MARK1010 Consumer Behaviour

Family Influence

Baby product manufacturers market to entire families, recognizing that in many cultures, grandparents and other family members significantly influence purchasing decisions for new parents.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Cultural Values (Tradition vs. Innovation)

Samsung adapts marketing messages between Western markets (emphasizing innovation) and Eastern markets (highlighting family harmony and respect for tradition) for the same products.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Occupation

LinkedIn's premium subscription marketing targets specific occupational pain points, such as sales professionals seeking lead generation and HR managers needing candidate insights.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Luxury Positioning

High-end watch manufacturers like Rolex maintain premium pricing and exclusive distribution to appeal to upper social classes, with marketing focused on heritage and craftsmanship rather than functionality.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Family Budgeting Dynamics

Subscription services offer family plans with transparent pricing that appeals to household financial managers, resulting in lower churn rates compared to individual subscriptions.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Mid-Life Financial Services

Retirement planning services intensify marketing to consumers in their 40s, when financial planning priorities typically shift from growth to security.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Urban Mobility Solutions

Electric scooter companies target car-free urban lifestyles, with marketing that emphasizes convenience and environmental benefits aligned with urban living values.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Need Hierarchy Targeting

Home security companies appeal to safety motivations, one of the most fundamental needs in Maslow's hierarchy, resulting in higher conversion rates than feature-focused marketing.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Cognitive Learning Support

Complex product marketers provide educational content that supports cognitive learning, with 73% of B2B purchases influenced by informational content encountered during the buying process.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor

Traditional Values in Advertising

Coca-Cola's family-centered holiday campaigns resonate across cultures by emphasizing universal values of togetherness, resulting in seasonal sales increases of up to 30% in many markets.

• Social Factor

• Cultural Factor

• Personal Factor

• Psychology Factor