Back to All Events

Consumer Behavior Part 3: Socio-Cultural Influences on Purchase Decision Making

Join AIPMM Anthropologist Paula Gray as she concludes the in-depth webcast series focusing on Consumer Behavior.  This 3 part series has been a tremendous success as Paula has taken the time to unpack the somewhat mysterious buyer decision process.  Part 1 focused on the product purchasing process, part 2 focused on internal process that shape buying decisions. Now join us for the final installment where we will look at how cultural and societal rules, laws, conventions, customs and values also affect the consumer’s purchase decision.

Your customer does not make buying decisions in a vacuum, but rather under the societal and cultural pressures that exist anywhere.  Who better to uncover the complexity of that socio-cultural framework than our own AIPMM Anthropologist, Paula Gray?  Join us as we learn more about these external influences and how they shape the internal buying decision.

As with the rest of this series you can use this information to inform your marketing strategy, create more relevant messaging and improve your social media strategy. This information is relevant for both tangible goods and intangible services.

Key topics in Part 3 will include:
·         Definition of culture and how the components affect your customer’s buying decisions
·         Subcultures and their “languages”
·         Family and household member influence
·         Reference groups and their influence  

About Paula Gray
Paula Gray is an anthropologist and the Director of Research and Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels' book The Product Manager's Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also the author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.