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CM Chapter4

Consumer Behavior Chapter 4

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14 views21 pages

CM Chapter4

Consumer Behavior Chapter 4

Uploaded by

Magdalena Dasco
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Tarlac Christian College

ELEC (BA) 5 – MM3


CHAPTER 4: SOCIAL AND CULTURAL
INFLUENCES
4.1 Social Influences

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Social influences play a significant role in consumer
behavior by affecting how individuals make purchasing
decisions. These influences include:
1. Family – family members can shape preferences and
buying habits, often acting as primary influencers in
decisions related to household products and services.
2. Friends and Peers: Recommendations and opinions from
friends and peers can impact choices, especially in areas
where social validation is important, such as fashion or
technology.

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3. Social Networks: Online social networks and communities
provide platforms for sharing reviews, experiences, and
recommendations, which can sway consumer decisions.
4. Cultural Norms: Cultural values and social norms guide
behavior and preferences, influencing choices based on
accepted practices and beliefs within a society.
5. Reference Groups: These include groups that individuals
identify with or aspire to join, such as professional
organizations or social clubs, which can affect their
consumption patterns.

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6. Influencers: Individuals with significant social media
followings can affect consumer perceptions and decisions
through endorsements and content.
Understanding these social influences helps businesses
tailor their marketing strategies to align with consumer
expectations and preferences shaped by their social
environment.
4.2 Cultural and Subcultural Factors
Cultural and subcultural factors profoundly impact
consumer behavior by shaping values, beliefs, and
preferences.

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Cultural Factors
• Values and Beliefs: Fundamental values and beliefs of a
culture influence consumer priorities, such as
preferences for certain products or ethical
considerations.
• Customs and Traditions: Traditional practices and
customs can dictate purchasing patterns and product
usage.
• Language and Symbols: Cultural meanings attached to

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language and symbols affect how consumers interpret
marketing messages and brand identities.
Subcultural Factors
• Subcultures: Groups within a larger culture with
distinct values and interests, such as ethnic groups,
religious communities, or social classes, often have
unique preferences and consumption habits.
• Lifestyle and Interests: Subcultures may have specific
lifestyles or interests that drive demand for particular
products or services.
• Social Groups: Associations with specific subcultural

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groups can influence brand choices and purchasing
behavior, reflecting the group's identity and value.
Understanding these factors allows businesses to
create targeted marketing strategies that resonate with
diverse consumer segments and meet their specific needs.
4.3 Role of Social Media and Influencers
Social media and influencers play crucial roles in
shaping consumer behavior in today's digital age. Here’s how
each impacts consumer behavior:

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Role of Social Media
1. Information Sharing
• Product Discovery: Social media platforms are key
channels for discovering new products and services
through posts, ads, and recommendations.
• Reviews and Ratings: Consumers often rely on social
media reviews and ratings to gauge the quality and
reliability of products.
2. Social Proof

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• User-Generated Content: Content created by users, such
as photos and reviews, provides social proof and can
influence others' perceptions and purchasing decisions.
• Brand Interactions: Engagement with brands through
comments, likes, and shares can build trust and enhance
brand loyalty.
3. Targeted Advertising
• Personalized Ads: Social media platforms use algorithms
to deliver targeted advertisements based on user
behavior, preferences, and demographics.

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• Promotions and Deals: Brands use social media to
promote special offers, discounts, and exclusive deals to
attract and retain customers.
4. Trend Creation
• Viral Content: Social media can quickly turn products,
services, or trends into viral phenomena, significantly
impacting consumer interest and demand.

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• Influencer Collaborations: Brands often collaborate with
social media influencers to reach a wider audience and
capitalize on trending topics.
Role of Influencers
1. Authenticity and Trust
• Personal Endorsements: Influencers are seen as more
relatable and trustworthy compared to traditional

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advertisements, as they often share personal
experiences and recommendations.
• Expert Opinions: Influencers with expertise in specific
areas (e.g., beauty, tech) provide credible and valued
opinions that can influence consumer decisions.
2. Engagement and Reach
• Targeted Influence: Influencers have dedicated
followings within specific niches or demographics,
allowing brands to reach targeted audiences effectively.

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• Content Creation: Influencers create engaging and
visually appealing content that showcases products in
real-life scenarios, making them more attractive to
potential buyers.
3. Brand Perception
• Image Building: Endorsements by influencers can
enhance a brand’s image and appeal, aligning it with the
influencer’s style and values.

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• Trendsetting: Influencers often drive trends and set new
standards in consumer preferences, shaping market
demand.
4. Customer Interaction
• Feedback Loop: Influencers can provide valuable
feedback from their audience, helping brands
understand consumer sentiments and preferences.

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In summary, social media and influencers significantly
impact consumer behavior by shaping perceptions,
providing social proof, and influencing purchasing decisions
through personalized and engaging content.
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ACTIVITY NO.6: Social Influence Case Study Analysis

DIRECTIONS:

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NOTE: UPLOAD YOUR OUTPUT IN OUR GDRIVE
ACTIVITY NO.7: Cultural Impact on Consumer
Behavior Project
DIRECTIONS:

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NOTE: UPLOAD YOUR OUTPUT IN OUR GDRIVE
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QUIZ NO.3
MATCHING TYPE: Match column A
with column B. Write the letter of
the correct answer on ½ crosswise
paper.
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