Social Studies, 13.06.2020 18:57, janrusk3983
It is evident that consumer buyer behavior is influenced by four key sets of buyer characteristics: cultural, social, personal, and psychological. Although many of these factors cannot be influenced by the marketer, they can be useful in identifying interested buyers and shaping products and appeals to serve consumer needs better. Social factors also influence a buyer's behavior. A person's reference groups family, friends, social networks, professional associations strongly affect product and brand choices. The buyer's age, life-cycle stage, occupation, economic circumstances, personality, and other personal characteristics influence his or her buying decisions. Assume that the NIKON cameras want to start their business in your country, discuss why would NIKON management interested in social factors, and what dimensions do they use to measure them?
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