This attitude plays a significant role in defining the brand image of a product. This is evident in a number of ways, such as through roles. Discuss the importance of opinion leaders in marketing and how they can influence the success of a product or service. Social media is no longer just about conversations; it’s about commerce. Meaning and Definition of Social Class : Consumer behaviour is influenced by environment in which one lives. Whereas if a consumer is interested in saving more, then most of his income will go towards buying products. The importance of understanding the role of social influence, how others affect our emotions, opinions, or behaviors, in consumption has a long and varied history in the fields of sociology, psychology, and marketing. Culture is the most fundamental determinant of a person’s wants and behavior. Generally, the rich have the ability to purchase more consumer goods than those with less income, and those goods are of higher quality. The buying choices of youth differ from that of middle-aged people. Social class is often hard to define; in fact, many people dispute the existence of social classes in the United States. Hence, the marketers try hard to understand the attitude of a consumer to design their marketing campaigns. Retailers often employ more security and staff during times where the propensity for consumer misbehavior increases, such as during “Black Friday” sales. Opinion leaders are particularly useful in marketing. Hence consumer perception becomes a great influence on the buying decision of consumers. Study of Consumer as an Individual 4. Furthermore, social factors play a special role in the decision of the buyer’s purchase (kotler and Armstrong, 2006). When a nation is prosperous, the economy is strong, which leads to the greater money supply in the market and higher purchasing power for consumers. Consumers have certain attitude and beliefs which influence the buying decisions of a consumer. For example, the role of father can be different than the role of mother in purchasing consumer goods. Consumer behavior and purchasing is different in each of these stages. Culture is one of the key factors that influences a consumer’s buying decisions. It is generally recognized that there are social behaviors that are acceptable in a given situation. In marketing, celebrities are often used as opinion leaders. Consumer behavior is influenced by cultural factors like social class, buyer’s culture, and subculture. A consumer’s behaviour is influenced by the following social factors: 1. Describe how family dynamics and the family life cycle can influence purchasing decisions. Influence on Consumer Behavior. The function of a value system is to help a person choose between alternatives in everyday life. Kellie Elmerraji. Social factors: family, friends, education level, social media, income, they all influence consumers’ behavior. Most, though certainly not all, individuals and families pass through an orderly sequence of life stages that can be used to understand their purchasing patterns. The influence of media on consumer behavior is profound. A marketer often targets influencers rather than the entire target market, because these influencers can alter the behavior of other people. Influencers can be influential buyers, retailers, or people, such as journalists or industry professionals (among others). Culture can be further divided into subcultures. A consumer’s family is one of the most significant factors because a family helps shape an individual’s attitudes and behaviors. One way to understand the family’s impact on consumer behavior is to identify the decision maker for a purchase. Researchers divide shoplifters into two categories: “boosters,” professionals who resell what they steal, and “snitches,” amateurs who steal for their personal use. Consumer misbehavior is specifically related to retail and other markets, and includes things from cutting in line to fights between customers to credit card fraud. The strategy should show the product or service as reinforcing the beliefs, values and customs of the targeted culture. Individuals can also be reference groups (usually known as opinion leaders). This … Reference Group: Some of the important economic factors are: When a person has a higher disposable income, the purchasing power increases simultaneously. One source of help is an opinion leader. At first, the influence of parents is significant because of how parents help their children to develop political and religious beliefs, lifestyle choices, and consumer preferences. They can heavily influence purchasing patterns. also deliver information personally. Most people are who they are because of their parents. Culture contains smaller subcultures or groups of people with shared values systems based … These personal factors differ from person to person, thereby producing different perceptions and consumer behavior. A person has many needs such as the social needs, basic needs, security needs, esteem needs and self-actualization needs. (adsbygoogle = window.adsbygoogle || []).push({}); Consumers have different roles in purchasing products and services, and these roles can influence their buying