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Understanding the Consumer: The Influence of the Reference Groups on the Purchasing Behaviour of the Individual
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Consumers become more selective regarding the information, which influences them whether to make the positive purchasing decisions or negative. Additionally, they pay a lot of attention to the opinions of the important others, and are influenced by their closest reference groups. Therefore, in order to establish a product or brand in people’s minds, marketers need to be more creative in developing their advertisements and campaigns.
According to McCracken (1989, cited by Escalas and Bettman, p 379), “the meaning and value of a brand is not just its ability to express the self, but also its role in helping consumers create and build their self-identities”. This definition leads to the practical implications for marketers. In the development of their communications with consumers it is important to create socially pleasant situations, which can be achieved by the use of influential and attractive people. In contrast, providing the socially unpleasant examples can help to create the disassociation of consumers with brands of the competitors.
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- Understanding the Consumer: The Influence of the Reference Groups on the Purchasing Behaviour of the Individual
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