...Group Influence On Consumer Behaviour * INTRODUCTION Each consumer is a member of a culture, various subcultures, and a social class; most of us belong to a number of different groups and almost would like to belong to several others. A group is defined as two or more individuals who share a set of norms, values, or beliefs and interact to accomplish individual or mutual goals. A group becomes a reference group when an individual identifies with it so much that he or she takes on many of the value, attitudes or personal standards of group members. The degree of reference group influence varies across product and brands with factors such as (1) the visibility to the group, (2) the necessity/non-necessity nature of the product, (3) the level of commitment the individual feels to a group, (4) the relevance of the behavior to the group, and (5) degree of individual’s confidence in his own judgment in the purchase situation. * DESCRIPTION The majority of people belong to more different groups at the same time and frequently they want to be included in other groups as well, but in a specific situation they report themselves to a single group. When a new situation appears or the conditions change, the individuals may report themselves to the rules of another group which becomes the reference group for the given situation. Most people prefer to adapt, more or less, to the group's rules, from politeness or the desire to not be left aside. The norms are the general...
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...Svedberg & Svensson (2014); Eat the food, drink the booze and settle the deal! Bachelor Thesis Eat the food, drink the booze and settle the deal! A study of intercultural differences in China from a Swedish B2B perspective Authors: Nathalie Svedberg Tim Svensson Subject: Bachelor thesis Business administration Supervisor: Examiner: Level: Richard Owusu Soniya Billore Bachelor degree 27th May, 2014 1 Course code: 2FE50E Date: Svedberg & Svensson (2014); Eat the food, drink the booze and settle the deal! Abstract Background: China is today regarded as Sweden’s most important business partner in Asia. Even if there are cultural differences between Sweden and China the intercultural distance has successively decreased. One of the reasons is the globalisation. Another reason is the consecutive development of Swedish-Chinese relations. The interpretation from common understanding has increased the level of trade between the nations. There is an on-going development of business co-operation between Sweden and China. The Purpose: This Bachelor Thesis will examine the differences between the SwedishChinese business culture and how the cultural differences affect the Swedish B2B in China. The purpose is formulated by the basis of our main research questions; “How do Swedish B2B companies perceive the cultural differences between the Swedish and Chinese way of doing business?“ and “how do Swedish companies operating in China deal with business cultural...
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...INTRODUCTION Each consumer is a member of a culture, various subcultures, and a social class; most of us belong to a number of different groups and almost would like to belong to several others. A group is defined as two or more individuals who share a set of norms, values, or beliefs and interact to accomplish individual or mutual goals. A group becomes a reference group when an individual identifies with it so much that he or she takes on many of the value, attitudes or personal standards of group members. The degree of reference group influence varies across product and brands with factors such as (1) the visibility to the group, (2) the necessity/non-necessity nature of the product, (3) the level of commitment the individual feels to a group, (4) the relevance of the behavior to the group, and (5) degree of individual’s confidence in his own judgment in the purchase situation. DESCRIPTION The majority of people belong to more different groups at the same time and frequently they want to be included in other groups as well, but in a specific situation they report themselves to a single group. When a new situation appears or the conditions change, the individuals may report themselves to the rules of another group which becomes the reference group for the given situation. Most people prefer to adapt, more or less, to the group's rules, from politeness or the desire to not be left aside. The norms are the general, common expectations of behavior that are considered appropriate...
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...Theory This chapter presents the theories behind consumer behaviour. It will also discuss online consumer behaviour in order to continue with the identification of the influencing factors. The theories of consumer behaviour will be used in order to be able to find consumer segments that will show whom the identified factors affect. 3.1 Introduction This dissertation aims at finding factors that affect the online consumer’s buying behaviour. By reading literature concerning consumer characteristics and online consumer characteristics we believe to find implications for certain factors that are of importance for the online consumer. The Internet is a worldwide accessible series of computer networks that transmit data by packet switching using the standard Internet Protocol. It is a "network of networks" that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail, file transfer, the interlinked Web pages and other documents of the World Wide Web. Originally the Internet was mainly used by academics, research scientists and students; however that scenario has changed as commercial organizations have moved to incorporate the World Wide Web into their promotional campaigns, and by offering the facility of online purchasing (Jobber & Fahy, 2003). The Internet has evolved into a worldwide accessible marketplace for information exchange and e-commerce. The strategic...
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...Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models...............................................2 1.1 Consumer behaviour & consumer decision making ............................................2 1.2 Theoretical approaches to the study of consumer behaviour..............................3 1.3 Economic Man .....................................................................................................4 1.4 Psychodynamic Approach ...................................................................................4 1.5 Behaviourist Approach ........................................................................................5 1.6 Cognitive Approach .............................................................................................6 1.6.1 Cognitive Models of Consumer Behaviour ..................................................9 1.6.1.1 Analytic Cognitive Models ..................................................................10 1.6.1.2. Prescriptive Cognitive Models............................................................20 1.7 Humanistic Approach ........................................................................................25 1.7.1 Humanistic Models of Consumer Behaviour..............................................25 1.9 Summary ............................................................................................................28 References..................................
