Sociological Influences on
Consumers Decision Making
Learning Objectives
• Understand how family dynamics
and the family life cycle can influence
purchasing decision.
• Discuss the importance of opinion
leaders in marketing and how they
can influence the success of the
product service.
• Illustrate how social class impacts
consumers behavior and buying
patterns.
Learning Outcome
• Realize how consumer groups
contribute in a consumer behavior
context.
• Appreciate the lesson learned via
personal experience as o]ne goes
through life cycle that contributes in
his behavioral pattern as consumers.
• Value the contribution of the different
sectors that made an impact in your
decision making as a consumers
Something to think about…..
• Why do people love to shop together?
• Are you the typed who is easily influenced
by what is being “hyped”?
Words/Phrase to Ponder….
• Consumer Groups
• Social Class and Mobility
• Lifestyle Analysis
• Stratification
• Enculturation
• Culture, Sub Culture, and Cross
Culture
• Opinion Leadership
In a time when consumers
desperately want to trust
businesses - but they just don't influencer marketing is one
way to overcome this problem.
Something to think about…..
• Why do people love to shop together?
• Are you the typed who is easily influenced
by what is being “hyped”?
Words/Phrase to Ponder….
• Consumer Groups
• Social Class and Mobility
• Lifestyle Analysis
• Stratification
• Enculturation
• Culture, Sub Culture, and Cross
Culture
• Opinion Leadership
JOHN RAMPTON
Consumer Groups
•
WHAT IS CONSUMER GROUPS?
•
IS IT NECESSARY?
•
CAN’T JUST BE ON AN INDIVIDUAL BASIS
•
DO CONSUMER GROUPS HAVE ANYTHING TO DO
WITH “SOCIALIZATION”?
•
ARE THEY IMPORTANT?
•
WHAT THEY DO CONTRIBUTE IN CONSUMERS
BEHAVIOR CONTEXT?
Consumer Groups
•
W H AT I S C O N S U M E R G R O U P S ?
•
IS IT NECESSARY?
•
CAN’T JUST BE ON AN INDIVIDUAL
BASIS
•
D O C O N S U M E R G R O U P S H AV E
ANYTHING TO DO WITH
“ S O C I A L I Z AT I O N ” ?
•
A R E T H E Y I M P O R TA N T ?
•
W H AT T H E Y D O C O N T R I B U T E I N
C O N S U M E R S B E H AV I O R C O N T E X T ?
Defining Groups
Groups are basically defined as having at least 2 or more individuals who
possess the following:
• Share a set of norms
• Have certain role in relationship
• Experience interdependent behavior
Groups may also be defined as social system in whose members….
• Have regular contract
• Act cooperatively
• Share common goals
8
Groups may not have necessarily members of the same age or peers of the
same gender or profession.
Common examples of groups includes…
• Family
• Friends
• Colleagues
• Fraternities
• Church or Worship Groups
9
Importance of Groups
Importance of Groups
 Groups perform a significant role in consumer socialization.
 The Consumption behavior of children is greatly influenced by
the parents and the family he belongs.
 Teenagers, on the other hands, wish to have things that they
often see from their peers – the type of clothes, gadgets,
accessories and other stuff that are “vogue” or “ in style” at
that moment.
Types of Social Groups
• Primary Groups
• Secondary Groups
Distinction of Social Groups
• Formal Groups
• Informal Groups
ROLES
• It is a function assumed or a part played by an individual in a particular
situation.
• It is an important aspects of groups behavior since patterns of behavior are
expected of an individuals within a given social context.
• Just like groups, roles may be either formal or informal.
• Roles, however is not permanent.
• Roles are not one time deal.
• Roles may change over time depending upon the circumstances.
• Roles are flexible
• Roles influences consumption behavior. How?
12
Status
oStatus is simply the relative position of an individual in
group social spectrum.
oConsumers often purchase commodities fitting to their
status within a group.
Examples: Travels, purchase of a new car, joining Rotary
Clubs.
13
Consumer Reference Groups
Consumer Reference Groups
Reference Groups
Reference groups is a clusters that operate as frames of reference for a
people in their respective purchase or consumption decision.
For children, their reference group are always the parents and older
siblings.
For teenager, reference group maybe peers and classmates.
What does reference groups have to do with consumer behavior?
What do they play in contouring consumer’s purchasing behavior?
navigating q&a sessions
1.Know your material in
advance
2.Anticipate common
questions
3.Rehearse your responses
Maintaining composure during the Q&A session is
essential for projecting confidence and authority.
Consider the following tips for staying composed:
o Stay calm
o Actively listen
o Pause and reflect
o Maintain eye contact
16
speaking impact
Your ability to communicate effectively will leave
a lasting impact on your audience
Effectively communicating involves not only
delivering a message but also resonating with
the experiences, values, and emotions of those
listening
speaking impact
Learn to infuse energy
into your delivery to
leave a lasting
impression
One of the goals of
effective
communication is to
motivate your audience
METRIC
MEASUREMEN
T
TARGET
ACTUAL
Audience
attendance
# of attendees
150
120
Engagement
duration
Minutes
60
75
Q&A interaction
# of questions
10
15
Positive feedback
Percentage (%)
90
95
Rate of information
Percentage (%)
retention
80
85
18
final tips & takeaways
o CONSISTENT REHEARSAL
o Strengthen your familiarity
o REFINE DELIVERY STYLE
o Pacing, tone, and emphasis
o TIMING AND TRANSITIONS
Seek feedback
Reflect on performance
Explore new techniques
Set personal goals
Iterate and adapt
o Aim for seamless, professional delivery
o PRACTICE AUDIENCE
o Enlist colleagues to listen & provide feedback
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speaking engagement metrics
IMPACT FACTOR
MEASUREMENT
TARGET
ACHIEVED
Audience interaction
Percentage (%)
85
88
Knowledge retention
Percentage (%)
75
80
Post-presentation surveys
Average rating
4.2
4.5
Referral rate
Percentage (%)
10
12
Collaboration opportunities
# of opportunities
8
10
20
BRITA TAMM
502-555-0152
thank you
brita@firstupconsultants.com
www.firstupconsultants.com