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37 views1 page

Script Vid 3, Chap 5

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23005636
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Another characteristic that influences consumer behavior is the social factor. And this factor includes 3 parts.

The first one is group and social networks. A group includes two or more people who interact to accomplish their goals.
This group is divided into 3 kinds.

- Membership group: have a direct influence.


- Reference group: serve direct or indirect points of comparison or reference in forming a person’s attitude or
behavior.
- Aspirational group: to which the individual wishes to belong.

Marketers now try to identify the reference group for their target market. For example, Dior – the luxury brand, invited
Jisoo, member of a famous girl group to become the global ambassador. Through this collaboration, Dior recorded the
highest revenue ever and in 2022, Dior also raised the price of different items twice. Yet, all these items were still sold
out thanks to the influence of Jisoo. So we can see that by associating their products with these aspirational groups, the
luxury brands can create a sense of exclusivity, excellence, and prestige for their customers, because these celebrities
have much impact on the other desires and emotions.

Within social networks, word-of-mouth influence also impacts on consumer behavior. People tend to be affected by the
personal words and recommendations of trusted friends, family, and other consumers rather than those from
advertisements. Taking advantage of this influence, marketers try to reach opinion leaders, or we can call them
influentials or leading adopters who are in a reference group and exert social influence on others thanks to their
outstanding skills or knowledge. Sometimes, to approach their customers, marketers need to build up buzz marketing
which includes enlisting or even creating their own opinion leaders to promote their products.

Another type of social interaction is online social networks. These are online communities where people socialize or
exchange information and opinions, ranging from blogs, message boards, media sites to shopping sites. Marketers are
working to use the power of these new social networks to promote their products and build closer customer
relationships.

Another part of the social factor is family. The family is the most important buyer organization in society. Currently, there
is a shifting role in the family, especially husband-wife involvement. Therefore, marketers need to change their customer
market to the opposite gender. For instance, Bobby Diaper created a short video to promote their products with their
new customer target - fathers because the role in family nowadays has changed. Fathers can do more housework and
mothers tend to go out for work more. And children also have a strong influence on family buying decisions, especially
when they grow up.

And the last part of the social factor is roles and status. A role consists of the activities people are expected to perform by
surrounding people. Each role carries a status reflecting the general esteem given to it by society. People usually choose
products that reflect their roles and status. By identifying consumers’ roles and status in society, marketers will be able to
satisfy them and build a profitable relationship with their customers.

- Dwivedi, C. (2023). Dior Marketing Strategy: Redefining Luxury. https://thestrategystory.com/2023/05/28/dior-


marketing-strategy/
- Qazzafi, S. (2020). Factor Affecting Consumer Buying Behavior: A Conceptual Study. International Journal for
Scientific Research & Development; Vol. 8, Issue 2 (2020)

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