Questions for Lesson 4
Question: Explain the cultural, social, and personal characteristics that affect people when they choose a restaurant to celebrate their birthdays. Answer:
Marketers are always trying to keep up with buying behaviors. Consumer buyer behavior refers to buying behaviors of individuals and households who buy goods and services for personal consumption (Kotler, 2008, pg. 131). For example, trying to decide what restaurant to pick to celebrate a birthday at. Different factors can affect this decision such as; cultural, social, and personal characteristic factors. A person’s culture is what helps to shape a person and is what forms a person to make their everyday decisions. Culture is the set of values, perceptions, wants, and behaviors learned by members of society from families and other important institutions (Kotler, 2008, pg. 131). For example, if the person wants to throw a birthday party for their child and their friends they might pick a restaurant such as Chuck-e-Cheese or Peter Piper Pizza. We perceive these places to be kid friendly because that’s what the restaurants advertise themselves to be. A consumer’s buying behavior is also influenced by social factors, such as the consumer’s small groups, family, and social roles and status (Kotler, 2008, pg.134). A person’s family status can play a big role in deciding what restaurant to pick. For example, if there is a teenager who wants to have their sweet sixteen at a certain place, they have to look to their parents to help them decide what is affordable. The American social classes are; upper class, middle class, working class, and lower class. If the teenager’s parents are in the lower class they might have to pick a restaurant that would be cheaper than what an upper class family could provide. Lower class is considered to be the working poor, and upper class is where Americans are wealthier. A buyer’s decisions are also influenced by personal factors, such as the buyer’s age, life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept (Kotler, 2008, pg. 139). Everyone has their own personalities. Some people are more outgoing and sociable, others can by more shy, which can affect a buyers decisions. The specific mix of human traits can be attributed to a particular brand, which is called brand personality (Kotler, 2008, pg. 141). Some brand personality traits include; sincerity, excitement, competence, sophistication, and ruggedness. For example, if a person is more outdoorsy they might pick a restaurant such as Dillon’s, which is a restaurant that you can sit outdoors by the Wildlife Zoo that you’re eating outside with flamingo’s right nearby. Compared to a person who has sophistication and decides they would pick a restaurant that is like Olive Garden or Red Lobster. In conclusion, there are so many different factors that can influence a consumers buying behavior. Even making a decision so small as to where to celebrate a birthday party, all these factors come into play with one another. Whether it be the person’s culture, our society, social class, age, lifestyle, or personality, they all intertwine with our everyday decisions. And marketers have to be able to understand these roles and take them into account. Citation
Kotler, P., & Armstrong, G. (2008). Marketing: Managing Profitable Customer Relationships. In Principles of Marketing (Custom ed., pp. 129-177). Upper Saddle River, New Jersey: Pearson.
Question: Soft drink marketers spend about $400 million on television advertising each year. Why is this important? Answer:
The business market is so big that businesses are always trying to catch consumers’ attention for their business. The soft drink industry is competitive because there are many different brands and flavors. For a business in the soft drink industry to be successful they have to get their business out there for consumers to see. They also want to...
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