Module- MOD007199
SID- 2030116
Introduction:
This assignment will evaluate the consumer decision making process and how it is affected
by the different sociological factors, these being social classes/roles, family and reference
groups. As well as this, an analysis of the psychological drivers in consumer behaviour will
also be provided, with the use of appropriate models to support the argument.
5 stage model of the consumer decision making process:
The model above divides the consumer buying process into five stages, which helps
companies understand and predict consumer behaviour.
Need recognition involves the consumer realising that there is a need to be satisfied, in many
cases, marketing is what leads customers to believe so by making a product seem
irreplaceable. (Stankevich, 2016) Through advertisement and promotions (or a , the consumer
will realise there is an unsatisfied need to fulfil and therefore they begin to search for an
appropriate product. The company here will select a demographic and target them by
developing a product that meets their needs. An example of this stage would be an individual
realising they need a car after passing their driving test, this need emerged and therefore
needs to be fulfilled.
Information search is done internally through memories and past experiences. It can also be
done externally through recommendations and public sources. The customer searches for
information about the product and its potential substitutes. (Stankevich, 2016) The more
expensive the product, the longer this stage normally is. In this stage, the company must
provide a description of the product with relevant information and advertise its competitive
advantages. The individual in this case would look for different models and cost ranges,
taking into account their personal requirements, recommendations given and past experiences
with brands related with the product desired.
Evaluation of alternatives is often an emotional stage, where customers mostly look for past
experiences and evaluate their need (“would this product really be necessary”?). (Stankevich,
2016) The customer has already gathered all the information needed and they compare it
among all products analysed to conclude which is the most appropriate. In this stage the
company must effectively advertise the product’s competitive advantages and use
advertisement to motivate the customer to complete the purchase. In this stage the individual
would evaluate which car would be best to buy according to their needs and any other options
available to them.
Purchase involves the consumer buying the selected product. The company must provide
quality service to ensure the comfort of the consumer. As well as this, in this stage the
company will attempt to get the customer to return, through offers/discounts,promotions. The
individual would not only purchase a selected car, they would also receive warranty and a
keychain (added value).
If all those stages are successful, the customer will be satisfied with the company and is likely
to return, which builds a connection between the brand and customer, building consumer
loyalty. (Stankevich, 2016) They are also likely to recommend the product/company to their
1
, Module- MOD007199
SID- 2030116
reference groups as well as showing off their purchase on social media. In this stage the
individual would review the company positively and recommend it.
Sociological drivers of consumer behaviour:
In the study of consumption, sociology looks at how the consumer’s purchase habits are often
influenced through the social environment they are exposed to. Sociology looks at
consumption and its relationship between role/status in society, family and reference groups.
A person's role in society involves their position in their family, club and organisations, for
example, a woman can be a daughter, a wife and a manager at their work, all these roles carry
responsibilities and expectations and they affect the woman’s buying behaviour as people will
choose brands that share the same messages as they do as they become more attached to those
brands.
Family impacts individuals’ status and consumption behaviour. Family is responsible for the
school they attended, the social environment they were exposed to, the financial resources
available to them throughout their lives which will ultimately help them into better education
and profession. Family also influences the individual’s norms, principles and beliefs as well
as their culture and religion. The needs of an individual are often passed down through the
families which makes it a direct influence in the individual’s buying behaviour. (Rzaei, 2010)
Reference groups involve anyone that might influence the individual’s opinions and beliefs,
which will ultimately affect their buying behaviours. This can be done due to the groups’
skill, personality and any other traits. Individuals will often change or reshape their beliefs,
preferences and norms in order to fit in or connect with their reference groups, which
ultimately impacts their consumption behaviour as they might buy a product that they would
not normally buy in order to seem more relatable or appealing to others. (Mirzaei and Ruzdar,
2010)
How sociological drivers affect customers through the stages of CDP:
The social drivers above affect consumer behaviour because they change the individual’s
perception of brands and products as well as influencing the individual’s needs. This section
of the assignment will analyse how social class affects consumers through the stages of the
buying process.
A need is recognised in the first stage, for example, a student needs a laptop for university.
The main motive for the need is the current lack of school material, which is leading the
consumer to desire the product.
During the information stage, the student begins to search for the most appropriate laptop,
considering their needs, for example if the student travels often, they will require a smaller
laptop for mobility purposes. A student of the upper class would search for a product in stores
such as John Lewis (high price/high quality), a student in the working class would look in
stores such as Curry’s (price flexible) and a student of the lower class would potentially look
for cheaper alternatives, such as buying second hand. The needs would also change between
social classes, while someone of the upper class could be looking for a laptop for school,
research and gaming, the working class would only look for school and research and the
lower class would look for a laptop that is good enough for school.
