Evaluation of psychological and sociological variables influencing consumer behaviour.
Consumer behaviour is the study of consumers and the processes they use to choose, use (consume), and dispose of products and services. A more in-depth definition will also include how that process impacts the world. Consumer behaviour incorporates ideas from several sciences including psychology, biology, chemistry and economics. I will be looking at an example of both psychological and sociological factors that can have an effect on consumer behaviour, why they do so and what effects they have on consumers- both positive and negative. I will also look at theory’s that can support the variables that have been discussed.
Sociological factors are the ‘experiences that influence individuals’ personality, attitudes and lifestyle. And can include factors such as ‘Reference Groups, Immediate Family Members, Relatives, Role in the Society and opinion leaders. An example of a sociological factor is opinion leaders, they can have a major influence on consumer behaviour as we look up to these people for inspiration and motivation. ‘An Opinion Leader is an individual capable to repeatedly persuade and influence other people’s behaviours according to her/his own preferences. Opinion leadership is achieved and sustained through a person’s technical competence, social skills and compliance with the values and norms of his current social system.’ . Since the development of technology and the internet, ‘online influencers’ have become the new age celebrity and have influence over consumer behaviour through brand deals. ‘The media (influencer) injects the message into audience mind and it causes changes in audience behaviour and psyche towards the message. The audience are passive, and they can’t resist the media message is called “Hypodermic Needle Theory” ’For example, Tammy Hembrow, an Australian Instagram model, YouTuber and all-round internet famous mum, collaborated with the White Fox Boutique – an Australian brand- Tammy has over one million subscribers on YouTube and almost nine million followers on Instagram. As her audience sees her as a role model, they are likely to take influence from what she promotes and consume the brand’s products, brand deals like this are also likely to include money off or a percentage discount. Whit fox Boutique is likely to have asked Hembrow to collaborate with their brand as she is the type of customer they are targeting, and by doing so are exposed to her followers who look to her for inspiration.
The positives of this are that it allows consumers to indulge is brands that they can receive reviews from people they trust, however, it has been discussed that influences like Tammy are paid to give good reviews of a product and has led to people questioning whether to trust the reviews , consumers are also getting tired of seeing the same old repetitive style adverts that promote brands, they want different rules in the way influencers can advertise brands, this is a negative side and proves that the hypodermic needle theory has become outdated. Despite this it allows consumers to see the products they may potentially buy on the influencer, giving them often; a full view of a product, they can also be told whether they need to size up or down depending on the fit- overall influencing their behaviour and decisions. Opinion leaders are also a positive for a business as well if they gain a good relationship with the brand, the influencers are likely to promote their brand to the consumers on a day to day basis, tagging them in ‘ootd’ outfit of the day post, giving the brand promotion when tagged.
Factors such as opinion leaders and the hypodermic needle theory may also have some negatives for niche audiences and brands, as the smaller brands may not be able to afford to be sponsored by an opinion leader. Another downside of opinion leaders is that the way in which the promote brands they personally like means that the diversification of brands may not occur and the followers – a specific group of people- will buy into that specific brand, this controls their consumer behaviour. This theory was created in 1940- this theory may now be outdated- and the way in which we consume media may have changed since their theory was created. Even though the theory suggests that it changes the opinion and views of the audience the opinion of the opinion leader may be rejected, and the consumer’s behaviours may not change and may not have influence over their buying habits, their habits may be influenced by their age, gender, religion and all personal factors, making each customers reception individual.
However, this is not the only variable inflecting consumer behaviour, psychological factors also have an effect on consumer behaviour as well. ‘Psychological factors refer to thoughts, feelings and other cognitive characteristics that affect the attitude, behaviour and functions of the human mind.’ Psychological factors include factors such as perception, motivation and attitudes, these factors will all have an influence over whether a consumer buys into a brand and all in all affects their behaviour. The psychological factors can be influenced by experience or taught behaviour.
Perception is a major psychological factor that affects consumer behaviour, perception is the way in which we are viewed by others or the way in which we view ourselves. Perception can affect which brand a consumer will buy from, for example a consumer in which buys from Primark may feel as though they perceive themselves as less wealthy or valuable, however, a consumer that buys from high-end brands such as Gucci or Louis Vuitton may perceive themselves as more valuable as the brand is more expensive, reflecting on their wealth personality. This psychological factor of consumer behaviour is individual and will vary depending on consumer and brand. As well as self-perception; what brand a person buys into may also make them be perceived differently by other people, higher-end brands may reflect a richer, more valuable person whereas, someone who buys into lower-end brands such as Primark and H&M may be lower class. Morals – bother perceived and actual may also be affected by perception- Buying into brands such as Canada goose may lead other people to believe that they support the techniques that the company use to gain raw materials such as the fur, leading people to believe that this consumer has low morals as it supports the killing of animals for consumption.
