Consumer Behavior Power Point for Sinclair Community College

Consumer Behavior Power Point

1. Consumer behavior – social influences Stephanie A. Wright-Lindemann Sinclair Community College 09 March 2025

2. Social Influence in Consumer Behavior Social influence refers to how others affect consumer decisions Can be direct (family, peers) or indirect (media, influencers) Shapes brand perception and purchase intent Includes compliance, identification, and internalization Trust mechanisms play a crucial role in decision-making

3. Key Social Influences Family – Early exposure shapes performances References Groups – Influence from groups we associate with Opinion Leader – Experts and influencers shaping behavior Subcultures – Smaller groups with distinct values Aspirational Groups – Groups people aspire to join

4. The Role of Family in Consumer Decisions Family is the primary agent of consumer socialization Consumers follow purchasing patterns learned from parents Family life cycle impacts spending habits Children influence household buying decisions Marketers target family – oriented messaging

5. Reference Groups and Consumers Influence Reference groups provide social cues for purchasing Can be formal (organizations) or informal (friends, peers) Influence brand perception and consumer trends Social media amplifies reference group influence Example: College students following peer fashion trends

6. Opinion Leaders and Celebrity Endorsements Opinion leaders influence purchasing decisions Can be celebrities, influencers, or industry experts Consumers trust recommendations from opinion leaders Social media enhances the power of endorsements Example: Steph Curry’s Under Armour Brand

7. Subcultures and Consumer Behavior Subcultures represent distinct groups within a society Example: African Americans, Hispanic Americans, Asian Americans Cultural values shape purchasing decisions Marketers must tailor strategies for diverse subcultures Example: Hispanic consumers prefer marketing in Spanish

8. Social Media Influence on Consumer Behavior Social media shapes consumer opinions and trends Electronics word-of-mouth is powerful Influencers create a brand trust and credibility Social media allows real-time brand interaction Example: TikTok trends driving product sales

9. The Role of Trust in Social Influence Trust is a key factor in social influence Consumers rely on trusted sources for decisions Brands must build creditability through transparency Negative trust impacts brand reputation Example: Nike’s brand trust drives customer loyalty

10. Conclusion Family, reference groups, and opinion leaders impact consumers Social influences shape purchasing decisions Social media plays a dominant role in modern marketing Trust and brand creditability are essential for success Marketers must adapt to evolving social dynamics

11. References Durmaz, Y., & Gündüz , G. (2021). A theoretical approach to social factors influencing consumer behavior. International Journal of Research-GRANTHAALAYAH, 9(11), 252-257. https://www.researchgate.net/publication/356934769_A_THEORETICAL_APPROACH_TO_SOCIAL_FACTORS_INFLUENCING_CONSUMER_BEHAVIOR Liang, S. Z., Xu, J. L., & Huang, E. (2024). Comprehensive analysis of the effect of social influence and brand image on purchase intention. Sage Open, 14(1), 21582440231218771. https://journals.sagepub.com/doi/full/10.1177/21582440231218771 OpenStax. (2023). 3.2 Factors That Influence Consumer Buying Behavior - Principles of Marketing | OpenStax. Openstax.org . https://openstax.org/books/principles-marketing/pages/3-2-factors-that-influence-consumer-buying-behavior Richardson, C. (2017). Consumer Behavior - Social Influences. Prezi.com . https://prezi.com/buen52lz-ai_/consumer-behavior-social-influences/?utm_campaign=share&utm_medium=copy