01/17/2012

A customers buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status. In a group, several individuals may interact to influence the purchase decision. The typical roles in such a group decision can be summarised as follows: Initiator The person who first suggests or thinks of the idea of buying a particular product or service Influencer A person whose view or advice influences the buying decision Decider The individual with the power and/or financial authority to make the ultimate choice regarding which product to buy Buyer The person who concludes the transaction User

The person (or persons) who actually uses the product or service The family unit is usually considered to be the most important buying organisation in society. It has been researched extensively. Marketers are particularly interested in the roles and relative influence of the husband, wife and children on the purchase of a large variety of products and services. There is evidence that the traditional husband-wife buying roles are changing. Almost everywhere in the world, the wife is traditionally the main buyer for the family, especially in the areas of food, household products and clothing. However, with increasing numbers of women in full-time work and many men becoming home workers (or telecommuting) the traditional roles are reversing. The challenge for a marketer is to understand how this might affect demand for products and services and how the promotional mix needs to be changed to attract male rather than female buyers.

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related presentations Subscribe to Marketing in the News by Email AIDA & DAGMAR Consumer Behaviour Consumer Segmentation Consumer Products (types) Personal Selling Product Adoption New Product Development Product Positioning Push & Pull Strategies Relationship Marketing Types of Consumer Products

A customers buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status. In a group, several individuals may interact to influence the purchase decision. The typical roles in such a group decision can be summarised as follows: Initiator The person who first suggests or thinks of the idea of buying a particular product or service Influencer A person whose view or advice influences the buying decision Decider The individual with the power and/or financial authority to make the ultimate choice regarding which product to buy Buyer The person who concludes the transaction User

The person (or persons) who actually uses the product or service The family unit is usually considered to be the most important buying organisation in society. It has been researched extensively. Marketers are particularly interested in the roles and relative influence of the husband, wife and children on the purchase of a large variety of products and services. There is evidence that the traditional husband-wife buying roles are changing. Almost everywhere in the world, the wife is traditionally the main buyer for the family, especially in the areas of food, household products and clothing. However, with increasing numbers of women in full-time work and many men becoming home workers (or telecommuting) the traditional roles are reversing. The challenge for a marketer is to understand how this might affect demand for products and services and how the promotional mix needs to be changed to attract male rather than female buyers.

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related notes Subscribe to Marketing in the News by Email Cultural Influences on Buying Decision-Making Process Buying New Products Social Influences on Buying Stimulus Model

Get the <a href="http://www.widgetbox.com/widget/marketing-inthe-news">Marketing in the News</a> widget

Please support our advertisers

Buying DecisionsGet a free skills report and learn to make better buying decisions www.NextLevelPurchas ing.com

Smollan GroupA global fieldmarketing leader in growing clients' brands at the POP www.smollan.co.za

Planning

Overseas Study? Student Overseas Insurance @ 1/3rd Cost. 500+ University Compliant! ICICILombard.com/Stu dent_Insurance

Human Factors ConsultancyUndersta nding the human to improve safety, efficiency & usability www.ccd-hf.co.uk

Smart advertising on TVBuy TV Ad spots at

city/region level on top Indian channels. www.Amagi.com/Cam paignIndia

related presentations Subscribe to Marketing in the News by Email AIDA & DAGMAR Consumer Behaviour Consumer Segmentation Consumer Products (types) Personal Selling Product Adoption New Product Development Product Positioning Push & Pull Strategies Relationship Marketing Types of Consumer Products

01/17/2012

01/17/2012