The macro and micro marketing environmental factors plays major roles in influencing HSBC’s customer’s behavior and their buying decision-making process. These factors are divided into four main categories: cultural, social, personal and psychological.
The culture norms are standards that are established and define as a comprehensible way of acting or behaving by the society as a whole. These norms exert a powerful influence that guides the customer’s purchasing decisions. For instance, customers’ knows that they must seek and purchase needed goods instead of stealing them and honoring all contracts. These areas include making the agreed payment on a timely manner, complying with the product or service’s terms and conditions and register …show more content…
These trends of media include social media, mobile device apps, RSS feeds and podcasting. The rapid expansion of social networking websites, such as Facebook and Twitter is the most significant example of how media usage is changing. Customers use these sites as a platform of social exchange and also to obtain news and information. “App” video advertisements through smartphone and tablet computer applications are a new avenue in the advertisement industry. Marketers reach more advertising opportunities with making their programming available in formats suitable for streaming of videos to a small screen viewing on handheld devices. A popular interactive tool, known as a QR code allows consumers to retrieve additional information about the product or promotion through a smartphone. These Universal Product Code are commonly seen on the company’s business cards, brochures, coupons, print ads and TV spots. RSS feed and podcasting are other types of popular Internet information distribution technology used for …show more content…
One of the key functions of HSBC advertising campaign is to rationally and irrationally persuade customers to purchase their products or use their services. Rational persuasion is a prominent usage where the customer’s decisions are made through logical and fact-based arguments. Irrational persuasion occurs when customer’s demands are driven by their emotions and feelings towards the brand at the intuitive level. HSBC’s brand name is a storehouse of value. This branding is a pact between advertisers and customers, where customers are willing to pay the premium prices for their products and services because they trust the brand’s promise of a superior experiences and values that are not available elsewhere. The level of trust and promises are based and validated through the internal perceptions about the
The culture norms are standards that are established and define as a comprehensible way of acting or behaving by the society as a whole. These norms exert a powerful influence that guides the customer’s purchasing decisions. For instance, customers’ knows that they must seek and purchase needed goods instead of stealing them and honoring all contracts. These areas include making the agreed payment on a timely manner, complying with the product or service’s terms and conditions and register …show more content…
These trends of media include social media, mobile device apps, RSS feeds and podcasting. The rapid expansion of social networking websites, such as Facebook and Twitter is the most significant example of how media usage is changing. Customers use these sites as a platform of social exchange and also to obtain news and information. “App” video advertisements through smartphone and tablet computer applications are a new avenue in the advertisement industry. Marketers reach more advertising opportunities with making their programming available in formats suitable for streaming of videos to a small screen viewing on handheld devices. A popular interactive tool, known as a QR code allows consumers to retrieve additional information about the product or promotion through a smartphone. These Universal Product Code are commonly seen on the company’s business cards, brochures, coupons, print ads and TV spots. RSS feed and podcasting are other types of popular Internet information distribution technology used for …show more content…
One of the key functions of HSBC advertising campaign is to rationally and irrationally persuade customers to purchase their products or use their services. Rational persuasion is a prominent usage where the customer’s decisions are made through logical and fact-based arguments. Irrational persuasion occurs when customer’s demands are driven by their emotions and feelings towards the brand at the intuitive level. HSBC’s brand name is a storehouse of value. This branding is a pact between advertisers and customers, where customers are willing to pay the premium prices for their products and services because they trust the brand’s promise of a superior experiences and values that are not available elsewhere. The level of trust and promises are based and validated through the internal perceptions about the