| **Education** | quality awareness and search |

### Conclusion
Marketers use social class insights for segmentation, pricing and positioning decisions.

Question 14

Explain reference group influence (informational, normative and value-expressive) with suitable examples.

Accepted Answer

Reference groups influence consumers in three main ways:

### 1) Informational influence
Group provides **information/knowledge**.
- Example: friends recommend the best laptop based on experience.

### 2) Normative influence
Pressure to follow group norms and **fit in**.
- Example: buying a trend outfit because peers wear it.

### 3) Value-expressive (identification) influence
Consumer buys to match **identity** and group values.
- Example: using a fitness brand to signal “active lifestyle”.

| Influence type | **Keyword** | Example |
|---|---|---|
| Informational | **advice** | reviews, expert opinion |
| Normative | **pressure** | peer conformity |
| Value-expressive | **identity** | lifestyle brands |

### Conclusion
Marketers leverage group influence using influencers, testimonials and community marketing.

Question 15

Discuss how social and cultural factors affect the consumer decision-making process with a neat flowchart.

Accepted Answer

Social and cultural factors influence each stage of decision making.

### Stage-wise effect
- **Need recognition**: culture creates occasions (festivals) and needs.
- **Information search**: family/friends and online communities provide advice.
- **Evaluation**: social class sets acceptable price and quality expectations.
- **Purchase**: family **decider** approves; reference group pressure can change choice.
- **Post-purchase**: satisfaction/dissatisfaction spreads through **WOM**.

### Flowchart (draw/write)
Culture/Subculture + Social class + Reference groups + Family → Preferences/Attitudes → Brand choice → Purchase → WOM

### Conclusion
Understanding these influences helps firms segment markets and design culturally relevant products and communication.

Social and Cultural Influences: Culture, Subculture, Social Class, Reference Groups and Family

8 more questions to unlock