Question.349 - Group Influences The purpose of this assignment is to analyze how consumer buying behavior is affected by various influencers. Continuing in the role of a marketing professional who has been tasked with using the study of consumer behavior to develop and effective marketing and communication strategy for a client, refer back to the brand research you have completed in previous assignments. Using what you have learned from your research and the topic materials, complete the "Group Influencers" chart. APA style is not required, but solid academic writing is expected. This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
Answer Below:
Group Influencers Directions: Using your research and what you have learned about factors that influence consumer behavior, complete the chart below. For each key influencer, provide two or three specific examples of how they affect consumer buying behavior. Influencer Effects on Consumer Behavior Family The familys financial background has vital influence on the consumer buying behavior A buyers role in the family matters while making purchase decision. In other words, whether remaining family members agree or not depends on the role and responsibility level of buyer. Friends A consumer is influenced by friends when they are close and believe each others opinions or suggestions. For instance, in friend, circle we expect and make sure that whatever we each other get should be the best, so we suggest better for each other. Let us a say a girl buys a cosmetic product and her friend the good results in real. In this that girls friend get influenced to purchase a product. Co-Workers Let us say a worker buys a dress or a good-looking watch from a particular show room. It easily spread across the workplace. It automatically influences other co-workers because they get attracted to it. Let us say an employee has been to a restaurant last night and talks about to two other co-workers or with his/her team members about the bad experience she/he had with customer service. Even that employee doesnt directly suggest to not to go to that restaurant, others will be influenced to not to try that restraint (most of the time). Fellow Shoppers The reviews given online directly influence other buyers in making their purchasing decision; no matter whether it is a negative review or positive. When a buyer go to online shopping site, and he/she is searching for a shampoo and want to try a new one. The person go through all different brands and buy one which has good rating. Virtual Communities Marketing Media (for this entry, provide three to five links to specific marketing media examples) Virtual Communities Marketing Media impacts consumer buying behavior by bringing awareness of the product in various medias. The communitys experience about a product that has shared in the social medias influences more than any advertisements of a brand as people are more into social media now a days. Links (insert below): 1. https://www.youtube.com/watch?v=wW9xqufngHU 2. https://in.pinterest.com/pin/333899759875307069/ 3. https://www.pinterest.com/pin/502362533415179976/ 4. https://cleantechnica.com/2019/08/24/new-ad-campaign-part-of-2-billion-effort-to-promote-electric-cars/ Advocacy Groups Advocacy groups creates multiple campaigns that make buyers to get attracted to particular products or sales. Advocacy Group is primarily aims to raise voice if there are issues that might be impacting customers. In this way consumers learns about the facts of products and decide whether to buy or not to buy particular product. Social Class The people who are in a high class (financial status) prefers to buy products with high price and those are in low or middle class try to buy less price products. Buyers purchasing decision also depends on the personality, which even though they are in higher level of social class, some people try to stay simple. Culture The culture of a person is defined by values, specific beliefs, and experiences, social norms, intentions, emotions, impacts on the choice as a buyer. For example, some cultures restrict consuming alcohol and some prefers to eat non vegetarian. So, a vegetarian always keep himself/herself away from buying any non-vegetarian food. Let us say, the culture of family (the religion) of the person has rules in the kind of dress he/she wear or different cultures have different sense of dressing. In such case, purchasing decision of the person change in each culture. Subculture Different age group people have their own beliefs and opinions, so the way they wear dress, eating habit, the products they on the daily basis changes, so do their purchasing decision. The products women and men use are different from each other. In some countries, where men dominate the family the purchasing decisions are made by mostly men.More Articles From Marketing
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