Assignment 1 Buying Behaviour

1 Buying Behaviour Assignment 1 Your Requirements ?ESSAY format and style – 2500 words ?ESSAY – to draw on a wide range of sources ?Analysis rather than description ?Use of Harvard System ?Good match with citations & bibliography 2 http://www.bolton.ac.uk/bissto/Assignment Task Describe a recent purchase you have made and outline and critically evaluate how this purchase decision may have been influenced by social and cultural factors 3 Therefore… What would be an appropriate structure for your essay? Essay Structure…? ?Introduction –To what you are going to write about… ?Main Body –Introduction to actual purchase? –Description of social and cultural factors? –Link with purchase and theory ?Conclusion 4 Essay Structure…? ?Introduction The purpose of this essay is to describe a recent purchase the author has made and outline and critically evaluate how this purchase decision may have/was influenced by social and cultural factors Factors Influencing Consumer Behaviour 5 Your requirement… ?Task: to obtain knowledge of: ?Cultural –Culture –Subculture –Social Class ?Social –Reference Groups –Family –Roles and Status Your requirement… Then link to your purchase 6 What is Culture? …the fundamental determinant of a person’s wants and behaviours acquired through socialization processes with family and other key institutions For example… ?A child growing up in America is exposed to the following values: ?Achievement and success ?Activity , efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness… ?An Asian child? 7 Subcultures ?A subculture is a group within the wider community that has a unique set of characteristics, motivations and patterns of behaviour ?This includes: –Different ethnic groups and communities –The youth market –Baby boomers and the ageing market ?There are numerous marketing opportunities appealing to different subcultures within the wider community Subcultures…