Social influences impact product and brand purchase decision at all stages of the consumer purchase decision process.
Questions:
1. You are required to identify at least two social influences that are relevant to the consumers of your firm or the firm you intend to work for (choose one product/service if more than one products/services are offered by your firm) and discuss, specifically to your firm, how the two or more social influences (culture, social class or reference groups) impact on the consumer purchase decision process.
2. Drawing on the theories in chapters 2-4 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 behaviour in your discussion.
– When you are discussing particular concepts make sure that you define them first.
– Each student must not write more than 2000 words
– The paper must be referenced with relevant up-to-date sources.
– As this is an academic piece of work you must reference (cite) the sources you have used. This should be done within the essay/report and a reference list should be included at the end of your essay/report (place before any appendices if applicable).
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