Consumer Behavior Audit of PartyLite Market Segmentation A. External influences 1. PartyLite products are typically bought by affluent to middle income females. The social class associated with PartyLite is either Upper Americans or Middle Class groups who holds their home's appearance as important. 2. Although either gender can use the product, PartyLite products are typically purchased by females. Due to the nature of how the candles are sold, though in-home parties directed towards female social groups, it is doubtful that in the future males will become interested in buying the products. 3. The social subculture has the greatest impact on the purchase and consumption of PartyLite products. Because of the high, the product is …show more content…
Although possible, the product doesn't sell as well though magazines or individual purchases. D. Decision process influences 1. Overall, there are two main criteria used when selecting a PartyLite product. The first is functional consequences, or product performance. The PartyLite brand is known for long burning candles which is important to many consumers. The other criteria would be psychosocial consequences, or gaining admiration of friends. Since the in home parties involve so much influences from friends, many times the products are bought only to make the hostess happy. 2. Some customers are extremely loyal to the PartyLite brand; many loyal consumers become hostesses or consultants. Other consumers only purchase PartyLite when invited to a candle party; these consumers are typically satisfied with candles purchased at retail stores. Product Position A. Internal influences 1. The memory of facts vary depending on the behavioral segmentation. If the loyalty status is high, the segmentation is apt to remember more facts about the product. This could be due to attending several in-home parties and hearing the information frequently. If the usage rate is heavy, the semantic memory could be high because this segment learns the facts firsthand by using the products. If the user status is a non-user, then the semantic memory is pretty low. 2. For the segment of usage rate, the ideal version of this
left of disposable income after paying for necessities” (Quester et al, 2007, p. 744). Because of the
A customer’s buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status.
2.Social Factors: A consumer's behaviour is influenced by such social factors as reference groups, family and social roles and statuses. A person's reference group consists of all the groups that have a direct or indirect influence on the person's attitudes or behaviour (Kotler, 2000, pp.163). Reference Groups create pressures for conformity that affect actual product and brand choices. The MiZone and Aqua Blue range of bottled water is aimed and is consumed by people who do considerable exercise and are concerned about their fitness and well being. Consumers in this group would notice that their peers consumed MiZone or Aqua Blue and would then purchase it themselves.
Product loyalty is why Coca-cola drinkers do not drink Pepsi and why 7-up drinkers do not drink Sprite. While there may be a fluctuation week – to – week on prices, the fluctuation is not large enough for the consumer to consider substitutions.
It is possible to further classify reference groups into four types, depending on the function they perform and the kind of influence they exert reference groups operate by establishing certain norms, roles and status within the group for members to follow. As explained earlier, norms are unwritten codes or, standards of conduct that are assigned to individuals within the group. In addition, specific roles have been identified in group purchasing behavior in the attempt to select the best among alternative brands or makes of a product. These are described as those of the influencer, the gatekeeper (i.e. the individual who has the maximum control over the flow of information), the decision maker, the purchaser and, the final user. Status positions have also been designated within a group. High status of members within a group implies greater power and influence. Products are sometimes purchased to demonstrate status, for example an elegant dress or, an expensive car. The influence exerted by the group depends on the type of reference group it is. There are four general types of groups namely, normative, comparative, status and dissociative groups.
Our sociocultural environment is the next external environmental force that looks at trends, values, preferences, behaviors and beliefs. Today consumers have the ability for mass customization, choosing among a menu of attributes to find the best price, delivery options and features for a product or service. Specifically for the beer industry, this could be whether to purchase cans or bottles or a variety
Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.
Kids like beers, Nowadays students prefer beer to ice cream. Young generation brings new taste, new change & challenge. As Ben &
The aim of this research project is to look into the economic and social drives of society and exploring why consumers make the choices they do because of these influences. It will also look into depth the different aspects of economic and social consumer theories, looking into how they affect the wedding industry.
Primarily the loyalty is based on perception, not tangible evidence. Here we can see how important brand equity and positioning can be to a product that is otherwise probably on par with many of its competitors, but the message conveyed by the brand is quite different.
The fourth category (have children) is favorable to Green Ox. However, families, especially high-income ones, show a strong tendency to favor club stores for their purchases. As per the information given in the case, such stores do not stock beverage brands without an established sales track record. Therefore, we will not consider the third category.
In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the
Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free"
I moved through the process of selecting the right gym to join quite quickly as I was very motivated to get started. I took into consideration that this purchase posed physical and social problems and considered those when making my decision.
Taking a closer look at our social class, we can see all of the social factors that are involved in the purchasing of consumer goods. Factors such as relationships, personal roles, and economic stability. Relational influences often tend to be one of the largest factors in looking at a product. Normally, a family member, friend, or coworker might convey their approval for a product, in