Marketing Analysis : Marketing And Marketing

1410 Words6 Pages
1. Introduction (Section numbering start with 1. Introduction) 
As the world that we living is a highly competitive where every product is getting bigger and better we as consumers are faced with increased choices, with increased levels of uncertainty. This uncertainty is due to asymmetric information available to consumers. Ainslie & Rosii (1998) explains that consumers use holistic approaches to distinguish competing products rather than using a rational process thus leading to the impact that brand are able to hold to effect consumption, leading to an individuals choice of possessions.
Main body –
2. Consumption (529)
Consumption is defined as the “choice, acquisition, possession and disposal of goods and services” (Hogg and
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Social class is defined as wealth, education and occupation these groups and the sense of belonging are a crucial factor in consumption.
Social factors are facts and experiences that influence the consumer’s personality, attitudes and lifestyle; these are grouped as reference groups, families, role and status. Reference groups give the potential for a person for attitudes as they compare themselves to others. Family behavior is very influential on an individual as it is so ingrained to routine. Every consumer has a different role and status in society, defining what they will consume. Hill et al. (1990, p317) describes individuals the being defined as being “embedded in the interactions and roles played within a society” as a homeless person has a very limited ability to consume.
Lifestyle, income, occupation, age and self-concept are the most influential personal factors to affect consumer behavior. Age creates many different patterns of consumption as people demands change all the way through ones life. If a consumer has a certain occupation with a high income then theoretically they’ll have a higher disposable income, leading to greater levels of consumption. Lifestyle refers to the way a person lives and is expressed though items in their surrounds; it changes on interests opinions and shows how they interact with their surroundings.
Personality is dependent on the time and the place, therefore can massively affect the consumer’s
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