IN WHICH STAGE OF THE CONSUMER BUYING DECISION PROCESS ARE EACH OF THE FOLLOWING PEOPLE?
A recent college graduate reads Consumer Reports to compare automobile ratings.
On the first day of class, a student finds out that a programmable calculator is needed for the course, but she doesn’t own one.
After purchasing an evening gown, a woman decides that it is not quite appropriate for her special occasion.
A car buyer gets a loan to purchase a new car.
A teenager compares numerous MP3 players and narrows the choice down to two players.
While on the way to work, a person’s automobile stalls and will not start again.
At an open-house party, a guest realizes that the host already owns the gift he plans to give.
A person receives a sample package of laundry detergent in the mail and uses it to wash a load of clothes.
IMAGINE THAT YOU ARE GOING OUT TONIGHT. HOW WILL EACH OF THE FOLLOWING SOCIAL INFLUENCES DETERMINE WHAT YOU WEAR, WHERE YOU GO, WHAT YOU DO, AND WHAT YOU WILL BUY OR CONSUME?
Your role as a student,
family member,
employee,
church member,
fraternity or sorority member,
Identification with a positive reference group,
Disassociation from a negative reference group,
Membership within a particular social class,
Aspirations to be in a different social class,
Cultural values that accept or reject certain types of behavior,
Gender roles: expectations of how men and women should act,
Membership in a subculture based on geography, age, or ethnic background,
Knowing how these factors affect your consumption behavior, how can marketers adjust their marketing mixes to meet your needs?