 Social Roles and Status.

The roles and status of an

individual may vary depending on the nature of groups that he or
she belongs. Customers may have variety of groups, like family,
teams, organizations, or even social media communities.

 Customers typically select goods or service based on their

roles and status. For example, a father may have diversified
roles. He portrays the character of a husband and father to his
family, a business person and boss to all staff in his company, a
team player in his basketball team, and executive committee in
his organization. Therefore as husband and father of his family,
he will choose to buy a vehicle that reveals his role and status in
his family.
 Here are things that marketers should understand on
belief and attitude:
• Customer’s belief may be taken from their real knowledge, opinion,
or faith
• Belief may or may not have emotions charge
• Customers may develop their image of the brands based on their
existing beliefs
• Customers may make actions based on their beliefs.
• Attitudes lead customers to like or dislike the brands.
• Altering customer's attitudes are difficult.
• Marketers should suit its brands to the prevailing attitudes of the
customers rather than to try altering them.