Mind Map - Cultural Factors and Consumer Behavior

Mind Map and Paper

Cultural Factors and Consumer Behavior

The cultural reason include that it is an expression of social class. The purchase was meant to elicit admiration, recognition, appreciation and respect. My family; as an upper middle class family, purchase designer products as an expression of authenticity. The purchase also reflected my need for personal achievement and it was an expression of my aspirations and ambitions of the American Dream. The purchase was further made normal by the culture of consumerism in the United States that encourages consumption of material goods as expressions of one’s desire for achievement and ambition. The purchase was also motivated by an increasing orientation towards environmentally friendly products. Consumers are increasingly becoming mindful of the social and environmental impact of their purchases. The environmental and social concern is in line with the millennial demand for greater social responsibility from businesses. Millennial increasingly care how their purchases impact on local jobs and the environment. The brand was effective in communicating their heightened sense of social consciousness and how they have ingrained such consciousness in their products and services. My occupation as an artist and a music producer also necessitated the choice.

Social Factors and Consumer Behavior

The perception of a brand, including the image and communication of the brand is critical to fostering word-of-mouth marketing and referrals. The word-of-mouth marketing often takes place because of a clear recognition by the customers of a relationship between the brand and the perceived quality of the brand. Referrals are often a sign of brand loyalty. I further bought the shoes because they are fashionable and trendy, with unique styles and colors that showcases one’s personality. The social appeal of the product comes from their flashiness and elegance that makes everyone want to know what designer shoes they are. They provide a sense of recognition and reward. The social functions of the shoes are rooted deep in the original function of luxury goods, as they are designed to show distinction from others and to demonstrate the superiority of the consumers. Reference and membership groups that surround me, including family and friends have shaped my attitude or behavior in relation to the power of brands, particularly through sharing the brand’s marketing materials on social media platforms such as Facebook and Twitter. My reference groups provide me with a point of comparison regarding my lifestyle behaviors, and my consumer habits. My other reference group was the hip hop artists, who are always stylish and fashionable, who had a direct influence on my purchase decision through my aspiration of belonging to such a group and therefore, my purchase was aimed at looking the group.

Personal Influences and Consumer Behavior

          My personal influence included the desire for strong and long-lasting shoes. The shoe brand is made from the highest quality materials and innovative techniques that ensure durability. The store presentation was also appealing and product presentation lured customers into the boutique. My personality of a dominant, aggressive, and social person, encouraged me to purchase the shoes as they were a boost to my confidence and they would help in capturing and retaining attention to a group of people, particularly ladies. My purchase of luxury goods also emanates from my lifestyle and values of prioritizing the present moment and considering image and self-confidence as qualities that one cannot place a price on. The brand cultivates an image that attracts consumers, who are identified with the qualities of boldness, creativity, charisma, ambition, and curiosity.

...