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The YouTube video discusses the social factors that impact consumer behavior, with a focus on how groups, personal influencers, and referents can influence a person's decisions. Kotler also discusses the role of the unconscious mind in consumer behavior, and how a good marketing manager can exploit group influences to sway potential customers.

  • 00:00:00 In this video, Kotler discusses social factors that affect consumer behavior. He mentions three social factors that have an impact on consumer behavior: group influence, personal influencers, and referents. Group influence refers to the impact that groups have on consumer behavior. Personal influencers are people close to the consumer who can influence the consumer's behavior. Referents are groups or individuals that the consumer regards as important influences in their behavior. Kotler notes that, although we may not be consciously aware of it, our unconscious mind plays an important role in how we behave. He also discusses the power of group influence, and how a good marketing manager can identify and exploit group influences in the behavior of potential customers.
  • 00:05:00 Kotler discusses the social factors that influence consumer behavior, and how these factors play a role in the way a person dresses, behaves, and spends their money. He also discusses how social factors can impact a person's job, such as the title and role a person holds within a company, and how these factors can influence a person's wardrobe and shopping habits.
  • 00:10:00 In this video, marketing professor Dr. Robert K. Cutler and Dr. Paul J. Armstrong discuss social factors that impact consumer behavior. Topics covered include family and social status, which impact consumer behavior in different ways. Finally, two different video options are provided for those who would like to continue learning about marketing.

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