...Consumer Behavior Social Power Social Power There have been various studies conducted on the influences groups and individuals can have on someone. This ability, by groups or individuals, to alter the actions of others is called Social Power. As it relates to consumer behavior, the influence associated with social power can have a huge impact on the types of products consumer purchase, the activities completed, and the attributes expressed by the consumer. There are 5 different categories of social power that represent the different was groups or individuals can influence people including referent power, legitimate power, expert power, reward power, and coercive power. These different power bases can exert their influence both intentionally and unintentionally over others. The study of social power is important because the better you understand how groups and individuals affect each other; the better you understand how these influences have shaped our consumer behavior. Referent Power The first, and arguably, most important way of influencing people with social power, is referent power. Referent power is when a consumer likes the qualities of a group or individual and mimics their behavior to better identify with that group or person. Referent power can influence consumers both intentionally and unintentionally. An intentional way of using referent power to influence a consumer would be for a company to employ a sports celebrity to advertise products...
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...European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.3 www.iiste.org Effective advertising and its influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to...
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...| | |Consumer Psychology and Research | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Bagozzi, R. P., Gurhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behaviour. Philadelphia, PA: Pearson. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle...
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...Intro Many factors go into the process a consumer has to deal with when negotiating through the process of buying goods and services. There are psychological and social processes that may have an influence consumer behavior. Some of those influences come from the process developed by the marketing communications. There is also a relationship between the consumer traits and their purchasing behaviors that will be evaluated in this paper. Culture also is important to consumer behavior and can affect regional and social needs. Finally, consumers are analytical and can interpret marketing messages to benefit their needs. All these points will be evaluated and explored in this paper on consumer traits and behaviors. Psychological and Social Processes that Influence Consumer Behavior Consumers are driven by the desire to satisfy needs when they decide to make a purchase. Many of these needs are considered to be our Innate or primary needs. These needs are the physiological needs that we, as humans, require to help keep us alive, things such as food, air, water, shelter and sex. The satisfying of these physical needs are only a part, although a major one, of what drives us to buy the things we need. The problem with humans is that we are not completely satisfied with meeting our physical needs, but we also have to satisfy our Acquired needs or secondary needs. Just like the satisfaction of our innate needs helps us to feel good about our physical self. The...
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...Understanding Social and Cultural settings and their influences on consumer behavior is the very basis of traits and concepts for marketing and advertising. We define culture as the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. Culture is a powerful force in normalizing human behavior. For example, member of the same culture have the same language and share the same values. Almost all aspects of life are affected by cultural values, idiosyncratic values unique with individuals is also an element of culture. Some cultures have a general trait of caution when considering a new practice and product. Consumers from cultural backgrounds are more likely to rely on conventional values, which means, they learn through observation rather than immediately purchasing new or innovative products. There is hardly any aspect of life that does not emulate some cultural or social trait (Nayeem, T, 2012). Subcultural divisions and groupings contain various collections of individuals; examples of these grouping are families, work groups, shopping groups, friendship groups. Culture is believed by marketing researchers as an important underlying factor of consumer behavior. Cross-cultural researchers recognize that culture is one of the most influential determinants of consumer behavior. Supranational is subjective cultural differences cross national boundaries and may be present in more than one country...
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...Advertisement on Consumer Buying Behavior Introduction As being incorporated or associated with the marketing process, advertising finds its position in every organization. Advertising can be defined as another strategy as an approach towards competitive advantage. Various advertising concepts are in the stream of the media and papers but still there is a little evidence that advertising can significantly help the organization boosts its performance. In terms of sales, it is true that the application of the marketing and its associate strategies can gain the consumers’ trust and loyalty, and in return, can enjoy the benefits of the market share. Background of the Study Many businesses explore various options in order to achieve the success. From the traditional research and development, to the training of the people, and the intervention of the various technologies, there is no doubt that organizations are trying make a difference against the other. Obviously, the organizations’ actions towards the threats and challenges in globalization enable the propellers and the people to work to meet their corporate objectives and long-term goal. However, the simple marketing concept is viewed by the business analysts as an effective strategy if the organization is planning to gather and/or keep the loyalty of the consumer. The use of the advertising within an organization is interestingly growing and various researches value its importance as an important factor that can influence the buying...
