The 5 infulences on consumer behavior starting with the largest are culture, subculture, social class, refrence groups, and situational determinants. Each of these 5 influences impact consumer bahavior differently. Culture is the norms, values, and customs shared by members of a society. Culture i
s always changing and if marketers want to be successful
when marketing to a specific culture they need to change with it. This picture of this girl blowing a bubble with all the writings on her face and body is an example of today's pop culture and what is considered cool right now. The next largest influence would be subcultures. A subculture is based on age, geographic, religious, racial, and/or ethnic differences. For example a subculture would be African Americans, Koreans, generation X, or even the elderly. And example of advertising to a subculture would look something like this ad for tanning. This is primarily directed at young white women. The next influence is social class. Social class refers to relatively homogeneous divisions in a society into which people share similar lifestyles, values, norms, interests, and behaviors. And example of this would be the Cadillac ad that Kate Walsh did. The link for the video is
here. I tried to post it but it would not let me, if you go to this link you can view the video. The next influence is reference groups. A reference group is a group whose presumed perspectives or values are being used by and individual as the basis for his or her judgments, opinions, and actions. An example of this would be the military, or service. And the last influence that is the smallest is the situational determinants. This final external factor is the purchase and usage situation. Usage refers to where the product will be used, and the purchase situation is the environment that you see or think about making the purchase, are you in a store or listening to it on the radio. All of these external factors are important when trying to design a profitable ad.
s always changing and if marketers want to be successful 
when marketing to a specific culture they need to change with it. This picture of this girl blowing a bubble with all the writings on her face and body is an example of today's pop culture and what is considered cool right now. The next largest influence would be subcultures. A subculture is based on age, geographic, religious, racial, and/or ethnic differences. For example a subculture would be African Americans, Koreans, generation X, or even the elderly. And example of advertising to a subculture would look something like this ad for tanning. This is primarily directed at young white women. The next influence is social class. Social class refers to relatively homogeneous divisions in a society into which people share similar lifestyles, values, norms, interests, and behaviors. And example of this would be the Cadillac ad that Kate Walsh did. The link for the video is here. I tried to post it but it would not let me, if you go to this link you can view the video. The next influence is reference groups. A reference group is a group whose presumed perspectives or values are being used by and individual as the basis for his or her judgments, opinions, and actions. An example of this would be the military, or service. And the last influence that is the smallest is the situational determinants. This final external factor is the purchase and usage situation. Usage refers to where the product will be used, and the purchase situation is the environment that you see or think about making the purchase, are you in a store or listening to it on the radio. All of these external factors are important when trying to design a profitable ad. 
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