The purpose of this report is to conduct an interview of the consumer who have recently purchased the product priced at more than $50. This study focuses on the reason behind the purchase of this product and analyzes its position in the consumer’s life. The respondent has recently purchased Swan Retro mini fridge from Tesco as he seeks benefit from the placing the product in all places and is easily portable (Chernev, 2012). The product was purchased at $100 from Tesco in US. This product has high value in the consumer’s life as it has thermoelectric cooling system, cools at 16 degree centigrade and warms to 65 degree centigrade. It also adds benefit to the consumers as it works on the mains supply. The purchasing of this product reflects that the consumer has high lifestyle and this represents psychographic segmentation.
Three external influences in consumer behavior that shaped the particular purchase of product
Both the internal as well as external factors influence the behavior of the consumers. These factors are external to each consumer and are not individualistic(East, Wright & Vanhuele, 2016). The external factors that influences the purchase of consumer includes culture, social class, social environment, family, reference group etc. These are mainly associated with those groups that the consumer belongs to as well as interact with others.
External influence of family
Family is a vital element that influences consumption as well as disposal of commodities by the consumer. Each member of the family influences other based on their role, stages of life cycle and their relationship dynamics in family. Several roles played by each member of the family while purchasing the good includes-
- Influencer- The family member usually provides the product information to other members in the family.
- Decider- One of the family member influences the other in selecting the good.
- Buyer- The member who actually purchases the product
- Maintainer- The family members maintaining the commodity for continued utilization as well as satisfaction.
- Disposer- One of the member who disposes the particular commodity
In this case, as the respondent belongs to the nuclear family, he had less influence on purchase of this product. Although the respondent collected the information about this product, the decision of purchasing it was influenced by other family members (Solomon, Russell-Bennett & Previte, 2012). In addition, the family members buying behavior is also affected by their position in the stages of family life cycle. Although the respondent being the head of the family has the power of making the decision of buying this mini fridge, the decision of selecting this product was jointly taken by his family members.
External influence of Culture
Culture defines as the traditions, values and attitudes of society where the consumer lives in. It includes belief, habits, knowledge that the consumer acquires as a member of the society. It is also related with specific national identity of the consumer. It influences the consumption behavior, values and attitudes of the individuals (Durmaz, 2014). However, consumer’s attitude towards prosperity as well as security influences propensity to consume and their decision about ownership. The consumption of an individual determines their acceptance level in the society. As the respondent is living in US, the culture of this nation is basically the individualistic society. The people living in this society basically looks out for their own benefit and hence the consumer purchases this product for his own benefit. The influence of culture is conspicuous in the message of communication. Therefore, utilization of symbols, message sources, colors and language reflects their culture. As this Tesco’s product is a multinational brand, the main aim is to relate their message according to the culture of this nation. The respondent answer highlighted that the culture of this country highly influenced the consumer while buying this product.
External influence of social class
The social environment that influences the buying decision of consumer are mainly categorized as-
- Reference groups- The reference group mainly consists of people influencing that consumer who purchases that particular commodity (Gifford & Nilsson, 2014). There are generally two types of reference group such as- primary group and secondary group. Primary groups includes family members, co-workers, relatives while secondary groups includes religious associations, clubs , political parties etc that shares indirect relation with the purchaser.
- Role in society- Each individual in the country plays dual role in the present society that is based on the group they belongs to.
- Status in existing society-The buying patterns of the consumer depends on their status in the society.
Social class have profound impact on buying habits of the consumer. This means that the rich families have the ability in purchasing more products as compared to middle class family. In US, the citizens have two lifestyles that is- the one that they live in and the other that they strives to move in the society (Rani, 2014). The respondent belonging to the rich class has the ability in buying this fridge at higher price. In addition, the citizens of the nation are also clustered in social class based on education as well as occupation (Salazar, Oerlemans & van Stroe?Biezen, 2013). As this respondent is well educated, it helped him in gathering knowledge about the product features before purchasing it. Therefore, the social class of the respondent also influenced him in buying the good in positive way.
From the above report, it can be concluded that the interviewee purchasing this product has huge external influence of social class, culture and family. The external influence of family was the most impactful while buying this mini fridge. Although the interviewee was the head of the family, the decision of buying this product was taken jointly along with other members. The feature of this product attracted the respondent in purchasing this commodity. The respondents maintained eye contact throughout the interview. In addition, the facial expression of the respondent appeared that he was willing to give the answer of the questions. Qualitative research was mainly done while doing the consumer behavior research.
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