LP2 Assignment: External Influences on Consumer Behavior Consumer purchasing dec

Question

LP2 Assignment: External Influences on Consumer Behavior

Consumer purchasing decisions are affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. One example of this is cultural factors.

Directions: Write a 2-3 page paper describing and comparing the external influences on consumer behavior. Be sure to discuss the impact of cultural variations in marketing, cultural variations in nonverbal communication, global demographics, cross-cultural marketing strategies and the influence of groups on the consumer. Use the APA 6th edition formatting guidelines below.

Your paper must follow these APA 6th edition formatting guidelines:

Double-spaced

12 point Times (Times New Roman) font

1 inch margins

Include a title page and a reference page (title and reference pages will not count in page total)

Use at least two scholarly sources, properly cited reference materials

Writing is clear and easy to read and uses proper spelling, grammar, and punctuation.

Explanation / Answer

Title: Understanding Consumers behavior in purchasing

Consumer purchasing decisions somehow vary from place to place and culture to culture. All the cultures have the different selective choice which needs to be understood from their behavior. To know the customer it requires doing an extensive research on them, the research should involve that to interact with them and know their likes, dislikes, and trends they are looking for in the organization (Baumeister, 2002). To know the need it is requiring to do a plan on some particular impact so that proper outcome can come in the business. The impacts are as follows: cultural variations in marketing and nonverbal communication, global demographics, cross-cultural marketing and influencing of groups on the consumer.  

The cultural variations in marketing are common and it is found everywhere, according to the culture the marketing standards changes as it is required to change otherwise it will not possible to meet the consumer standard. All cultures have different choice and need it is required to be fulfilled as per the consumer demand then only a business will grow and bring the profit.

The cultural variations in nonverbal communication are sometimes created problem to know the consumers need and requirements. Different cultures speak differently in their native languages, the organization sometimes finds it difficult to make them understand and know their needs. But the emotions, facial expressions, body language and eye contact can help to understand their needs and requirement. In this way, new strategies can be implemented in the organization so that it fulfills their needs and the organization can increase its productivity.

Global demographics are the segments that are applied to the markets to help the organization to fulfill the targets for its customers (Zeithaml, 1985). It is basically the market segmentation which needs to be taken care of before launching any company products in the market, as it is based on the age, race, religion, ethnicity etc. So the company should focus on the particular segments before launching any product in the market.

Cross-cultural marketing is the process to build some strategies for marketing which will help the organization to meet with different cultures consumers and to know them in the better way. It will give an added advantage which will help the organization to make the product as per consumer demand and choice. This process will also help the organization to cope up with other competitors and to be in the market for a longer time.

Influencing of groups on the consumer are somehow self-referral group who motivate individually to others about the products or items which they have bought from the organization. They self-influence or introduce others in such manner that they also eager to buy that product and thus form a big group who individually tells other which is also a marketing that indirectly helps the organization to sustain growth and maintain a long-term customer relationship.  

References:

1. Baumeister RF (2002). Consumer Research

2. Zeithaml V.A (1985). Consumer Research

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