behavior. Age Here are 5 major factors that influence consumer behavior: Human psychology is a major determinant of consumer behavior. Although fairly expensive to do, many retailers have begun fighting consumer misbehavior. Aspirational Group. Usually, however, people are grouped in social classes according to income, wealth, education, or type of occupation. Psychosocial motivations may include peer pressure, a desire for thrill or excitement, impulse, intoxication, or compulsion. Friends, clubs, religious groups, and celebrities can all act as reference groups. Major Factors Influencing Consumer Behavior. Essay Contents: Essay […] There are four main types of consumer behavior: 1. Reference group is a group of people with whom a person associates himself. Illustrate how social class impacts consumer behavior and buying patterns. Consumers who have liquid assets tend to spend more on comfort and luxuries. If a consumer decided to save more, then his expenditure on buying reduces. CC licensed content, Specific attribution, http://en.wikipedia.org/wiki/Influencer_marketing, http://en.wikipedia.org/wiki/Persona_(marketing), http://www.fotopedia.com/items/flickr-417146851, http://en.wikibooks.org/wiki/Marketing/Consumer_Behavior%23Social_influences, https://dl.dropboxusercontent.com/u/31779972/Introducing%20Marketing.pdf, http://commons.wikimedia.org/wiki/File:US_Navy_021029-N-3228G-007_Navy_family_shops_at_the_Pearl_Harbor_commissary.jpg, http://en.wikipedia.org/wiki/Reference_group, http://en.wikipedia.org/wiki/Thought_leader, http://en.wikipedia.org/wiki/opinion%20leader, http://en.wiktionary.org/wiki/target_market, http://commons.wikimedia.org/wiki/File:Friends.jpg, http://en.wikibooks.org/wiki/Marketing/Consumer_Behavior, http://en.wikipedia.org/wiki/Opinion_leadership, http://www.boundless.com//sociology/definition/reference-group, http://commons.wikimedia.org/wiki/File:Auto_Mechanic.jpg, http://commons.wikimedia.org/wiki/File:US_Navy_081007-N-8848T-889_Dale_Earnhardt_Jr._autographs_a_hat_for_Seaman_Recruit_Heather_Martinez.jpg, http://en.wikipedia.org/wiki/Consumer_behaviour%23Other_influences, http://en.wikipedia.org/wiki/Social_class_in_the_United_States, http://en.wiktionary.org/wiki/social_class, http://en.wiktionary.org/wiki/disposable_income, http://www.fotopedia.com/items/flickr-5693470861, http://en.wikipedia.org/wiki/Social_class_in_the_United_States%23Culture, http://en.wiktionary.org/wiki/socio-economic, http://www.fotopedia.com/items/flickr-5257442738, http://en.wikipedia.org/wiki/Black_market, http://en.wikipedia.org/wiki/Credit_card_fraud, http://en.wikipedia.org/wiki/Shoplifting%23Motivations, http://en.wikipedia.org/wiki/credit%20card%20fraud, http://en.wikipedia.org/wiki/Black%20Friday, http://www.fotopedia.com/items/flickr-3274955487. They usually have deeper expertise in a certain area, and are often looked to for help in making consumer decisions. A group of people are associated with a set of values and ideologies that belong to a particular community. For example, taking one’s mother out for dinner and buying her presents for Mother’s Day is an American custom. When a person buys a product, he/she gets to learn something more about the product. A person develops preferences from his childhood by watching family buy products and continues to buy the same products even when they grow up. Opinion leaders are generally people who have the ability to influence others. Forget going into stores to discover … Reference Group –It refers to all those people which directly affect the purchase pattern and decision of a consumer as they serve as a point of reference or comparison for the consumer while making a purchase decision. Families have a tremendous influence on consumer purchasing. There are generally three components of a culture: beliefs, values, and customs. All these professionals can influence the decisions consumers make within their area of expertise. One way to understand the consumer behavior of a family is to identify the decision maker for a purchase. Since the cost of consumer misbehavior can be so high, many retailers feel it is worth fighting. These factors are difficult to measure but are powerful enough to influence a buying decision. Opinion leaders are usually people who are more knowledgeable about a certain product or service than the average consumer. 2. For example, the availability and relatively low cost of photography equipment have given rise to many people who are serious about photography but are not usually paid for their work. Influencers are sometimes ranked according to six criteria: market reach (how many people the influencer will connect with), independence (no vested interest in product), frequency of impact, expertise, persuasiveness, and thoroughness (the extent to which influence is exerted across the decision lifecycle). Therefore, it’s essential to have a prominent online presence on various social media platforms. Often, the decision maker changes based on the type of purchase or the size of the purchase. These factors are considered as social factors. There are three types of cultural factors include social class, culture, and subculture. Source is creditable. These subcultures by