International Marketing

Submitted by: Villanea, Marlon G.

Submitted to: Prof. Velasco
Module: 7

What are the major psychological and social factors which influence consumer behavior?

Family - A family functions more efficiently when its members specialize in the roles, they are
most comfortable with or are capable of performing better than other family members. A
marketer must determine the kind of decision making that is relevant to the product. Once that
fact is known, the marketer can direct promotional effort toward the party making the
purchase decision.
• Motivation - Motivation is fundamental in initiating consumer behavior. Motivation may be
viewed as a drive that is directed by a motive formed in relation to a particular goal. Once the
motive–drive relationship is developed, the consumer initiates some form of motivated
behavior to satisfy a previously recognized need.
• Learning - Motives, cultural norms, and consumption habits are all learned. Therefore, a
marketer should understand the learning process. Learning is a change in behavior that occurs
over time relative to a given set of external stimulus condition.
• Personality - Personality study has long been a subject of interest to marketers due to the
assumption that product purchases are an extension of a consumer’s personality.
• Psychographics - psychographics, also known as lifestyle or AIO (activities, interests, and
opinions) study. Psychographics is a quantitative analysis of consumers’ lifestyles and activities
with the purpose of relating these variables to buying behavior.
• Perception - To learn, a person must perceive. Perception goes beyond sensation by providing
meaning to sensory stimulations. It is the process of interpreting nervous impulses or stimuli
received that the brain must organize and give meaning through cognitive interpretations
• Attitude - Attitude is the learned tendency to respond to an object in a consistently favorable
or unfavorable way. Attitude is a complex and multidimensional concept. It consists of three
components: cognition, affect, and conation (behavioral intention). It is important for a
marketer to distinguish between private and public attitudes, because an expressed public
attitude can differ widely from a private attitude, especially when the private attitude
contradicts the society’s cultural norms.
• Social class - Social class implies inequality. Many societies see nothing wrong with the
existence of a social hierarchy. Social class has a great deal of relevance for marketing
strategies. It influences store selection, product selection, media selection, advertising appeal
selection, and sales promotion selection
• Group - The relevance and strength of influence of a reference group is not constant across
product categories. Its influence is determined in part by the conspicuousness of the product in
question. A product can be conspicuous in two ways: by having the qualities of visibility and by
standing out. The more the product is visible and stands out, the more conspicuous it becomes.
Product conspicuousness allows a reference group to operate in exerting its influence on
consumer behavior.

Describe the relationship between consumer ethnocentrism and consumer attitude toward
foreign products.
There is a connection between customer ethnocentrism and buyer disposition toward
unfamiliar items (when there is no homegrown other option). As per one investigation, buyers
with significant degrees of purchaser ethnocentrism embrace more ideal perspectives toward
items from socially comparative nations when contrasted with items from socially divergent
nations.

What is/are the most relevant factor/s in motivating consumer to purchase a product?
1. Economic Factor
The most significant and first on this rundown is the Economic Factor. This one is the primary
establishment of any buying choice. The explanation is basic individuals can't accept what they
can't manage. The need of an item additionally doesn't assume a part here, yet the most
significant thing is reasonableness.
2. Functional Factor
The factor is totally about needs, backed by a logic that what makes sense and also fits in the best
interest of the customer. This one factor also plays a very important role in the buying decision.

3. Marketing Mix Factors

There are 4 parts in the advertising blend, for example item, estimating, advancement and spot
of appropriation and every one of these parts in a roundabout way affect the purchasing
interaction of the customers. The shoppers consider different things like the attributes of the
item, cost charged, accessibility of the item at the required area and substantially more.
4. Personal Factors
The personal factors include age, occupation, lifestyle, social and economic status and the gender of the
consumer. These factors can individually or collectively affect the buying decisions of the consumers.

5. Psychological Factor
With regards to the mental components there are 4 significant things influencing the shopper
purchasing conduct, for example insight, inspiration, learning, convictions and perspectives.
6. Social Factors
Social elements incorporate reference gatherings, family, and societal position. These elements
also influence the purchasing conduct of the buyer. These components thusly mirror an
unending and fiery inflow through which individuals learn various estimations of utilization.

7. Cultural Factors
Cultural variables impact a buyer's buying choice cycle. Since every individual life in a perplexing
social and social climate, the sorts of items or administrations they plan to utilize can be
straightforwardly or in a roundabout way be impacted by the in general social setting in which
they live and develop. These Cultural elements incorporate race also, religion, custom, standing
and virtues.