Discuss the cultural, social, personal and psychological factors that affect buying/consumer behavior of your service brand?
A marketing team should then be considerate and go out of their way to learn the consumer behavior patterns in regards to their products. They must know what triggers the consumer to behave in certain ways and what they regard as important to them. This means that it is important for an organization to understand things from the perspective of the consumer. Our brand, cinema Hoyts is service brand that attracts its group of consumer hence the importance and relevance to know what affects their patterns socially, personally and psychologically (Hanna et al, 2013 p78). Through that way, the organization will be in a better position to satisfy the needs of the consumers and customize their needs and demands to what they would like changed or executed to their description and specific wants. All factors blend to influence the consumer in different ways hence affecting their patterns of buying or responding to any new product that an organization introduces to the public.
Some of the cultural factors that affect the consumer behavior is the beliefs and attitudes that people have towards the cinema Hoyts. When people are misinformed about a particular subject, they tend to pass the ideas to the others that they interact with which forms a complete network of misinformed people who then push forward the negative aspect of a service (Gillett et al, 2015 p552). Most people lack information about Hoyts and hence give a negative reception to the service which then further affects the way they perceive the products and the rate at which they use the product.
Most cultures perceive that women should not go to cinema halls as they are considered by the society as people with lose moral standards and such places are reserved for the men who should be there on their own. They claim that if the woman should visit such a place, they should be in the company of a man which is misplaced misconceptions. In order to curb the cultural behavior of the consumers and increase the rate at which both the male and female consumers can enjoy the services, the movie theatre ensures that they customize the movies they show to fit couples where both can come at the same time and enjoy (Maheswaran & Shavitt, 2014). This has seen a positive increase in the number of women who come at the theatre to watch what shows.
The personal factors on the other hand affect the consumer visiting at the theatres as they have to consider and weigh what is in offer for the day. For instance, one has to decide whether being at the theatres is worth their time depending on the type of movie in regards to their age and way of life. For instance, people who love having fun at night may not mind watching and attending the movies which show late in the night (Mullen & Johnson, 2013 p16). Family movies may attract more people if they perceive that the movie on show the family values and adds to the wellbeing of their family. The economic power and the amount that people have on their hands also affect the buying patterns of the consumers. People with more cash on their hands will tend to attend the movies more than the people with less money for disposal (Claiborne & Sirgy, 2015 p 20).
Some people may also perceive watching movies at the theaters differently than watching at home which then forms the basis through which they make the decision on whether to visit the premises at Hoyts or buy a film and watch it at home. The amount of time that a person has also influences whether they get the time to relax through watching movies at their places of residence of they would rather visit the theaters to have a good time (Solomon, 2014 66).
The psychological factors affect the consumer behavior in regards to Hoyts through the perception they have in regards to watching movies. People perceive things different and it may be hard to convince a consumer that the movies in the theatre will give one a good experience through the company at the movie and through the three dimension and four dimension services that they can provide at the enterprises. The message that Hoyts passes to the public may be interpreted differently by the people depending on their minds and attitudes towards movies. The beliefs and attitudes shape the mind and in the overall their personality and character that they portray towards the movies. For instance, a movie release may have the main actors dressed in ways that expose their skin and body. When the first consumer sees such an image they may perceive it as explicit and revealing too much while another second consumer may think that the movie has more to offer based on the fact that the actors posed when they were naked (Becerra et al, 2014 p23). Such influences that make the consumers make the decision become the driving factor to the organization on what they will offer to the public depending on what they expect the consumers to perceive and make them decide on making a visit at the theatre for an experience.
An organization that masters the consumer behavior of its targeted and existing market becomes better at ensuring that they satisfy the needs of the clients despite the differences in the consumers. When an organization is aware of patterns of the consumers, then they work together to ensure that they provide what exactly the consumer needs (Juster, 2015 p56). Balancing the factors that trigger the consumer decisions in watching the movies as well as targeting the right people will help Hoyts maintain a good customer base.
Becerra, E., Henriquez, M.C. and Guzman, M.C., 2014. Perceived Security Risk on Consumer Purchase Behavior. LA-Latin American Advances in Consumer Research Volume 3, pp.23-45
Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer attitude formation and behavior: A conceptual review and guide for future research. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 1-7). Springer International Publishing, pp 19-26.
Gillett, P.L., Scott, R.A. and Davis, D.L., 2015. Shopping and Leisure Activity Patterns within the Elderly Consumer Segment: The “Young-Old” and “Old-Old”. In Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference (pp. 552-552). Springer International Publishing.
Hanna, N., Wozniak, R. and Hanna, M., 2013. Consumer behavior: An applied approach. Kendall Hunt Publishing Company, pp 78-89.
Juster, F.T., 2015. Anticipations and purchases: An analysis of consumer behavior. Princeton University Press, pp56-67.
Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior. Psychology Press,pp9-17.
Maheswaran, D. and Shavitt, S., 2014. 0)“Issues and New Directions in Global Consumer Psychology.". Journal of consumer psychology, 9(2), pp.59-66.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:prentice Hall, pp66-69.