七月 2, 2017

美国论文格式:消费者行为影响

美国论文格式:消费者行为影响

影响消费者行为的社会因素分为三个群体:家庭、社会角色和参照群体。个人所属的团体和将影响他的团体是会员团体。群体对个人的影响程度取决于群体的类型,但人们普遍注意到群体成员之间的消费趋势是普遍的或相似的。品牌能够更好地传播他们的信息和目标消费者,当他们能够了解每个群体的具体特征、价值观、生活方式和心态。有抱负的团体或个人选择去追求的人,即使他们还不是其中的一员,但想要受到群体的启发,他们也在消费者的选择中具有影响力。

美国论文格式:消费者行为影响

家庭对于个人来说是一个更重要的地方,因为它是一个环境,在这个环境中,他的个性和身份是在他的态度、信仰和观点形成的基础上形成的。此外,消费者对品牌和产品的认知也会受到家庭的影响,因为购买习惯通常会被传递下去。因此,对于营销人员来说,将个人和他们的家庭整合成为他们品牌的忠实顾客是一个真正的挑战,尤其是在消费者并不缺乏选择的FMCG。因此,必须把品牌视为一个家庭,这样他们就会成为父母的一种习惯,并在孩子长大成人后传给他们。职业、社会地位和社会角色都是影响消费者行为的重要因素。

美国论文格式:消费者行为影响

The social factors affecting consumer behaviour fall into three groups, the family, social roles and reference groups. The group to which an individual belongs and shall influence him is the membership group. The level by which a group may influence the individual depends on the kind of group but it is generally noticed that the trends of consumption amongst the group members are common or similar. Brands are able to better spread their message and target consumers when they are able to understand the specific features, values, lifestyle and mind-set of each group. Aspirational groups or those which individuals choose to aspire even though they are not yet a member of it but want to be inspired by the group are also influential in consumer choices.

美国论文格式:消费者行为影响
The family is a much more important place for the individual since it is an environment in which his personality and identity is shaped on the basis of which his attitudes, beliefs and opinions are formed. Moreover the consumer’s perception of brands and products which he or she might buy are influenced by the family since the purchase habits are generally tended to be passed on. Thereby it a real challenge for marketers to integrate both the individual and their family into being loyal customers of their brand, especially in FMCG where the consumer is not void of choice. Hence it is imperative that brands be considered as a family so that they become a habit for the parents and is then passed on to the children when they also turn into adults. Profession, social status and role in the society are profound influencers of consumer behaviour.

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