How we are viewed by other people can have an effect on consumers’ needs and wants. Maslow hierarchical structuring believe that self-actualisation is the final point of fulfilment and by then, all needs should be met, and the consumer will be happy, this will have a positive effect on both consumer and business. The consumers need will be met through material products, giving them a sense of self-worth and belonging, it will also help them identify to a certain group of people, whether that be through the style of clothing or wearing a specific brand. Another positive is that the business will gain a loyal group of customers that will want to identify with their brand, reflecting their brand values. It is also a positive thing that the perception of a brand can also increase sales , with on-trend products- fulfilling consumer needs- comes an influx of sales, meaning that brand and businesses will gain capital. However perception may also be a negative factor influencing consumer behaviour, the trends and influxes that come from people wearing a brand to become part of a group or to reflect a certain image may then lead to a decrease in sales if the brand is no longer ‘on-trend’, this may be unexpected for a brand and may possibly lead to them having a sudden change in profits. ‘“Companies will need to fundamentally revisit their way of working a
nd transform themselves,” re-branding or remarking to maintain consumer loyalty, even after they are on trend can be expensive and take time’.
Overall, I think perception has the biggest influence on consumer behaviour, customers may want to portray a certain look or support a brands ethics. I think that in the retail landscape although opinion leader have some influence over what we buy and what brands we buy into, overall it’s the consumers choice whether or not to buy into a brand or trend, we have become powerful in what brands we wear and support, some consumers will buy into a brand just to follow a trend however, many consumers have their chosen brands that they are loyal too who may or may not be buying into trends such as leopard print or floral prints- now-days may consumers are likely to stray from their favourite brand, however they will always return to consume their products. Consumers may also subconsciously be buying into trends depending on what theory preferred brand puts in their stores. Perception plays a big part in peoples mental health, consumers reflect what they want to look like, what their ethics are, and not how and brand wants them to wear, fulfilling their needs and wants. I personally think that perception of a brand has more influence over what I wear, I take some notice of what opinion leaders have to say, however, do not base my purchases on someone else’s needs and wants, I focus on my own.
1541 words
Bibliography
- Consumer goods: big brands battle with the ‘little guys’ Scheherazade Daneshkhu, 28/02/18 04:01am, The Financial Times, https://www.ft.com/content/4aa58b22-1a81-11e8-aaca-4574d7dabfb6 DA(04/12/18)
- CLOTHING/SWIMSUIT HAUL | White Fox Boutique, Tammy Hembrow, 15 Nov 2018, Youtube.com https://www.youtube.com/watch?v=Iry7eGZfNNQ DA(05/12/18)
- Good one to know!, (author unknown) (publish date unknown) businessdictionary.com http://www.businessdictionary.com/definition/social-factor.html DA (04/12/18)
- Magic Bullet Or Hypodermic Needle Theory Of Communication (author unknown) (publish date unknown), communication theory, https://www.communicationtheory.org/magic-bullet-or-hypodermic-needle-theory-of-communication/ DA(04/12/18)
- Millennials And The ‘Reverse Branding’ Trend (author unknown) Josh Ong, Dec 6, 2017, 09:00am, , Forbes, https://www.forbes.com/sites/forbescommunicationscouncil/2017/12/06/millennials-and-the-reverse-branding-trend/#5c75547a4896 (DA-04/12/18)
- People are getting sick of ‘repetitive’ influencer posts and 49% want stricter rules on ads Rebecca Stewart 02 August 2018 13:24pm, The Drum, https://www.thedrum.com/news/2018/08/02/people-are-getting-sick-repetitive-influencer-posts-and-49-want-stricter-rules-ads DA(04/12/18)
- Social factors affecting consumer behaviour, Prachi Juneja, (publish date unknown), managementstudyguide.com, https://www.managementstudyguide.com/social-factors-affecting-consumer-behaviour.htm DA(04/12/18)
- What Are Psychological Factors?, (author unknown) (publish date unknown) Reference, https://www.reference.com/world-view/psychological-factors-1a0d49d475ccbf16 (DA-04/12/18)
- What is an opinion leader? definition and meaning, ©2013 Brief, (publish date unknown), Mbabreif.com, http://www.mbabrief.com/what_is_opinion_leader.asp DA(04/12/18)