A reference group is a group to which an individual or another group is compared. The 3 types of reference groups are large formal organizations, small informal organizations and cultural figures. An example of a reference is a cultural figure and it influences members by influencing others attitudes and behaviors. This attitudes and behaviors are influenced by providing unbiased evaluation and expert analysis to provide consumers the information needed to make a educated decision to select the product that best fits their needs. Influences are socially active and are among the first buyers of products so they provide information quickly.
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Consumer acculturation is the general process of adaptation by consumers in the marketplace. It first starts with a deep love of the culture, followed by not feeling comfortable with the environment because of the lack of familiarity. Next is beginning to feel comfortable and finding friends in the new environment. Finally is accepting that this new environment is home.The two agents of acculturation in the hispanic/latino subculture are Spanish language media and public schools.Spanish language media helps hispanics/latinos keep in touch with their culture of origin and public schools help consumers learn to assimilate.
The differences between an individual consumer and a family of four is that a family unit will maximize the amount of fun with a purchase opposed to an individual who will cover a basic need. Family units will look to unify with each other opposed to individuals who will look to stand out from the rest of the crowd. In conclusion a family unit is different from an individual consumer because other people will affect the decision making process because they have to take into account all the members of the family instead of just an individual.
Final Project
MKT 3400 CONSUMER BEHAVIOUR FALL 2017 El Sereno (90032) Aaron Rodriguez (arodr445@calstatela.edu) Cindy Espinueva (cespinu@calstatela.edu) Darren Nursalim (dnursal@calstatela.edu) David Puga (dpuga3@calstatela.edu) Monica Centeno (mcenten7@calstatela.edu) Oscar Argueta (oarguet@calstatela.edu) Raymond Gutierrez (rgutie31@calstatela.edu) Samantha Garcia (sgarc241@calstatela.edu) Steven Roncalli ( sroncal@calstatela.edu ) TABLE OF CONTENTS El Sereno History and Demographics 3 First variable: Vegetarian Foods 4 Second variable: Organic Foods 6 Third Variable: Fresh Foods 7 Analysis and recommendations 8 Reflections 8 Bibliography 10 Appendices 12 History and Demographics of the Selected Zip Code The history of El Sereno traces back to 1771, before the city of Los Angeles was establi...