itself form a customer segment. SOCIAL FACTORS AFFECTING CONSUMER’S PURCHASE IN FURNITURE Reference group Reference group can be defined as any person or group of people who significantly influences an individual’s behavior ( Sakpichaisa, 2012). Factors that are personal to the consumers influence their buying behavior. When a consumer has higher liquid assets, it gives him more confidence to buy luxury goods. Consumers are looking for reviews and recommendations. Consumer misbehavior refers to the common occurrence of consumers acting outside the norm. Common types of consumer misbehavior include shoplifting, abusive behavior, credit card fraud, and black markets. A spouse and children, however, can exert an even more significant force on a consumer’s purchases. Overall, How Social Media Communities Impact Consumer Behavior, based on the survey results, the majority of Facebook users sampled in this study said they are open at times to the influence and opinions of their Facebook communities, while Twitter users say their communities rarely influence their purchase decisions. Collective behavior occurs when large numbers of people engage in a loosely organized activity. Most consumers around the world now carry posting and purchasing power around in their pockets with them every day. The pervasive influence of social context on consumer behavior is anecdotally and empirically well documented (Argo et al. The upper class, for example, has more disposable income and can thus spend more on most products. Culture is considered an external factor in influencing consumer behavior. Marketers must be very aware of the social class of their target market. Social class can have a profound effect on consumer spending habits. Worldwide, the underground economy is estimated to have provided 1.8 billion jobs. Fraud: Credit card fraud is a form of consumer misbehavior that can cost billions of dollars a year. In this sense, culture is defined as the distinct way peoples’ experiences, customs and beliefs define how they behave. Complex buying behavior. For example, a few years ago Shaquille O’Neal was used to endorse Pepsi because Pepsi felt he represented the spirit of teenagers of the time. So if a reference group endorses a product, either through use or statements about the product, those that look to the group will often purchase that product. The latest trend in marketing is the introduction of the social media. 4 Ways Social Media Influences Consumer Behavior More buyers are now on social media networks than ever before. These factors refer to the set of values, preferences, perceptions, and ideologies of a particular community. These activities can promote or obstruct social change through political activism or protests and can can occur in the potentially destructive forms such as riots. When a consumer is offered easy credit to purchase goods, it promotes higher spending. They have the standing to be able to influence others. Opinion leaders are often trusted and unbiased and have the social network of friends, family, and coworkers necessary to disperse information. Influencers are people who have a relatively large audience in which to tout their beliefs. A persona may be created to capture the “soccer mom,” perhaps by giving her a name or other defining characteristics. A persona simply helps a marketer get a clearer picture of who will be buying his product. Consumer behavior is influenced by many different factors. Factors Influencing Consumer Behaviour 3. Culture can be different by region, different groups and even countries. When a consumer has higher disposable income, it gives more opportunity for the consumer to spend on luxurious products. Social Influence and Consumer Behavior (Spring 2013) Curator: Darren Dahl. The social class is not just determined by the income, but also other factors such as the occupation, family background, education and residence location. Understanding the family life cycle is beneficial for marketers because it helps in defining target customers. Culture can be further divided into subcultures. On the other hand, if a reference group disapproves of a product, those that associate with that group will probably not purchase the product. A persona is a social role. When a person comes from a particular community, his/her behavior is highly influenced by the culture relating to that particular community. The decision process is affected by a number of factors such as culture, social class, personal influences, family, religion, region he […] Social class can have a profound effect on consumer spending habits. 4. Other models have as many as a dozen levels. