CB475 UNIT 5 IP

1

CONSUMER BEHAVIOR ON PERSONAL PROFILE 2

Jacob Hurst

CTU

Professor Harris

CB475

2/1/21

Consumer Behavior on Personal Profile

Cultural and societal influence

A variety of choices are available that make the purchasing process complicated. Many factors influence the individual purchasing process as a consumer. For instant, personal traits, psychological aspects, social and cultural factors play a vital role in influence (Sethi, & Chawla, 2014). It is essential to understand the effect of social and cultural factors on individual purchase behavior. As a consumer, societal and cultural factors have a significant impact on my buying behavior.

Family is a significant part of the societal influence of personal buying behavior. It has a vital role as a husband and to my children. Moreover, reference groups, immediate friends, relatives, my role in society, and social status adds up in the social influence of buying (Dean, 2010). Consequently, my buying attitude as a societal influence is value-expressive. As a Caucasian male with a family, I will commonly buy special household items instead of getting self-fulfilling products, for instance, a fishing rod. Additionally, college status can relate to buying of house bookshelf or and stationery that relates to my college studies for reminders. Hence societal factors such as family and study levels affect valuable expression on buying.

I play different roles in life. Each of the parts consists of activities and attitudes that perform regarding the individual self. My social status reflects the self-position in groups based on wealth, education, and occupation. The position is vital and individual's admirer others. The quality is acquired through success in life and born in wealth. My product and brand choice reflect my societal role and status.

Moreover, cultural factors have a significant influence on my buying behavior. The cultural factors are the set of values and ideology of the Caucasian community and individuals. Whatever I see from my childhood, including my habits, belief, and principles, developed in me. As a result of my fishing hobby and working a lot, I have developed a buying behavior of spending mostly on fishing equipment and work-related items. The buying has satisfied my ego-defensive attitude of buying. Besides, buying movie-related items such as move drives provides an essence of the practical perspective. Cultural and societal factors have affected consumer behavior; thus, there is a shift of producer's attention from production to consumers.

Influence of personal communication style

Personality differentiates an individual from others—for instance, the change in personal characters such as self-confidence, flexibility, friendliness, and supremacy. Personal communication determines how individuals see themselves and the surrounding including how others see us. People around us shape our personality. The totality of my thoughts and feelings relating to self as an object influence buying behavior. In other words, it is the self-image formed through attitude and belief.

Brands have advanced an appearance and personality, which correlates to individual value and purchase behavior. It allows me to express myself through brand choice. Moreover, my five dimensions of brand personality significantly impact buying options; for instance, genuineness, enthusiasm, capability, complexity, and Sharpness dominate product choice. Each size consists of different factors that relate to my choice of product.

The first dimension, genuineness, provides friendliness to the brand through reflation of honesty and down-to-earth worth. Enthusiasm bids the up-to-date consumer facts and a lively alternative such as technology brand Apple (Pruitt, & Adlin, 2010). Using Mac computer, I feel young and laid back. However, brands that stand for capability offer responsibility and security for buyers. Furthermore, complexity charms with luxury are not encouraged for a medium-income consumer. Products such as Gucci and Rolex belongs to the value of sophistication. On the other hand, Sharpness represents items that have visible brands that are hard, robust, and outdoorsy. Thus, brand personality affects buying behavior in regards to personal communication style.

Additionally, I express myself through brand image. The brand image is the perception of the product. The marketers strengthen brand image through adverts. When I buy a product, I consider a positive brand image. If th3e brand has a personality that correlates to my traits, then I go for the item. A brand advertisement that joins with desirable benefits attracts my buying behavior. For instance, the car brand Volvo represents safety in its advertising. Nike is femurs for its performance and Maserati with quality. I associate the advert in mind without seeing the tangible item. Adverts are appealing when it forms excitement and passion regarding the brand.

