How Marking Mix Elements Influences Consumer Buying Behaviour Through Psychological and Sociological Factors
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Introduction This report explains and identifies how marking mix elements influences consumer buying behaviourthrough psychological and sociological factors Leslie Kanuk (2012) decision making process that affects consumer behaviour from the chosen brand Adidas that is focused on clothing. [pic 1]Fig 1.1 The Logo of Adidas Source:
Adidas employs the low involvement hierarchy as a consequence of positive attitudinal, operant reinforcement such as coupons and loyalty programmes. The satisfaction after purchasing influences pre purchases evaluation of alternatives as customers for brand loyalty and positive attitudes (Soloman et al 2006). Because of an increase in sales, customers are satisfied. Adidas uses and emotional decision making process due to their low involvement appeal for functional benefit of sportswear use.Memory and learning from information search is influenced from promotions with stimulates need recognition from attention, heightening brand recognition and recall stimulating brand preference to lower actual state of cohesion. Sociological Drivers will affect the decision making process by information search and pre purchase evaluation of competition in relation to consumer personality and self-concept since the trendy youth segment has increased (Soloman et al 2006) as a a outh cultural segment upon which heuristics of availability influenced purchase. Reference groups such as friends and peer groups will influence information search as well as purchase.   [pic 4]1.4.1 Heuristics This can be defined as simple rules of thumb to speed up the decision making process (Schiffman and Kanuk, 2012) Table 2: Heuristics Utilized by AdidasHeuristicDetails Availability HeuristicMemory based information search; Adidas does  extensively advertise and utilizes social mediaRepresentativeness HeuristicLikelihood of being happy and getting together with friends by playing sports and exercising outdoors Anchoring and Adjustment HeuristicAnalyse all industry competitors like Nike or even Puma to get cheaper footwear and sporting clothing, then adjust in terms of budget, brand preference or may be brand loyal to Adidas.Simulation HeuristicGo to Adidas sports store outlet and there will be good service plus build bonus points to a another item half price later on so realistically if an individual went to Nike there is no rewards and substandard service so choose AdidasFraming EffectsBoth external information searches like social media sites Facebook and Linked in support positive views of Adidas, so choose Adidas over competing brands because you will feel a sense of comfort and satisfactionSource: Student Research, 2014. Adapted from Soloman et al., 2006.