Socio culture environment - Essay Example

How does Socio culture environment influence the consumer behavior? The consumers’ behavior is to large number of variables and factors thatmust be taken into account while preparing a product or a service. The background of consumers in terms of their social and cultural existence and affiliation plays an important towards the determination of the clients’ behavior. Cultural affiliations, the environmental factors are deterministic of clients’ behaviors. Any product or service that is being launched must be done so with due regard and consideration of the consumers’ background and environmental factors must be taken into accord. This consideration becomes more important and imperative in scenarios where the services and products are being delivered and provided on cross cultural basis (Pride, 2008, 64). With the concept of global businesses and marketing trends in place, the fulfillment of this area and understanding the requirements in terms of socio- cultural consideration becomes a pre requisite. While society in general plays an important role towards the determination of the individuals’ behavior, their buying power, their subsequent decision making and orientation towards a particular product or service and alienation from other are also subject to the influence of cultural existence and background. The human needs are more or less reflected by the kind of society that reside in. many a time, the consumers have to shape their likings according to the needs and standards set forth by a given society (Plummer & Nehring, 2013, 509). In the same context, the producers of a product or service keep this factor in regard and view while manufacturing and providing a given service. A set of trends and inclination towards a particular sporting activity, political scenario, historical background, religious affiliations and connection or any other form of social influence largely determines the mood of society and its individuals towards a given product or service. Using the surrounding and its variables to influence and attract the customers into buying the product and using a particular service makes up for targeting the socio cultural factor. For example a society may be driven by the religious affiliations, in the light of such scenario and such background, using the religious influence to promote the products or services would constitute the targeting of the pulse. Similarly a society and a nation driven by desire and inspiration for the sporting athletes and celebrities, the local media and other advertisement agencies would capitalize on the presence and influence of those super stars and celebrities in order to attract the clients towards their products and services. Social class as an agent of determination of clients behavior: One of the most important and basic variables of socio cultural consideration is the social class. Social class largely influences an individual’s purchase power and orientation towards a product or service. A relatively restricted social outlook may not allow for an outward expanded orientation of making heavy expenditure in terms of products and services so bought. The social class is a major variable that determines the individuals’ pattern of spending and liking of a product or service. A lower middle class individual may only be restricted to buying and using the products that amount to the basic commodities of life. The higher middle class and the individuals belonging to the influential class may easily afford spending on products and services that do not amount to the basic necessities of the daily life. Using branded items, expensive and luxurious products and services make up for the circled segment of the society who can afford things. The social class may further be segmented into the following variables in order to assess the overall behavior. These variables are as following: Level of Education Level of Awareness Wealth possession and social status acquired Type of Occupation Leisure and other spendings. Monthly income is another parameter and variable that often reflects the people’s buying power. Any given organization or enterprise that aims to launch a product or service, must keep in view the annual spending, annual income against the orientation of the individuals. Based on this products are introduced. Rural and Urban influences: The rural and urban part of a give society and country also plays an important role towards the overall aptitude of the consumers towards a particular product or service. The rural parts would most visibly depict a pattern based on the minimum or the basic commodities requirement and subsequent fulfillment of the requirements. The Urban part of society would attract more products and services usage which may also come in the refreshment and entertainment category of products and services (Dogra, 2010, 70). Determining the socio cultural variables and understanding these factors include the study and comprehension of the basic questions of marketing and promotion. These questions include the basic five “Ws”( who, what, where, why and when). These questions must be kept in focus while addressing a given segment of society. Other variables and managerial methods of assessing the socio cultural factors: P.E.S.T: P.E.S.T is a managerial analysis technique used for determining the social, cultural and economic factors that largely influence the mood in the market and the clients inclination towards the given product or service (Henry, 2011, 49). Social variables include the family patterns, the family living styles, the family outlook and other influences upon a given set of people in a particular region and area. P.E.S.T analysis allow for understanding the political and social variables that influence the decisions of individuals in a direct manner. Consumer Behavior Models: Number of models are used in the field of management in order to determine the consumers behavior. Economic Model Psychological Model Sociological Model The sociological model is of importance and under investigation in this paper which aims at determining the influence of the society and other factors associated with the collective activities of a given society (Hisrich, 2000, 120). Taboos within a society play an important role on the minds and behaviors of the buyers. Taboos may come around in the form of all those things that are taken for as negatively in a given society. For example smoking may be deemed as a negatively launched product if it is being sold in the universities and colleges. This would apply to almost all societies. In the Asian societies and more so in the Muslim dominated cultures and societies, the promotion and selling of liquors would be taken for as a tabooed item. Similarly the usage and promotion of the contraceptives may also be termed as a negative item being sold in a given society. In a more educated society, the selling of arms or any other product that is deemed as an entity of creating panic or havoc in a society would be outright rejected by its individuals. therefore the social aspect is of high priority while determining the market influence. Intensive studies and researches are being performed by organizations. Surveys and pre launch research methods are largely in practice which make up for an integral part of the socio cultural domain consideration and fulfillment of the prerequisites that are set forth against this trend (Chopra, 2005, 203). A given brand’s name and its repute also play a role towards the people’s attitude development. This is earned through the consideration of the cultural values, ethos and norms of a given society. Failure to protect and keep regard of a given society’s norms and values leads to alienation of the society and individuals from the given brand. The pattern of social institutions and their influence and control on the individuals also play a role in shaping their behaviors. Therefore the marketing trends must be kept in line with the social institutions and its constrains. References: Chopra, K. R. (2005). Ecosystems and Human Well-Being: Policy Responses: Findings of the Responses Working Group. Island Press Dogra, B. (2010). Rural Marketing. Tata McGraw-Hill Education Henry, A. (2011). Understanding Strategic Management. Oxford University Press Hisrich, R. D. (2000). Marketing. Barrons Educational Series Plummer, K., & Nehring, D. (2013). Sociology: An Introductory Textbook and Reader. Routledge Pride, W. (2008). Marketing. Cengage Learning Read More