Consumer Traits Behaviors
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Furthermore, analyzing how social and cultural settings influence consumer behavior is very beneficial when marketing products successfully. When marketers are preparing a platform for proper product advertising an analysis of the multitude of outside influences, psychological, and social factors is extremely important. Social factors include family, peers, roles and status. Family influences include your spouse, your children, and your parents. Immediate family, especially teenagers tend to be more trendy then their parents, at the same time parents are also typically seeking their teenagers approval. Family is the most influential force on purchasing behavior. All consumers belong to a group of some sort whether it is friends, neighbors, and coworkers. Friends, neighbors and coworkers always seem to be more influential they consumers would like to admit they are. Social and Cultural forces play a big part in defining consumer purchasing behavior. “Each and every product delivers a different meaning to each user” (Rasool 2012). Cultural factors include basic values, behaviors and ideas. “Culture is a set of socially transmitted beliefs, values, and customs” (ICMR 2013). Culture is the most basic influence on an individuals wants and behavior in satisfying those wants. Culture influences on purchasing vary from country to country. Within each culture, subcultures which are made up of groups sharing the same value systems based on common life situations. Subcultures are groups which include nationalities, religion and geographic regions. These classes share similarities in how they live their lives and the behaviors they exhibit, these actions determine purchasing habits. The underlying point is that people conform to social classes and cultures. Culture exists to satisfy the needs of the people within a society (Shiffman 2011). The knowledge of how consumers decide on one brand instead of another and what factors influence their decision-making is crucial for marketers, not only to cater to the existing needs of their consumers but also to prepare for their future needs.
Finally, examining the reasons consumers interpret marketing messages differently. There are several forms of marketing and several factors that influence behavior. Direct marketing allows businesses and nonprofit organizations communicate straight to the customer. The advertising techniques can include text messaging, websites, online display ads, email, fliers, promotional letters, catalog distribution and outdoor advertising including billboards or human sign spinners. Direct marketing is utilized by every business, from the “mom and pop shop” to large corporations and Fortune 500 companies. Direct marketing is extremely popular with a majority of marketers since the results for each advertising campaign can be measured directly. While many marketers identify the financial benefits of growing targeted awareness,