Consumer Behaviour in Action

Ling, Peter, D’Alessandro, Steven and Winzar, Hume (2015) Consumer Behaviour in Action, Oxford University Press, ISBN: 97080195525601.

Schiffman, L., O’Cass, A., Paladino, A., D’Alessandro, Steven, and Bednall, D. (2011). Consumer Behaviour (5th ed.). Sydney: Pearson Education Ltd

Solomon, M., Russell-Bennett, R., & Previte, J. (2009). Consumer Behaviour: Buying, Having, Being (2nd ed.). Frenchs Forest: Pearson Education

Task:
Social influences impact product and purchase decision at all stages of the consumer purchase decision process.
Questions:
1. You are required to identify two social influences (Culture and Social Class) that are relevant to the consumers of your firm (Choose a Firm) and (choose one product/service) that made by the firm you choose and discuss, specifically to your firm, how the two social influences (Culture, Social Class) impact on the consumer purchase decision process.

2. Drawing on the theories in chapters 2-4 of the text book (Ling, Peter, D’Alessandro, Steven and Winzar, Hume (2015) Consumer Behaviour in Action, Oxford University Press, ISBN: 97080195525601) to discuss how marketers (in your firm) can apply this understanding of sociaL influences on consumer behaviour to improve/enhance your firm’s marketing strategies (4 Ps or 7 Ps, targeting, market segmentation, etc.)

Hints:
– Make sure that you draw sufficiently on theoretical concepts of consumer behavior in your discussion.

– When you are discussing particular concepts make sure that you define them first

Introduction:
Discuss general overview of customer behavior / Culture/ Social Class. Impact on customer ( one product/Service) and organization that make the product or provide the service.
Heading ( Social Influences)
Culture: How impact on customer behavior/ How product developes around culture.
Social class: how impact on customer behavior/ how product developes around social class.