How Consumers Make Choices - External Factors |
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One reason people consume is to meet their self-imposed "needs". Another is to find solutions to problems they either have or think they have.
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External Factors Influencing Consumption |
There are at least six major external factors influencing what you consume:
1) The general culture
2) Your bounded culture
3) Your economic class
4) Your social group
5) Your reference group
6) Your family and friends
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4) Your Social Group
Social groups tend to share the same class characteristics, but they live in similar geographic settings. Since we tend to socialize with people like ourselves, they also tend to share similar physical attributes.
Because of the additional impact of personal influence, social groups tend to be a more powerful influence than economic class.
For example, the spending habits of pre-teen girls cross class boundaries.
These patterns can often merge into a single influence. For example, a bounded culture that shares class characteristics and is also a social group can have a powerful impact on people. This helps explain the power of gangs or cliques or peer pressure.
The appeal of bounded cultures is so great that mainstream marketers are using bounded culture images and themes in their ads.
"Convinced that these open-minded young men hold the secrets of tomorrow's consumer trends, the advertising giant Euro RSCG, with 233 offices worldwide, wanted to better understand their buying habits. So in a private room at the Manhattan restaurant Eleven Madison Park recently, Mr. Martinson answered the marketers' questions and schmoozed with 11 like - minded straight guys who were into Diesel jeans, interior design, yoga and Mini Coopers, and who would never think of ordering a vodka tonic without specifying Grey Goose or Ketel One."
Click here to read "Metrosexuals Come Out"
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5) Reference Groups
Groups of people with shared interests. These common interests drive the group dynamics, not class or social relationships.
Fellow students would be an example. Trekkies are another. Your friends are also good reference groups.
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The ad below celebrates one of the most common reference groups - sports fans.
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"A middle-aged father of two teens himself, Lawson spent a good deal of time poring over data about how best to reach youth like Adams. He knew what buzzer Mike Ziemer, 20, so clearly articulates: 'Kids don't buy stuff because they see a magazine ad. They buy stuff because other
kids tell them to.'"
Click here to read "The MySpace Generation"
This article was written in 2005 and, as you know, MySpace has been abandoned by almost everyone except bands and behind the times companies. However, the attitudes of the youth portrayed in the article are the same across all social media platforms. |
6) Family and Friends
Family would be relations and living together.
Friends would include reference groups and peers.
80% of sons vote like their fathers. The majority of women in their 20's purchase the same feminine products as their mother.
Because of the force of interpersonal relationships, "word of mouth" is highly persuasive. |
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How Consumers Make Choices - External Factors |
Page 2 of 2 |
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Go on to Part 4 - How Consumers Make Choices - Internal Factors
Go back to Part 2 - Developing a Consumer Culture |
This is an official FGCU web page. Revised 01/01/2011
©2011, Terry Dugas
All media, Copyright, respective owners. Media used within copyright Fair Use guidelines as outlined by the University of Texas, Stanford University, and others.
Florida Gulf Coast University is an equal opportunity/affirmative action institution.
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