Environmental Influences. Types of influences. Cultural Social Personal Family Situational. Values. Values are shared beliefs or group norms internalised by individuals. Norms. Norms are beliefs held by consensus of a group concerning the behaviour rules for individual members .
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Values are shared beliefs or group norms internalised by individuals
Norms are beliefs held by consensus of a group concerning the behaviour rules for individual members
The process by which people develop their values, motivation and habitual activity.
Consumer socialisation is the acquisition of consumption related cognitions, attitude and behaviour
A nation’s culture determines what suppliers can offer, the way products can be marketed and the degree to which consumers are allowed to act on their preferences
Consumers are products of their environment. People strive as adults to achieve what they believe they were deprived of in early stages of life. Cohort analysis helps us to understand the differences between different groups and their motivations
Behaviour can also be influenced depending on social class
It is defined as relatively permanent and homogeneous divisions in a society into which individuals or families sharing similar values, lifestyles, interests and behaviour can be categorised
Social status groups are stratified according to the principles of their consumption of goods as represented by their ‘style of life’
Therefore product usage does not necessarily mean that people fall in that class
Personal influence, direct or indirect is one of the very best forms of persuasion. This is because the input from people with whom we can identify and relate can attain remarkable credibility.
Buying decisions of individuals may be heavily influenced by other members of the family or household
All persons related or otherwise occupying the same dwelling unit.
Non-family units would come under this category eg, singles, elderly people, POSSLQ, divorcees
Arising from factors that are particular to a specific time and place that are independent of consumer and object characteristics
Those settings where the consumer is exposed to either personal or nonpersonal communications.
Those settings in which consumers acquire products and services
Those settings in which consumption occurs
Behaviour can also change depending on the type of consumers for the same situation
For marketers, it is assumed that the no. of customers lost due to unexpected situational influences is offset by the number of customers gained by unexpected situational influences. While this may be true at an overall level, losses and gains could happen at a company/industry level