Socio-cultural

Forces exerted by other people, groups and communities - online (abstract and distributed) or localised (physical and constrained). 

• Social class (education, occupation, income), 

• Culture / subculture (values, beliefs, traditions), 

• Family role (gender, age, size / type of family), and 

• Peer groups (conformity, aspiration).

These social elements of life are the raw material out from which individuals hone their individuality (largely unconsciously - but then deliberately in how they represent themselves through consumerism and ownership.

Self-Perception and Socio-Cultural context are in continual interaction - adoption and separation, attraction and repulsion, towards or away. 

Consumerism can help an individual align themselves as being a member of a group - but then comes the problem of inauthenticity and posturing...

These groupings can be very useful in segmenting the mass market.