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 …show more content…
“The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group.” (Kotler & Keller, 2016, p. 182). Google Chromecast embodies family friendly usage and entertainment. Essentially, television “plays a central role in our homes, bringing friends and family together by providing a common reference point for live, on-demand and interactive media” (McGill, Williamson, & Bewster, 2015, p. 743). “Family time” is increasingly important to the 21 century family unit which contributes to the demand for family friendly platforms for entertainment. Google Chromecast and other media streaming platforms are more often procured by reference groups including family and friends. (McGill, Williamson, & Bewster, …show more content…
Motivation responds to what you need at that moment, and if you can convince consumers that your product or service meets one of their motivational drives, you can convince them to buy what you are selling (Mott, 2016). Google Chromecast has to satisfy the needs of a person in order to convince the consumer to buy the product. Herzberg’s defines five satisfiers and in order to convince a consumer to buy Google Chromecast, one of those satisfiers needs to be met. Perception is a psychological factor that describes how the consumer perceives this product once the motivation has been created. Consumers have to perceive Google Chromecast in a way that can be beneficial for them without causing too much of a
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 …show more content…
“The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group.” (Kotler & Keller, 2016, p. 182). Google Chromecast embodies family friendly usage and entertainment. Essentially, television “plays a central role in our homes, bringing friends and family together by providing a common reference point for live, on-demand and interactive media” (McGill, Williamson, & Bewster, 2015, p. 743). “Family time” is increasingly important to the 21 century family unit which contributes to the demand for family friendly platforms for entertainment. Google Chromecast and other media streaming platforms are more often procured by reference groups including family and friends. (McGill, Williamson, & Bewster, …show more content…
Motivation responds to what you need at that moment, and if you can convince consumers that your product or service meets one of their motivational drives, you can convince them to buy what you are selling (Mott, 2016). Google Chromecast has to satisfy the needs of a person in order to convince the consumer to buy the product. Herzberg’s defines five satisfiers and in order to convince a consumer to buy Google Chromecast, one of those satisfiers needs to be met. Perception is a psychological factor that describes how the consumer perceives this product once the motivation has been created. Consumers have to perceive Google Chromecast in a way that can be beneficial for them without causing too much of a