What Are Some Of The Social Influences On Consumer Be 524179

what Are Some Of The Social Influences On Consumer Behavior W

What are some of the social influences on consumer behavior? What are some of the behavioral influences on organizational buying? How do these affect the consumer buying decision? As you reflect on this week’s readings and your personal experience, answer the questions and share at least one connection between consumers and an organization. Think in terms of specifics as there are numerous potential influences and the relationship is often reciprocal. Provide a citation for your resources used.

Paper For Above instruction

Consumer behavior is significantly shaped by various social influences that reflect the societal and cultural contexts in which individuals operate. These influences encompass family, reference groups, social class, culture, and social media, each playing a pivotal role in shaping consumers' preferences, attitudes, and purchasing decisions. Understanding these influences is essential for organizations aiming to effectively target and satisfy their customers.

Family members exert a profound impact on consumer choices, especially in early life stages. Family influences can dictate product preferences, brand loyalty, and shopping habits, as individuals tend to emulate the purchasing behaviors of their parents or guardians (Kotler & Keller, 2016). For example, a child's choice of snack foods may be heavily influenced by parental preferences and household norms.

Reference groups, including friends, colleagues, or social circles, serve as standards for evaluating products and services. Consumers often seek approval from these groups or aim to conform to their norms, thereby affecting their buying decisions. For instance, peer influence on social media platforms can lead consumers to purchase fashion items endorsed by friends or influencers (Huang & Rust, 2021).

Social class and cultural background also significantly influence consumer behavior. Individuals from different social strata may exhibit distinct preferences and buying patterns, reflecting their access to resources and cultural values. For example, luxury products are often associated with higher social classes, while budget-conscious consumers prioritize affordability (Solomon et al., 2019).

Social media has emerged as a dominant social influence, providing consumers with instant access to information, reviews, and peer opinions. Influencer marketing leverages social media personalities to influence purchasing behavior, often resulting in increased brand engagement and sales (De Veirman, Cauberghe, & Hudders, 2017).

In terms of organizational buying, behavioral influences include formal decision-making processes, professional relationships, and perceived risks. Organizational buyers often rely on criteria such as product reliability, vendor reputation, and cost-effectiveness, which are shaped by social norms within the industry. For example, a company may prefer suppliers with a strong reputation for sustainability, driven by societal pressures and corporate social responsibility expectations (Lindgreen et al., 2019).

These social influences collectively impact consumer decision-making by shaping perceptions, attitudes, and ultimately, actions. For example, social approval and peer validation can accelerate purchase decisions, whereas cultural norms might lead consumers to avoid certain products or brands altogether. The reciprocal relationship between consumers and organizations is evident in how consumer feedback and social trends influence organizational strategies, such as product development or marketing campaigns.

Reflecting on personal experience, I recall purchasing a particular brand of athletic apparel after seeing multiple friends endorse it on social media. Their posts, combined with online reviews and cultural trends emphasizing health and fitness, notably influenced my decision. This example illustrates how social proof and cultural norms intertwine to shape consumer choices.

In conclusion, social influences dramatically affect consumer behavior through familial, social, cultural, and technological channels. Recognizing these influences helps organizations better understand their target audiences and develop strategies that align with social dynamics, fostering stronger consumer-brand relationships.

References

• De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
• Huang, M.-H., & Rust, R. T. (2021). Engaged to a Robot? The Role of AI in Service Encounters. Journal of Service Research, 24(1), 30-41.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Lindgreen, A., Swaen, V., & Johnston, W. (2019). Corporate social responsibility. International Journal of Management Reviews, 21(4), 430-429.
• Solomon, M. R., Bamossy, G., Askegaard, S., & Hogg, M. K. (2019). Consumer Behavior: A European Perspective. Pearson.