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...Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models...............................................2 1.1 Consumer behaviour & consumer decision making ............................................2 1.2 Theoretical approaches to the study of consumer behaviour..............................3 1.3 Economic Man .....................................................................................................4 1.4 Psychodynamic Approach ...................................................................................4 1.5 Behaviourist Approach ........................................................................................5 1.6 Cognitive Approach .............................................................................................6 1.6.1 Cognitive Models of Consumer Behaviour ..................................................9 1.6.1.1 Analytic Cognitive Models ..................................................................10 1.6.1.2. Prescriptive Cognitive Models............................................................20 1.7 Humanistic Approach ........................................................................................25 1.7.1 Humanistic Models of Consumer Behaviour..............................................25 1.9 Summary ............................................................................................................28 References.................
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...CHAPTER I1 TEXTILE INDUSTRY AND CONSUMER BEHAVIOUR In an environment of competitive market, the success of every industry largely depends on how precisely it can understand the target consumers. Because, such an understanding is the sole means to translate the needs and wants of the prospective consumers into products or services. Regarding textiles, understanding consumer is the nucleus of its production and marketing, as clothing is the manifestation of the behavioural aspects of the wearer in its totality. To make it more clear, the decision regarding buying and using textiles is the reflection of the rational behaviour of consumers. The amazing and amusing aspect of the rational behaviour is its 'dynamism' which is conspicuous because of its magnitude. It is worth noting here the opinion of Michael De Montaigne 'There never were in the world two opinions alike, no more than two hairs or two grains: the most universal quality is diversityl(Montaigne, Michael De, 1915). The dynamism of rational behaviour postulates the,formulation and the reformulation of approach, outlook or perception in resdLct of every sphere of human activity including consumption. A sagacious marketer, therefore, has to convince himself that his products / services and sti,ategies are in line with the dynamic marketing environment. 'Marketing is the 'whole business' from the viewpoint of its final result, that is, from the consumer - point- of- view' (Drucker, P.F. 1973). Unless a deliberate ...
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...products, consumers seek sources that are not owned or sponsored by media such as ‘word of mouth’. Sources of word of mouth includes friends and family, clubs, online forums and neighbours. Online sources such as Facebook, Twitter and Instagram provide a platform for user to discuss, tag people and share their experiences and opinions about products. Such reference groups help marketers to manage feedback and address issues promptly. Though, social media feedback poses a lot of challenges for marketers since they have to be very vigilant and tactful in handling online feedback, if positive, it also has the potential to create a strong brand name. Customer concerns...
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...Research Report Consumer Behaviour Naveed Mohammed 300765975 Prof. James Quance Business Communications 2 BUSN 733 13 Nov ‘13 ------------------------------------------------- Executive Summary This report discusses consumer behaviour in detail. Consumer behaviour refers to the buying behaviour of individuals and households that buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. Consumers around the world vary tremendously in age, income, education level and tastes. They also buy an incredible variety of goods and services making both simple and complex purchase decisions every day. The Cultural, Social, Personal and Psychological factors that affect consumer behaviour are discussed in detail. The consumer decision process which consists of Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Behaviour are then studied. A Consumer Analysis follows where questions like “Who buys and uses the product?”, “What consumers buy and how they use it?” and “Why consumers prefer a product?” are answered. A brief conclusion wraps up the report which states how Marketers study consumer behaviour to find answer to most questions that help them design marketing strategies to reach consumers more effectively and build long lasting relationships. Table of Contents Introduction | | 1 | Factors influencing Consumer Behaviour | | 1 | | Cultural...
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...Consumer Behaviour – MKT 510 Consumer Behaviour – MKT 510 Vishal Saraiya - 11509973 Assessment 1: - Case: Struggling to make the best buy. Lecturer: Deborah D’Cruz Date: - 9th December, 2013 Vishal Saraiya - 11509973 Assessment 1: - Case: Struggling to make the best buy. Lecturer: Deborah D’Cruz Date: - 9th December, 2013 Table of Contents 1. Introduction 2 2. Definition of Situational Influences 3 2.a Physical Surroundings 4 2.B Social Surroundings 4 3. Identification of Situational Influences 5 3.A Social Surroundings 5 3.B Temporal Surroundings 5 3.C Task Definition 6 4. Application of Situational Influence 7 5. Conclusion 8 6. References 9 1. Introduction This report is going to discuss and evaluate the importance of the situational influence and focus on the case provided towards a Kate’s struggling to best buy, where her boyfriend’s birthday was fast approaching and what all factors affected in making the decision. This report will firstly research and discuss in detail about the situational influences which affects consumer decision to purchase a product or service. Under which it will focus on two key influences and substantiate on these concepts. Secondly, it will identify and briefly describe three particular situational influences as evident from the given case study affecting Kate’s purchase decision. Thirdly, it will discuss how a marketer might be able to utilise “situation” to market a specific...
