MKT 301 Chapter 5 Notes A consumer’s behavior also is influenced by Social Factors Groups that have a direct influence and to which a person belongs are called membership groups. Reference groups serve as direct or indirect points of comparison or reference in forming a person’s attitudes or behavior. An aspirational group is one to which the individual wishes to belong. Word- of- Mouth influence refers to the impact of the personal words and recommendations of trusted friends, associates, and other consumer on buying behavior. Rather than leaving it to chance, marketers can help to create positive conversations about their brands. Opinion leader refers to a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others. Opinion leaders are also referred to as influential or leading adopters. Buzz marketing involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company’s products. Online social networks are online communities where people socialize or exchange information and opinions. Family members can strongly influence buyer behavior. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services. A person’s position in each group can be defined in terms of both role and status. People usuallychoose products appropriate to their roles and status. A buyer’s decisions also are influenced by personal characteristics of the buyer.Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle.A person’s occupation affects the foods and services bought. Marketers try to identify the occupational groups that have an above average interest in their products and services. A company can specialize in making products needed by a given occupational group.A person’s economic situation will affect his or her store and product choices. Marketers watch trends in personal income, saving, and interest rates.Lifestyle is a person’s pattern of living as expressed in his or her psychographics. It involves measuring consumers’ major ALO dimensions, activities, interests, and opinions. The lifestyle
concept can help marketers understand changing consumer values and how they affect buyer behavior. Personality refers to the unique psychological characteristics that distinguish a person or group. It can be useful in analyzing consumer behavior for certain product or brand choices. A person’s self-concept is also made use of by marketers. The idea is that people’s possessions contribute to and reflect their identities. Psychological Factors A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction.Many companies employ teams of psychologists, anthropologists, and other social scientists to carry out motivation research.
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- Fall '08
- Marketing, Buying Unit