Purchase
Products
Services
Experiences
Ideas
Use
Dispose
Consumer Behavior Overview
Consumer Classification
Segmentation helps identify target consumers.
Marketers classify consumers by demographics and psychographics.
Demographics
Age
Gender
Income
Education
Occupation
Psychographics
Lifestyle
Personal Values
Leisure activities
Politics
Religion
Consumer Behavior Overview
Consumer Motives
People purchase products for different motives and to satisfy different types of needs.
Psychogenic
Needs
Biogenic
Needs
Utilitarian
Motives
Hedonic
Motives
social media Purchase Influence
Social Media and Word of Mouth
WOM is essential to marketers
“User to user” communication
Social Media as a marketing tool
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Social Media Purchase Influence
Use of Social Media
Under age 22
Older than
Social media use in purchase recommendations and influence according to a study published in the Journal of Business & Economics (Forbes, 2013).
The Term Paper on How Social Media is Transforming Events Marketing Management
It is believed that social media began prior to the evolution of the internet. The telephone was the first tool of social media that gave people the chance to socialize and gather information. However, at the turn of twentieth century, online communication became popular among various groups of society. People began to get into virtual communication with the use of cellular phones and computers. ...
Other
Example of Social Media Influence
The NutriBullet Fad
The decision process prior to purchasing the NutriBullet included both word of mouth and social media influences.
Ongoing effort to live/eat healthy
TV Infomercial
Social Media buzz
Word Of Mouth
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Example of Social Media Influence
1) Ongoing effort to live healthy
The continuous endeavor to live a healthier lifestyle creates a need and want for products that will assist with these efforts.
Example of Social Media Influence
2) TV Infomercial
Television infomercial creates product awareness, but as a consumer there is a lack of enthusiasm and trust for the traditional sales approach and questionable testimonials presented in “The NutriBullet Show”.
Images retrieved from: youtube.com/watch?v=mVJ2i-owUCY
Example of Social Media Influence
3) Social Media buzz
Once the product began “buzzing” on social media it heightened my attention as a consumer and it gained a substantial amount of credibility by reading the positive comments from the network’s users.
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Example of Social Media Influence
4) Word Of Mouth
The final trigger for the decision was word of mouth from a co-worker who is a health enthusiast. Knowing that he actually owned and used one, and having him endorse the product made me decide to buy not just one, but take advantage of the two-for-the-price-ofone deal offered in the infomercial.
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References
Solomon, M.R. (2013).
Consumer behavior (10th ed.).
Upper Saddle River, New Jersey: Prentice Hall.
Forbes, L. P. (2013).
Does social media influence consumer buying behavior? an investigation of recommendations and purchases. Journal of Business & Economics Research (Online), 11(2), 107. Retrieved from
http://search.proquest.com/docview/1418706942?accountid=458
The Term Paper on The Effect of Social Media on Society
Introduction to social media Social media refers to the means of interactions among people in which they create, share, exchange and comment contents among themselves in virtual communities and networks. Social media or “social networking” has almost become part of our daily lives and being tossed around over the past few years. It is like any other media such as newspaper, radio and ...
