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Culture Sub Culture Social - Class

References & Group Family Roles & Status

Age & life Cycle Stages Occupations Economic Circumstances Lifestyle

Motivation perception learning Belief & Attitude

Cultural Influences
Culture: beliefs, values, & customs handed from one generation to next generation . Subcultures: It provides specific identification & socialization for its members. It Includes Nationality . Age or Gender . Religion .

Social classes: groups whose rankings are determined by occupation, income, education, family background . Social classes was divided into seven classes: Upper-upper Lower-upper Upper-middle Middle class Working class Upper Lower Lower - Lower

Social Influence

Reference Group

person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes or behavior . Reference Group is divided into six part Primary Group. Comparative Reference Group. Aspirational Reference Group. Disassociated Reference Group. Secondary Reference Group . Indirect Reference Group.

- A reference group is any

Family Family defined as two or more persons related by blood/ marriage or adoption who reside together.
Roles & Status A person participates in many groups throughout the life like family, love, organization etc. Persons position in each group can be defined in terms of roles & status & guide your behavioural pattern .

Personal Factors

Age & life cycle Stages People buy different goods & things over there life name, different products at different stages & ages . Occupation- white collar & blue collar according to profession & job, people buy product. Economic Circumstances Product choice greatly affected by ones economic circumstances .

Life Style A person life style is a persons pattern of living in world as expressed in persons activity , interest & opinion .

Psychological Factors

According To Dale S. Beach , Motivation can be defined as a willingness to expand energy to achieve a goal .

Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs

According To Udai Pareek , Perception can be defined as a process of receiving , selecting , organizing , interpreting , checking & reacting to the sensoring stimulus of data .

Attitudes is an enduring organization of motivational , emotional , perceptual , & cognitive process with respect to some aspect of the individuals world . Attitudes are likes & dislikes .

Attitude components:

Cognitive Affective Behavioral

Cognitive Affective


According To E.R. Hilgard , Learning is a relatively permanent change in behaviour that occur as a result of prior experience .