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...Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models...............................................2 1.1 Consumer behaviour & consumer decision making ............................................2 1.2 Theoretical approaches to the study of consumer behaviour..............................3 1.3 Economic Man .....................................................................................................4 1.4 Psychodynamic Approach ...................................................................................4 1.5 Behaviourist Approach ........................................................................................5 1.6 Cognitive Approach .............................................................................................6 1.6.1 Cognitive Models of Consumer Behaviour ..................................................9 1.6.1.1 Analytic Cognitive Models ..................................................................10 1.6.1.2. Prescriptive Cognitive Models............................................................20 1.7 Humanistic Approach ........................................................................................25 1.7.1 Humanistic Models of Consumer Behaviour..............................................25 1.9 Summary ............................................................................................................28 References..............................
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...MKT2CBE Consumer Behaviour Week 2 Chapter 2, Value and the Consumer Behaviour Value Framework Learning Outcome 1: Describe the consumer value framework, including its basic components CVF: Identifies variables that influence the consumer both internal and external whilst also looking at the process of turning a need into a want into the acquisition of a product; then having the product do something for them (creating value) be it hedonic or utilitarian. Internal Influences: Learning, Perception, Memory, Attitude, Categorisation (cool, uncool) Personality of Consumer: Motivation, Personal Values, Lifestyle, Emotional Expressiveness (Assignment) Consumption Process: Needs, Wants, Exchange, Costs/Benefits, Reactions Value: Utilitarian/Hedonic Relationship Quality External Influences Situational Influencers Affect: feelings Consumer research: defining, establishing and testing individual differences in order to divide market External Influences: interpersonal, social environment (workmates/housemates/family) Situational Influences: time of day Learning Outcome 2: Define consumer value and compare and contrast two key types of value Value: What you get – What you give up eg. 7/11 convenience of opening 24/7 allows the company to introduce a higher premium Utilitarian: utility aspect (product, functionally, does something for you) Hedonic: facebook updates on your phone Learning Outcome 3: Apply the concepts of marketing strategy and...
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...object. As a consumer, we have a wide range of products and services to choose from and we tend to form attitudes towards each products while making decisions, for example when we are being questioned whether we like or dislike the specific product in a survey. At that moment, we are being asked to express our point of view on the certain product or service. As the way consumers feel about the brand reflects their attitudes towards that brand. Consumer’s attitudes towards a certain product is crucial for any marketers as it determines how well their products or services perform in the specific market. From that, marketers will know how to tailor their products to meet each individual’s unique requirement. There are two types of attitudes, positive attitude and negative attitude. When a consumer have a positive attitude towards a product, he or she will spread positive word of mouth to others, this can boost up the company’s image, however, negative attitudes towards the product may have a big impact on both reputation and sales of the company. This essay will outline how consumer attitudes are formed and affect the behavior of consumers. Next, the difference in behavior and attitudes on product choice and purchase when consumers are rational or irrational decision makers will be discussed, Lastly, the ways marketers used to change consumers ‘attitudes and behavior when they are rational or irrational will be included as well. Content Different types of consumers have different...
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...FACTORS INFLUENCING CONSUMER PURCHASE INTENTION OF DIETARY SUPPLEMENT PRODUCTS IN PENANG ISLAND OOI SAY KEAT Research report in partial fulfilment of the requirements for the degree of Master of Business Administration 2009 ACKNOWLEDGEMENT I am grateful. First of all, I would like to express my gratitude to Graduate School of Business, Universiti Sains Malaysia for giving me the opportunity to accomplish this Master of Business Administration course. It has been a pleasant and remarkable experience in my life. My deepest appreciation goes to my supervisor, Dr. Azizah Omar on her unlimited guidance, encouragement and support in steering me through this research. Without her valuable advice and assistance, I may not materialize and complete this research timely. I am also grateful to Mr. Shahidan, for his advice at the early stage of this research. I would like to extend my sincere appreciation to my course mates for their constructive comments and criticisms, which helped me get to where I am. Not forgetting also, my heartfelt gratitude to my colleagues for their generous time to provide insightful comments. Support from you all has not gone unnoticed. Last but not least, I would like to express my gratitude to my parents, family members and friends for their support and understanding throughout my post graduate study. Their unconditional love, patience and encouragement have made this research and my MBA course possible. Thank you so much...
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...People need foods, air, water clothing, shelter to survive and people also have strong needs for recreation, education and entertainment. 1.2 Wants Wants that defined as the human needs that shaped by culture, individual personality and the demand to have something, which are products and services. According to Boyd, Walker and Larreche (1998) wants reflect a person’s desires and preferences for specific ways of satisfying a basic needs. For example, a company needs office space and its top executives want an office at a prestigious address in midtown Manhattan (Boyd,Walker and Larreche 1998). 2.0 Decision-Making Process / Buyer Behaviour 2.1 Decision-Making Process Decision-making process is process that made by the consumer before the purchase of a product. The following is the five-stage model of decision-making processes made by the consumer: Source: (Brassington and Pettitt, 2007, Essentials of Marketing, 2nd edn, p.70)...
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