Hi this is group assignment and our company is KMART. Number 3 and 4 is my part so kindly refer to the attached question and marking rubrics and do accordingly. NOTE: Please do number 3 and 4 only

3. Analyze how external factors such as those relating to reference groups, social class, and culture and market forces influence customer buying decisions of chosen company KMART.
Consumer behavior specifically customer’s buying decision is influenced by several factors, understanding it completely is impossible as it is related to human mind which is ever dynamic. However, forecasting as well as analyzing factors involved is feasible (Solomon, M. 2004).
Reference groups are known as major social influence while consumer making a purchase decision. These groups are generally the ones that consumers will look towards so as to make purchasing decision as it provides some comparison points to consumers regarding lifestyle, behavior or habits. Reference group tends to influence the self image of consumers followed by behavior ((Kotler & Armstrong, 2010). So, if reference group endorses KMART wither by statement or use of products, the consumers who look to group will get influenced and would often make purchasing decision. These groups includes close friends, family, work group, neighbors or any other people associated with consumers.
Social class includes each and every society across globe; it is not determined by income alone. Other factors contributing to social class include family background, occupation, residence location as well as education. It helps to predict the consumer behavior. Social class of consumer influences his/her choice of purchasing decision similar to reference group.
Culture of consumer influences ethics of what is wrong, what is right, how it feels along with what feels normal, right as well as desirable. These consumers are group of people with ideologies and set of values belonging to particular community that influences the purchasing decisions (Solomon, M. 2004). It’s better for KMART to practice to make it easy and possible for...