Essay on Factors That Influence Consumer Behavior

1220 Words May 12th, 2016 null Page
The Consumer Market Consumer buying behaviors are an essential topic for marketers to understand in order to succeed in their endeavors. A marketer must understand “how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experience to satisfy their needs and wants.” (Kotler & Keller, 2016, p. 179). Many factors influence consumer behavior in the consumer market including cultural, social, and personal factors.
Cultural Factors Today’s American cultural ideologies consist of achievement, success, activity, efficiency, practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness (Kotler & Keller, 2016). Within the media industry the cultural factors that influence consumer behavior are efficiency, practicality, and activity.
The stylistic cordless design of Google Chromecast exemplifies the cultural factor of efficiency. “Cord Cutters, or entertainment consumers who no longer use traditional cable or satellite outlets as content suppliers, now make up over 13% of all consumers under age thirty-five” (Halsey, Pfaff, & Hendrickson, 2015). Halsey, Pfaff and Hendrickson (2015) describe this trend of cordless devices as an increasingly popular characteristic of technological platforms. Google Chromecast exemplifies this trend of efficiency which will become a more sought after feature in media connectivity.
Practicality is also a cultural factor Google Chromecast embodies…

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