Social influences impact product and brand purchase decision at all stages of the consumer purchase decision process.

Questions:

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.
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.

This assessment task covers topics 1, 2, 3, and 4 and has been designed to ensure that you are engaging with the subject content on a regular basis. The assessment is designed to provide insight into Learning Objectives 1,2,4 and 5

More specifically it seeks to assess your ability to:

be able to compare and contrast consumers and organisations in terms of their markets and buying behaviour;
be able to evaluate a variety of external factors and their influence on consumer behaviour.

The detailed marking rubric is contained in the online Assessment section on Interact 2