Assignment:
Consider the product you are using for your marketing plan. Which of the factors influencing consumer buying behavior best fits your product, and how do the factors drive the consumer's likelihood to purchase? (For insights into this, be sure to read Real Marketing 5.1 and 5.2). Is culture important to your buyer behavior? How about self-concept or lifestyle? Are there psychological motivations? Be specific and give examples supporting your decisions.
BEHAVIOR
• Model of consumer Behavior
• Characteristics Affecting Consumer Behavior
Culture Factors-subculture, social class
Social- Groups and social network, Family, Roles status
Personal- Age and life cycle stage, Occupation, Economic situation, lifestyle, Personality and self-concept
Psychological- Motivation, perception, learning, beliefs and attitudes
• Types of Buying Decision Behavior , The Buyer Decision Process
Writer 1:
My product, "Rebel Yell Southern Brew: Ole' 47", is a crafted India Pale Ale (IPA) brewed and bottled just outside of the Vicksburg Military Park located in Vicksburg, Mississippi. In case you are wondering, the name is in reference to the 47 days that the Confederates were besieged at Vicksburg in the early days of the American Civil War. The intent is that this beer will be very competitive in the craft beer explosion that has been so strong over the past few years. I feel that cultural factors will be the most telling when targeting a market segmentation that will receive the product warmly. Ideally, the target audience would consist of upper middle to upper class beer consumers who enjoy variety as well as quality. Crafted beer is priced significantly higher than the average domestically brewed beers, so lower class consumers would be an unlikely target audience. Additionally, there is a strong crafted beer subculture that has materialized almost overnight due to the recent interest in crafted beers, so these types of groups and organizations would be targeted. I feel that personal factors such as gender and age are also important considerations. I feel that the craft beer industry as a whole generally considers men between the ages of 30 and 55 as the most populous demographic felt to be potential consumers, so obviously marketing campaigns would target these individuals as well.
Writer 2:
The service being marked in my plan this semester is called Everwell Mobile Massage Therapy. The major factors that will influence consumer -buying behavior will be social and personal factors. More in depth, lifestyle will greatly influence buying factors. Massage therapy is a medical practice that most people hear of, understand the benefits, but do not make the effort to implement it into their lives. Some people consider it to be a luxury service but that is because they are uneducated in the true medical help from massage therapy.
The service is to provide massage therapy conveniently and inexpensively to consumers. In a personal way this buying factor will fit into each consumers schedule seamlessly. Stay at home moms are a perfect example of this, because every more could use a 30 minute massage but they need it to not take too much time out of their day. A mobile masseuse would eliminate, driving costs, spa fees, and even baby sitter fees.
The social buying factor fits into the equation of family. For example, my mom has no use of her right side due to strokes and three brain surgeries. And for the past four years she has received in home massage therapy one a week to prevent lactic acid from building up on that side of the body. She can still walk and do normal activities but just imagine how much stress that is on the body to put all the strength on one side. My dad is concerned so family social factors drive his buying of the service.