(BQ) Part 2 ebook "Consumer behaviour - A European perspective" has contents: Groups and social media; european family structures, household decision making and age cohorts; income and social class, culture and consumer behaviour, cultural change processes, consumption and european consumers. | ChapTEr Part D EUropEan ConSUMErS and ThEIr SoCIaL GroUpS The chapters in this part consider the range of social influences that help to determine who we are as well as our consumer behaviour. chapter 10 looks at the influences that groups and social media have on consumer behaviour, the role of brand communities as a social context, and the particular influences that word of mouth and opinion leaders exert on our consumption deliberations. chapter 11 provides a discussion of family structures in europe. The chapter also points out the strong influence that age has on our behaviours as consumers, with an emphasis on the bonds we share with others who were born at roughly the same time. chapter 12 focuses on factors that define our social classes, and how membership of a social class exerts a strong influence on what we buy with the money we make. 381 381 3/31/16 8:24 PM 10 GroUpS and SoCIaL MEdIa ChapTEr oBJECTIVES when you finish reading this chapter you will understand why: ➔ other people and groups, especially those that possess social power, influence our decisions. ➔ word-of-mouth communication is the most important driver of product choice. ➔ opinion leaders’ recommendations are more influential than others when we decide what to buy. ➔ Social media changes the way we learn about and select products. BoBBy tries to play sport just about every day. The obsession that started with football has expanded to include cricket, tennis and squash (depending on the season). he will happily leave work early to play for his company team, especially the 11-a-side league on a Monday evening. The original work team that Bobby played for now includes some of his closest friends, and they try to celebrate an important victory with a few drinks, with the importance of turning up for work the next day feeling fresh relegated to a poor second against the joys of forging a great team .
