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Consumer Buying Behavior
Two factors that have influenced my purchasing behavior most in the last year include culture and family. This is because each of these factors influences my life every day. For example, when buying toiletries last year, I realized that I mostly buy the ones that I have always used since when I was a child. Any time I buy something different, my family would ask why. The other example is when buying clothes, being in the mainstream culture, I can buy a variety of clothes. Another example is consuming more all the time. Americans are known to spend more compared to other countries, which is their culture.
Between social class, subculture and social factors, the second one had the most influence and ranked number 1 in UCR students’ purchasing behavior last year, followed by social factors and finally social class. An example of how subculture influences students can be seen in the kind of music that they listen. Those in the black subculture will mostly listen to hip-hop and go to hip-hop clubs while majority of whites will listen to rock. This also affects that kind of clothes that each subculture associates to and buys. An example of social class influence in UCR students can be highlighted by women, where the most affluent buy the expensive designer clothes while the middle ones buy the ordinary clothes and handbags. The other factor is social factors, where many students belong to small groups of friends that influence each other over what to buy. Subculture has influenced me to purchase clothes that adhere to a certain style while belonging to a social group made me purchase coffee at a particular store. Finally, social class influenced me to buy expensive wristwatch.