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...Consumer Traits and Behaviors Paper and Presentation References September 16, 2013 PSY 322 Professor Susan Rusnak Exploring the Trait of Competitiveness and Its Consumer Behavior Consequences Competition is a major issue here within society of the United States and so in this capitalistic system, there is a steady competition in a capitalistic system competing against each other in a free market. In a legal system, plaintiffs and defendants constantly compete against each other to win the verdicts of juries and judges. Competition occurs within consumer behavior. People are so competitive when it comes to sports and games, they even have food competitions. Competitiveness can lead to strange behaviors. Trait of competitiveness can lead to strange behaviors and has also been recognized as “the enjoyment of interpersonal competition and the desire to win and be better than others” (Spence & Helmreich, 1983, p.41). Background theory four levels are labeled elemental traits, compound traits, situational traits, and surface traits. Elemental Traits are the basic and enduring cross-situational predispositions. Five of the eight elemental traits are openness to experience, conscientiousness, extroversion (measured as introversion), agreeableness, and emotional instability. If you are using the evolutionary perspective, three additional elemental traits are proposed: the need for body resources, material resources, and arousal. The eight elemental traits in a series...
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...PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone. Consumer Behavior Consumer...
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...AFFECTING CONSUMER BUYING BEHAVIOR. OVERVIEW The discussion in this part focuses on the critical literature review on the study of the factors affecting consumer buying behavior. Matters addressed in this discussion are, introduction on the relevant terms, significance of the consumer buying behavior to performance of business, theoretical and empirical literature reviews on the study as well as the conclusion which contains what has not been done by other researchers. INTRODUCTION Consumer Buying Behavior is the tendency of consumers to buy products from a company. It determines the various factors that influence a consumer to make a decision of buying the company’s products. Buyer Behavior is a process, which through inputs and their use though process and actions leads to satisfaction of needs and wants Consumer buying behavior has numerous factors as a part of it which are believed to have some level of effect on the purchasing decisions of the customers It is worth noting that consumer buying behavior is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions. We study consumer buying behavior because;...
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...Many factors play into the consumer behavior of the consumer. Successful marketers take into consideration the beliefs and culture of the buyer, as well as the family situation and even the psychological outlook of the purchase. Reference group is a group who’s perspective and individual takes on in forming values, beliefs, attitudes, opinions, and overt behaviors (pg.499). Reference groups can influence an individual’s cognitions, affective responses, and behaviors. As a consumer, your decision to purchase and use certain products, is influenced not only psychological factors, your personality and life-style, but also by the people around you with whom you interact and the various social groups to which you belong. The groups with whom you interact directly or indirectly influence your purchase decision and thus their study is of great importance to marketer to understand. Primary and secondary reference groups is one with which an individual interacts on a regular basis and whose opinion is of importance to him such as, family, neighbors, friends, colleagues and co-workers. Secondary reference groups are those with which an individual interacts only occasionally and does not consider their opinion very influential. Formal and informal reference groups are groups such as labor unions, social clubs, and societies are types of formal reference groups to which individuals may belong (pg 500-501). A formal reference groups has a highly defined structure, specific roles and authority...
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...entire process of customer purchasing behavior to the outcomes of the shopping experience. This study paper seeks to explore customer shopping behavior in relation to the various factors affecting the shopping process. In this discussion, the paper provides detailed information on the shoppers’ behavior with a major emphasis on Britomart stores. The paper will relate different aspects of the Britomart stores from designs, merchandise, service, and other physical attributes which influence customer shopping behavior. Customer shopping behavior is a long process which starts from the point the customers chooses to shop to the moment they acquire the goods and services. For instance, customer service in retailing profoundly influences the shoppers’ behavior. Customer service can be the differentiation between similar offerings and incompetent customer service can kill a relationship. In this understanding, exceptional customer service can save a relationship and establish a long term profitable one. The following section will provide a detailed explanation and description of Britomart stores, which the paper majorly has focused. Description-Britomart Stores Shopping at Britomart stores offers the customer a wide range of products and services in the fashion industry. Britomart store is a large shopping ground, which allows their customers to move around freely and explore the items displayed in the different sections of the business. Britomart stores are neither malls nor...