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Distinguish between an opinion leader and reference group. A marketer should understand the dynamic of the social class as well. Internal or psychological factors: The buying behaviour of consumers is influenced by a number of internal or psychological factors. Marketers should understand that a person’s social class will have a major influence on the types and quantity of consumer goods purchased. In the consumer world, influencers can impact the success or failure of a product by using it or shunning it. Each of these subcultures will have specific influences on consumer behavior. Then the married couple transition to Full Nest stages, where the family has dependent children living at home. Estimates put the cost of credit card fraud to billions of dollars. Perhaps the simplest model to define social class is a three-tiered approach that includes the rich, the middle class, and the poor. A prosumer is usually a serious hobbyist, with similar interests and skills of professionals. Sellers are making it easy for the consumers to avail credit in the form of credit cards, easy installments, bank loans, hire purchase, and many such other credit options. Top ways that social media influences consumer behavior. Social factors play an essential role in influencing the buying decisions of consumers. deliver influence through the mass media, including advertising, sales promotions, publicity, special events, and social media posts. In its most common usage, a prosumer is usually a serious hobbyist, with similar interests and skills of professionals. Liquid assets are those assets, which can be converted into cash very easily. Internal or Psychological factors 2. Cultural Factors include the basic values, needs, wants, preferences, perceptions, and behaviors that are observed and learned by a consumer from their near family members and other important people around them. These personal factors differ from person to person, thereby producing different perceptions and consumer behavior. Customs are modes of behavior that constitute culturally approved ways of behaving in specific situations. Types of consumer behavior. A consumer is highly influenced by the amount of savings he/she wishes to set aside from his income. Sometimes, these opinion leaders can actually be groups, known as reference groups. Opinion leaders are usually seen as being honest and impartial. Social … Learning comes over a period of time through experience. Families influence purchases in many ways. 2005; Dahl 2013). Many factors influence purchasing. If a reference group endorses a product, either through use or statements about the product, those that look to the group will often purchase that product. Social influence is a major topic in social psychology and looks at how individual thoughts, actions and feelings are influenced by social groups. Within a cultural group, there exists many subcultures. There is a major difference in the consumer behavior of different social classes. Consumers are constantly seeking out the advice of knowledgeable friends or acquaintances who can provide information, give advice, or actually make the decision. The buying behavior is highly influenced by the lifestyle of a consumer. Hence basic needs and security needs have the power to motivate a consumer to buy products and services. When there is higher credit available to consumers, the purchase of comfort and luxury items increases. Reference groups can and do have a tremendous influence on purchasing decisions. 3. For some product categories, there are professional opinion leaders who are quite easy to identify–for instance, auto mechanics, beauticians, stock brokers, and physicians. Social factors 3. Social Factors are made up of : Reference groups Family Roles/ Status Reference Groups: – A person’s reference group consist of all the groups that have a direct/ indirect influence on the person’s attitude/ behaviour. Families’ influence on buying habits includes how parents play a significant role and, eventually, how a spouse and children play an even more significant role. Marketers often create a “persona” for their products and services in order to represent the different user types in a target market. With access to an almost-infinite ocean of information at any given time, businesses have to seize every opportunity to be in front of their target audiences. Higher family income influences the people in the family to buy more. Some of the important psychological factors are: When a person is motivated enough, it influences the buying behaviour of the person. Income has the ability to influence the buying behavior of a person. Combating consumer misbehavior is an expensive, time-consuming activity. Celebrity endorsements in marketing are a way to give clout to a product or service. One’s race, religion and class are all ways subcultures can be established. Religious revivals such as the First and Second Great Awakenings and moral panics like the one that lead to the Prohibition Era of the 1920s can also profoundly impact society. When there is an increase in disposable income, it leads to higher expenditure on various items. While a skill can be gained through practice, knowledge can be acquired only through experience. Give examples of common types of consumer misbehavior and common retailer tactics for addressing consumer misbehavior issues. Each plays a role in influencing consumer purchasing. Upper Class : Social class has a profound effect on the types and quantity of consumer goods purchased. study of individuals and organizations and how they select and use products and services Reference groups communicate through opinion leaders, who influence what others do, act, and buy. Consumer perception is a major factor that influences consumer behavior. Clubs, associations, and religious organizations are usually formal reference groups. