Strategic Marketing Managment Essays

749 Words Apr 6th, 2014 3 Pages
BUSI 520
TASK: Individual Submission Week 3

Cultural factors have a major influence in what merchandise consumers purchases. In order to understand this clearer, one needs to take a closer look at the definition of culture. According to Kotler and Keller (2012), “Culture is the fundamental determinant of a person’s wants and behavior”. In other words, culture is the deciding factor that guides the choices of the consumer. One product which many consumers purchase is the iPad. Sales, of this advanced version of a tablet computer, are steadily increasing. According to Bray, Palazzolo and Sherr from (2013), the iPhone and iPad are in fact the two top selling products of the Apple
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There is no need to use a browser if you have an app. The iPad has changed this method of approach and subsequently our pattern of thinking. FAMILY: A SOCIAL FACTOR
There are many social factors that influence whether consumers purchase the iPad or not. The family falls into that category. Needs are a major component within the structure of a family. Needs are part of every culture, the American culture is not excluded. Specifically, Social needs are identified as level three in Maslow’s Hierarchy (Kotler and Keller 2012). Conveniently, the iPad has been a proponent of these needs. One may ask, how does this tablet made by Apple, meet Social needs? The answer is in one word – connection. Facebook, and other websites, provide the means to connect with friends. The iPad is the link that fulfills the social void instantaneously.
The social factor can be understood better with the following scenario. A teenager regularly uses her dad’s iPad to check her social media page. For this reason, her dad cannot get any of his school work done. He buys her an iPad for her birthday. Social factors, as demonstrated in this situation, easily influence consumer purchasing. Additionally, the turning point of influence within the social culture was articulated by Stone (2011) in Business Week who stated that, “Apple forever changed the way people communicate, entertain themselves, even the way they absorb information. Here’s a

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