SOCIAL INFLUENCES ON CONSUMER BEHAVIOR
Hello there!
hope everyone isn’t too caught up yet studying for midterms and completing assignments already, as a stress reliever, we should all take some time out of the day and come here to read lots of interesting marketing blogs!
Well, i’m here today to talk little about what i found about consumer behavior. In a consumer’s mind, there are always factors that will influence their decision when purchasing a certain item. To me, i think social influences, especially family influences, does a lot to a consumer’s decision.
Here is a unqiue packaging of a type of candy. It is a very popular Asian snack containing Blackcurrant flavoured soft chewing candy- named “FRUTIPS”. I spefically chose this item because i believe the packing draws the attention of both the consumer and the customer (if they are not the same person)
As Tamar said in class, the person buying a product ( the customer) may very well NOT BE the person who is using the product (the consumer). In this case, the customer may be the parents of the consumer, who would be their children. Tamar also mentioned that the USER of the product may greatly influence the BUYER’s decision making. I believe both these points closely relates to this simple jar of Frutips!
Lets quickly highlight the possible family’s ‘buying decision’ on this candy, assuming a child is asking their parents to purchase this product.
- INITIATOR – child
- INFLUENCER – child ( or child’s friends)
- DECIDER – parents
- BUYER – parents
- USER – child
We can see the ultimate buyer and decider both belongs to the child’s parents because they would be the ones purchasing the item. However, we see the user would be the person consuming the product, which is the child.
I can see this is a well thought out marketing packaging. in which it first draws the attention of the consumer and later, receives the ‘nod’ from the customer.
Ways it makes the USER want it:
- Solely its packing is attention seeking in which the name of the candy is bolded and ‘kid-oriented’ fonts
- the user can’t forget the taste of the candy
- possibly, the snack sets fame and popularity amoung the user’s social group
What will influence the BUYER to buy it:
- the labeling on the package which provides all nutritional facts
- the packaging includes many “healthy” ingredients and says “4x as much juice”
- The most important component is the user being able to influence the buyer!
All in all, i believe that Frutips has done a very good marketing strategy!!
Now, lets see you influence your parents on something bigger, on something more exciting!