2
SID- 2030116
Introduction:
This assignment will evaluate the consumer decision making process and how it is affected
by the different sociological factors, these being social classes/roles, family and reference
groups. As well as this, an analysis of the psychological drivers in consumer behaviour will
also be provided, with the use of appropriate models to support the argument.
5 stage model of the consumer decision making process:
The model above divides the consumer buying process into five stages, which helps
companies understand and predict consumer behaviour.
Need recognition involves the consumer realising that there is a need to be satisfied, in many
cases, marketing is what leads customers to believe so by making a product seem
irreplaceable. (Stankevich, 2016) Through advertisement and promotions (or a , the consumer
will realise there is an unsatisfied need to fulfil and therefore they begin to search for an
appropriate product. The company here will select a demographic and target them by
developing a product that meets their needs. An example of this stage would be an individual
realising they need a car after passing their driving test, this need emerged and therefore
needs to be fulfilled.
Information search is done internally through memories and past experiences. It can also be
done externally through recommendations and public sources. The customer searches for
information about the product and its potential substitutes. (Stankevich, 2016) The more
expensive the product, the longer this stage normally is. In this stage, the company must
provide a description of the product with relevant information and advertise its competitive
advantages. The individual in this case would look for different models and cost ranges,
taking into account their personal requirements, recommendations given and past experiences
with brands related with the product desired.
Evaluation of alternatives is often an emotional stage, where customers mostly look for past
experiences and evaluate their need (“would this product really be necessary”?). (Stankevich,
2016) The customer has already gathered all the information needed and they compare it
among all products analysed to conclude which is the most appropriate. In this stage the
company must effectively advertise the product’s competitive advantages and use
advertisement to motivate the customer to complete the purchase. In this stage the individual
would evaluate which car would be best to buy according to their needs and any other options
available to them.
Purchase involves the consumer buying the selected product. The company must provide
quality service to ensure the comfort of the consumer. As well as this, in this stage the
company will attempt to get the customer to return, through offers/discounts,promotions. The
individual would not only purchase a selected car, they would also receive warranty and a
keychain (added value).
If all those stages are successful, the customer will be satisfied with the company and is likely
to return, which builds a connection between the brand and customer, building consumer
loyalty. (Stankevich, 2016) They are also likely to recommend the product/company to their
1
, Module- MOD007199
SID- 2030116
reference groups as well as showing off their purchase on social media. In this stage the
individual would review the company positively and recommend it.
Sociological drivers of consumer behaviour:
In the study of consumption, sociology looks at how the consumer’s purchase habits are often
influenced through the social environment they are exposed to. Sociology looks at
consumption and its relationship between role/status in society, family and reference groups.
A person's role in society involves their position in their family, club and organisations, for
example, a woman can be a daughter, a wife and a manager at their work, all these roles carry
responsibilities and expectations and they affect the woman’s buying behaviour as people will
choose brands that share the same messages as they do as they become more attached to those
brands.
Family impacts individuals’ status and consumption behaviour. Family is responsible for the
school they attended, the social environment they were exposed to, the financial resources
available to them throughout their lives which will ultimately help them into better education
and profession. Family also influences the individual’s norms, principles and beliefs as well
as their culture and religion. The needs of an individual are often passed down through the
families which makes it a direct influence in the individual’s buying behaviour. (Rzaei, 2010)
Reference groups involve anyone that might influence the individual’s opinions and beliefs,
which will ultimately affect their buying behaviours. This can be done due to the groups’
skill, personality and any other traits. Individuals will often change or reshape their beliefs,
preferences and norms in order to fit in or connect with their reference groups, which
ultimately impacts their consumption behaviour as they might buy a product that they would
not normally buy in order to seem more relatable or appealing to others. (Mirzaei and Ruzdar,
2010)
How sociological drivers affect customers through the stages of CDP:
The social drivers above affect consumer behaviour because they change the individual’s
perception of brands and products as well as influencing the individual’s needs. This section
of the assignment will analyse how social class affects consumers through the stages of the
buying process.
A need is recognised in the first stage, for example, a student needs a laptop for university.
The main motive for the need is the current lack of school material, which is leading the
consumer to desire the product.
During the information stage, the student begins to search for the most appropriate laptop,
considering their needs, for example if the student travels often, they will require a smaller
laptop for mobility purposes. A student of the upper class would search for a product in stores
such as John Lewis (high price/high quality), a student in the working class would look in
stores such as Curry’s (price flexible) and a student of the lower class would potentially look
for cheaper alternatives, such as buying second hand. The needs would also change between
social classes, while someone of the upper class could be looking for a laptop for school,
research and gaming, the working class would only look for school and research and the
lower class would look for a laptop that is good enough for school.
2