Influence of demographic and psychographic profile

Demographics and psychographics factors help in understanding my needs. Demographic characteristics, for instance, age, marital status, gender, income, and education, have a significant influence on my buying (Puška, et al., 2018). Relating to marital status, as a husband, I have to consider buying food as it is an essential need for the family. It is a time of investment; I think of buying a perfect home to settle with the family. Regarding my gender, there is a stereotype of us not getting into impulse buying compared to the females. Educational level grants vital information regarding products; hence it is easy to read on the benefits and side effects before buying. Finally, as a medium-income individual, buying a luxurious item is a strain on my budget.

On the other hand, psychographic divides into different grounds based on my personality, lifestyle, social class, cultural background, and family role and influence. The family is the vital role and impact of individual buying behavior as a husband (Lowongan, 2015). It helps in providing economic contact within the family when I provide their necessities. In social class, my colleagues and boss affect individual buying behavior. We sometimes buy things together; hence, a particular colleague influences others to purchase the same item.

Lifestyle is a standard phrase in explaining individual purchase behavior. When buying, opinion, attitude, and activities I engage in influence consumption behavior. That lifestyle is the way I spend time and wealth. I generally believe in showcasing individuals who are better off to exploit my desire for a better life. My personality is the product of engagement of mental and physical traits and steady purchase behavior. My character is useful in product choice.

Furthermore, cultural backgrounds such as the staple food in the community is a priority during buying. A husband is the head of the house; hence commonly, other family members look upon you. The role of paying bills in the place and other essential staff affects the buying behavior. Typically as a role of parenting, you need to buy stationaries for your children.

Analysis of brands

To buy a car, first, I need to consider a brand that fits the family as I am married. The decision will enable me to evaluate several family cars that suit my preference (Evic, 2011). Additionally, in regards to middle income, at least I will go for a pocket-friendly car. That will enable no strain in the may financial budget. Since all parents wish their children to get to performing schools, taking mine to a developed is not a broad strain for a middle-income class. A consideration of the fee and the performance will influence the particular institution that they attend. Additionally, they deserve to get stationaries for homework studies regarding my income level.

My demographic age, it is a time of getting the right home to settle. Rather than paying rents in a city, I need to invest in a home away from the metropolitan cities where I can rest after retirement. The house can be of my income strands and respect to my social class. On the other hand, food and beverage are on a daily and monthly budget (Katz, 1937). It is essential to healthy feeding and living. Since the word is developing, everyday items and household is also a consideration in the buying behavior. As an employee, getting a newspaper for a day is essential in the analysis of the market. Thus the review of all the factors that influence buying helps in the decision-making process.

Ideas relating to social, groups, and anthropological influence consumer behavior. Social class, family structure, culture, and group identification is essential in product choice. Additionally, politics, technology, and consumer behavior affect the market in the current world. Manufacture have shifted their concentration to the consumers. Hence it has helped create consumer relations, behavior, and understanding of their behavior in product choice.

Reference

Dean, G. (2010). Understanding consumer attitudes. Marketography

Evic, U. (2011). Guide to advertising appeals - The seven ad appeals explained—ezine Articles.

Katz, D. (1937). Attitude measurement as a method in social psychology. Social Forces, 15, 479–482. The Mead Project.

Lowongan, E. N. (2015). Influence Analysis of Psychographic Factors on Consumer Purchasing Decision in Mcdonald’s Manado. Jurnal Berkala Ilmiah Efisiensi, 15(4).

Pruitt, J., & Adlin, T. (2010). The persona lifecycle: keeping people in mind throughout product design. Elsevier.

Puška, A., Stojanović, I., Šadić, S., & Bečić, H. (2018). The influence of demographic characteristics of consumers on decisions to purchase technical products. The European Journal of Applied Economics, 15(2), 1-16.

Sethi, I., & Chawla, A. S. (2014). Influence of cultural, social, and marketing factors on telecom users' buying behavior: a comparative study of rural, semi-urban and urban areas in and around Chandigarh. Journal of marketing management, 2(1), 97-110.