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Reference groups are similar to opinion leaders in that they can have a profound influence on consumer behavior. Whereas, a weak economy reflects a struggling market that is impacted by unemployment and lower purchasing power. People go through a family life cycle composed of different stages of purchasing patterns. Some of the social factors are: Family plays a significant role in shaping the buying behavior of a person. Culture can have a profound effect on consumer behavior and impact how a product is marketed. Marketing strategies should reflect the culture that is being targeted. Impact of social media on consumer behaviour 9 of information that can be processe d by individuals, and it is not feas ible to evaluate all choice alternatives in depth (Karimi, 2013). Disposable income refers to the money that is left after spending towards the basic needs of a person. Teenagers will be more interested in buying colorful clothes and beauty products. Elderly people have a totally different buying behavior. Customer perception is a process where a customer collects information about a product and interprets the information to make a meaningful image about a particular product. The Various Cultural and Social Factors that affect the decision making process for a consumer are:. A typical adult starts in the bachelor stage of being young and single and then moves to being part of a married couple without children. The lower class, in contrast, are much more concerned with simply getting by; they focus more on necessities. Values are general statements that guide behavior and influence beliefs. Celebrities are often used as opinion leaders in promoting a product. Social Group –A group is any collection of individuals with similar interests, opinions and activities. Many also use electronic tracking devices on products and closed-circuit television to fight shoplifting and fraud. Personal Factors. Factors that are personal to the consumers influence their buying behavior. Since different cultures have different values, they will have different buying habits. For example when a consumer leads a healthy lifestyle, then the products he buys will relate to healthy alternatives to junk food. An individual draws cues regarding consumption and disposal of products from various social groups he belongs to. A person is influenced by the role that he holds in the society. Hence their buying behavior is influenced by other people around them. Humans are social beings and they live around many people who influence their buying behavior. Similar is a gray market economy where a company makes their products available even they are not authorized to do so. Although they may not actually know more about a product or service, there is usually the perception that they do. Influencers are people who have a relatively large audience in which to tout their beliefs. By Dr. Kevin Lance Jones Social Influences Information and Pressures from Individuals, groups, and the mass media that affect how a person behaves. Middle-aged are focused on house, property and vehicle for the family. In conditional learning the consumer is exposed to a situation repeatedly, thereby making a consumer to develop a response towards it. Cultural Practices: Cultural practices can have a huge impact on consumer behavior. Some of the cultural factors are: Cultural Factors have strong influence on consumer buyer behavior. A marketer may decide his product is best suited for a specific demographic and will define that demographic as clearly as possible. Reference groups are considered a social influence in consumer purchasing. A black market or underground economy is a market in goods or services which operates outside the formal one supported by the established state power. Learning can be either conditional or cognitive. US Navy 081007-N-8848T-889 Dale Earnhardt Jr. autographs a hat for Seaman Recruit Heather Martinez. Consumer misbehavior is specifically related to retail and other markets, and includes things from cutting in line to fights between customers to credit card fraud. The consumer buying habits and decisions greatly depend on the economic situation of a country or a market. For example, “soccer mom” might be the target market for minivans. Although a very common crime, it is still considered consumer misbehavior. Factors That Influence Consumers’ Buying Behavior in Marketing Principles (v. 2.0) is licensed under a Creative Commons by-nc-sa 3.0 license. Hence, understanding consumer behavior in the context of social commerce has become critical for companies that aim to better influence consumers and harness the power of their social ties. Is evident in a target market according to income, they are not authorized to so! Talk to and discuss various issues to reach to better solutions and ideas use electronic tracking devices products! Alter the behavior of different stages of purchasing patterns types and quantity of consumer goods purchased the! 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