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...1. Bush, V. D., Bush, A. J., Clark, P., & Bush, R. P. (2005). Girl power and word-of-mouth behavior in the flourishing sports market. Journal of consumer Marketing, 22(5), 257-264. • Purpose of the study See how word of mouth affects sports market in women • Methodology adopted Media habits of 118 girls used to generate result using theory of consumer socialization • Findings Hypothesis were found true and females are influenced significantly by WOM • Managerial implications This study is limited to USA, other parts give a unexplored market • Conclusion WOM is a good influencer for teen girls in the US region w.r.t. sports market 2. Dix, S., Phau, I., & Pougnet, S. (2010). “Bend it like Beckham”: the influence of sports celebrities on young...
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...now restructuring and renaming their marketing research and information functions. They are creating “customer insights teams,” headed by a vice president of customer insights and made up of representatives from all of the firm’s functional areas. For example, the head of marketing research at Kraft Foods is called the director of consumer insights and strategy. Customer insights groups collect customer and market information from a wide variety of sources—ranging from traditional marketing research studies to mingling with and observing consumers to monitoring consumer online conversations about the company and its products. Then, they use the marketing information to develop important customer insights from which the company can create more value for its customers. 2. Discuss the sources of internal data and the advantages and disadvantages associated with this data. Internal databases are electronic collections of consumer and market information obtained from data sources within the company network. Information can come from many sources. For example, information on customer transactions, demographics, psychographics, and buying behavior can come from the marketing department. The customer service department can provide information on customer satisfaction or service problems. The accounting department can provide financial data. Operations reports on production schedules, shipments, and inventories. The sales force can provide information on resellers and competitors...
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...Environmental and Consumer Influences Paper A product that I am familiar with is the Apple Iphone. I will go over and analyze the factors that affect consumers purchasing decisions when it comes to considering to buy and actually purchasing the Apple Iphone. When it comes to consumers they just do not make decisions when it comes to purchasing a certain product or service. There are many internal and external factors that lead them to purchase something for a specific business or company. This paper will go over some of those internal and external factors that influences consumers desire to purchase certain products or services over others. When people Purchase and Apple Iphone many psychological and social factors come into play that leads up to a consumer choosing the Apple Iphone over another phone within another company. A consumer has motives when buying a certain product or service; they want a product that can live up to the name and reputation of selling and providing the consumer a high quality product. The consumer wants to achieve a certain outcome. If their motives are to purchase an Apple Iphone then they will not likely stop until they achieve that goal. Another factor is the personality of the consumer. This is usually made up of how the consumer interacts with others. Consumers have their own ways of thinking which may not be the same way of thinking others in their circle may or may not have regarding something. Reference groups are groups of people that...
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...: Marketing and firm value Subject Area : Marketing corporate social responsibility and market value Study Program: International Business 1 Abstract Corporate social responsibility is profitable for a company, but only when the following requirements are met. First the CSR strategy has to be properly motivated, thus the goal of the CSR should not be profit generation. Second the level of trust of customers should be high enough so that customers will not respond skeptical to the CSR strategy. Third the company should be innovative and not be exposed to too much risk. If these requirements are met it is necessary to choose a CSR strategy that fits the brand and to use the right communication strategy. Only then will market value rise as a result of the higher level of customer satisfaction CSR creates. 2 Table of content Chapter 1: Research proposal 1.1 The problem background 1.2 The problem statement 1.3 Research questions 1.4 Academic relevance 1.5 Managerial relevance 1.6 Overview of the rest of the chapters Chapter 2: Corporate social responsibility from the consumer perspective 2.1 Introduction 2.2 CSR and customers Chapter 3: Consumer reactions and attitudes towards trust, communication strategy and fit 3.1 Introduction 3.2 Fit between CSR and brand 3.3 Communication strategy 3.4 Consumer trust and CSR 3.5 Cross-influences Chapter 4: Customer satisfaction 4.1 Introduction 4.2 The direct effect of communication strategy on customer satisfaction 4.3 The indirect...
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