IOM -factors infleuncing customer choice (physiological and socio-cultural factors)

Question 1

what are influences on marketing?

Answer 1

There are many things that influence the type of marketing message the business wants to communicate and the strategies that they are able to use to reach and persuade customers

Question 2

what are the influences on marketing

Answer 2

o Factors influencing customer choice
o Consumer laws
o Ethical issues
o These influences impact:
 The TYPES of products customers want to buy
 WHERE and HOW the business is allowed to present their marketing messages

Question 3

factors influencing customer choice

Answer 3

When people make decisions there are a number of internal and external factors that can affect their final decision on what and how much to buy.
Phycological 
Economic 
Government 
Sociocultural 

It is important that the business:

a) is aware of these factors and,
b) takes them into account when developing their mix of marketing strategies

Question 4

factors influencing customer choice - phycological factors

Answer 4

Psychological factors are internal to the individual and will impact how the marketing messages are received by the individual

Question 5

phycological factors - Perception

Answer 5

Perceptions refer to what people hear, see, believe and interpret from marketing messages

Question 6

phycological factors - Perception impact on purchase description

Answer 6

It significantly impacts people’s decisions because they will buy products or use services they believe have a positive impact upon their lives.

Question 7

phycological factors - Perception impact on marketing

Answer 7

Businesses will develop messages that are clear and avoid the potential for being misunderstood.

If a business has developed negative perceptions these must be undone or overcome by messaging.

If positive perceptions already exist, these will need to be reinforced.

Question 8

phycological factors - motive

Answer 8

Motive refers to the need that customers are trying to fill.

Question 9

phycological factors - motive impact on purchase description

Answer 9

Motive is influential because it people gravitate toward the product or service that services their need.

Question 10

phycological factors - motive impact on marketing

Answer 10

The job of the marketers is to reinforce the ability of the product to satisfy the need of that customer.

Question 11

phycological factors - personality and self image

Answer 11

This refers to an individual’s personal style, view of themselves and how they present themselves to others.

Question 12

phycological factors - personality and self image impact on purchase description

Answer 12

Consumers will make their purchasing decisions in order to be consistent with this image.

Question 13

phycological factors - personality and self image impact on marketing

Answer 13

Marketers will present or ‘position’ the product so that it fits the image of the consumer and how they wish to present themselves to others

Question 14

phycological factors - learning

Answer 14

In marketing, learning refers to the changed or expanded knowledge and beliefs that individuals accumulate based on past experiences and interactions.

Question 15

phycological factors - learning impact on purchase description

Answer 15

In terms of purchasing decisions, individuals will aim to replicate positive experiences and avoid negative ones.

Question 16

phycological factors - learning impact on marketing

Answer 16

Effective marketers will tap into these positive past experiences in order to foster an emotional connection between the customer and the brand.

Question 17

factors influencing consumer choice - sociocultural factors

Answer 17

Sociocultural factors are exerted by other people and groups on the individual.

These will determine what products are deemed to be appropriate within their social and cultural context.
	Culture and religion
	Socioeconomic status
	Reference (peer) group
	Family and roles

Question 18

sociocultural factor - culture

Answer 18

Culture is all the learned values, beliefs, behaviours and traditions shared by a society.

Question 19

sociocultural factor - culture - how will it impact the individual

Answer 19

Culture determines what people are allowed to wear, what and how they eat, and where and how they can live.

Question 20

sociocultural factor - Socio-economic status

Answer 20

Social class or socioeconomic status refers to a person’s relative rank in society, based on his or her education, income or occupation.

Question 21

sociocultural factor - Socio-economic status - how will it impact the individual

Answer 21

Social class influences the type, quality and quantity of products a customer buys.

Question 22

sociocultural factor - Family and social roles

Answer 22

This refers to the role within our family and associated groups that we occupy.

Question 23

sociocultural factor - Family and social roles - how will it impact the individual

Answer 23

These roles influence buying behaviour as certain people in a family group are responsible for making specific consumer decisions.

Question 24

sociocultural factor - Reference (peer groups)

Answer 24

A reference group is people with whom a person closely identifies, adopting their attitudes, values and beliefs.

Question 25

sociocultural factor - Reference (peer groups) - how will it impact the individual

Answer 25

A customer’s buying behaviour may change to match the rest of the group’s beliefs and attitudes.