Consumers have different roles in purchasing products and services, and these roles can influence their buying behavior.
Families have a tremendous influence on consumer purchasing.
Reference groups are groups that consumers will look to for help in making purchasing decisions.
Opinion leaders are people consumers look to for guidance in making purchase decisions, usually someone with more knowledge of the subject.
Marketers should understand that a person's social class will have a major influence on the types and quantity of consumer goods purchased.
Culture can have a profound effect on consumer behavior and purchasing, and can affect how a product is marketed.
Consumer misbehavior refers to the common occurrence of consumers acting outside the norm.