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Factors influencing consumer behaviour (Consumer diversity (Sexual…
Factors influencing consumer behaviour
Social
Special
Opinion leaders = acts as an information broker between the mass media and the opinions and behaviours of an individual or group
Part of gatekeepers - people who have a special influence or power in deciding whether a product or information will be disseminated to a market
Characteristics: learn a lot about products, heavy users of mass media, innovators, involved in product, willing to share information, not necessarily well known
Market maven = seems to have a lot of information about the marketplace in general and thus many people rely on them
Reference
A set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge, and/or behaviours
Associative = group to which we currently belong - brand community
Dissociative = a group we do not want to emulate
Aspirational = a group that we admire and desire to be like but are not currently a member of
Characteristics: homophily, group attractiveness, density, degree of identification, tie-strength
General
Marketing sources = influence delivered from a marketing agent
Non-marketing sources = influenced delivered from an entity outside a marketing organisation
Normative influence = social pressure designed to encourage conformity to the expectations to others
Informational influence = the extent to which sources influence consumers simply by providing information
Households = a single person living alone or a group of individuals who live together in a common dwelling, regardless of whether they are related
Decision roles
Decider = determine which product or service will be chosen
Buyer = purchase or acquire the product or service
Influencer = try to express their opinions and influence the decision
User = consume the product
Gatekeeper = collect and control information important to the decision
Changing trends in household structure
Dual-career families
Divorce
Delayed marriage and co-habitation
Smaller families
Same-sex and transgender
Social class = identifiable groups of individuals whose behaviours and lifestyles differ from those of members of the other classes
Determinants: income, social class, occupation, education, residence, family background, interactions, etc
Upward mobility (raising one's status level), downward mobility (losing one's social standing), social class fragmentation (disappearance of class distinctions)
Over/under privileged, class average
Conspicuous consumption: acquisition and display of goods or services to show off one's status. Voluntary simplicity: limiting acquisition and consumption to live a less material life
Consumer diversity
Sexual orientation
Regional influences
Gender
Ethnic influences
Age
Religious influences
Psychographics
Personality
Trait theory = personality is composed of characteristics that describe and differentiate individuals
Lifestyles
Opinions
Interests
Activities
Values
Domain specific values = values applied only to particular area of activities
Global values = strongly held and abstract values. terminal values = highly desired end states. instrumental values = values needed to achieve the desired end states