Case Study Question Table of Contents Question 1 3 Social Influencing Factors 3 Reference Groups 3 Family 5 Social Class 6 Question 2 7 Marketing Mix 7 Product 9 Price 10 Place 10 Promotion 11 References 13 Bibliography 15 Question 1 Social Influencing Factors In a modern day phenomenon, the purchase decisions of the consumers are not believed to be made spontaneously by them without any influence from external factors…
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The element of social grouping is known to encompass small groups, economic status and social roles. A few of such kinds of groups are deemed to pose a direct form of manipulation or control over a particular individual. For instance, reference groups are considered to act as direct as well as indirect kinds of assessment or orientation in developing an individual’s beliefs or approaches which in turn deliberately influences the purchase decisions considered by those people (Te’eni-Harari, 2010; Armstrong & et. al., 2005). Reference Groups From a theoretical perspective, groups are found to exert influence on various individuals and are generally regarded as reference groups. Individuals are known to make use of pertinent groups for the purpose of a specification either as an indication or an orientation in opposition to which the individual is evaluated. The degree of manipulation with regard to the reference groups posed on the behaviour of the individuals is known to be frequently made apparent in relation to the kinds of products as well as brands bought by individuals. Consumer behaviour is considered to be the reflection of the sum of consumer’s decisions concerning purchase, utilisation and disposition of products or services over time. The pattern of purchasing behaviour denotes more than just the method of how an individual decides upon consuming tangible products. It also includes other aspects such as obtaining ideas or opinions from friends concerning the use of services (Arnould & et. al., 2004). It is in this regard that referents who are known to possess higher extent of authority, for instance those with assumed proficiency, are expected to often act as influences on the basis of information sources for hesitant or ignorant consumers (Eszter, 2008). Conversely, the utilitarian form of influence is supposed to get replicated in the requirement for psychological associations in terms of the specified reference group. It has been further mentioned in this regard that the utilitarian related influence tend to stand for the idea with regard to normative influences. For instance, teachers, peers and parents are considered to be the normative referents offering prospective consumers approaches, customs and values with the help of a direct form of interaction (Childers & Rao, 1992). The behavioural pattern of the consumers is known to relate to the process of understanding the purchase related decision-making by the consumers (Kotler, 2003). With regard to the above mentioned context it can be understood that the aspect of the buying related pattern of the consumers is also explained to be the familiarity of the groups, individuals or organisations along with the procedures that are implemented for the purpose of choosing, protecting, utilising and disposing of the selected services, ideas, products and experiences in order to satisfy the requirements as well as the influences of the mentioned procedures posed to the society overall as well as the consumers. Thus, it can be conclusively identified from the stated explanation that a particular behaviour is triggered for a specific individual or with respect to a definite group owing to which it can be discerned that social aspect is amongst the factors that tend to greatly affect the purchase
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