Question

What kinds of marketing and sociocultural inputs would influence the purchase of (i) an iPhone and (ii) a Dutch Lady low-fat milk. Explain and illustrate your answers with examples.

10 marks consumer behavior quesiton

Answer 1

Marketing inputs can be said as a specialist marketing communications consultancy focused on enhancing every aspect of your business. Marketing inputs help an organization reach its target customers through the marketing mix, price skimming, offering unique products, guarantees, and packaging, personal selling, direct marketing, etc.

Socio culture inputs are said to be immediate physical and social setting in which people live or in which something happens or develops.It can be said as the culture in which an individual was educated or lives in, and the people and institutions with whom they interact.Hence social culture impact is reflections of individuals beliefs which they have acquired through customs, practices, and behavior around them or in which they have grown into.

Factors affecting iPhone purchase:

Marketing input:

Apple successfully created a lucrative product family that enabled its entry into the crowded mobile phone market.It has created its niche. Apple offers Unique product with every launch and that is it's USP .The innovative factor is the single thing on which iPhone captures it's market.iPhone has established its personal online as well as offline presence.

Socio culture inputs:

Customer decision making of a customer is also influenced by actors such as social, personal and psychological.Lifestyle, economic situation, occupation, age, personality and self concept all influence the purchase decision of a customer.iPhone purchase is influenced by peer influence,consumer buys the handset because everyone else is getting it and talking about it.Lifestyle of a person has a great influence on purchasing this product. Buying roles change with change in consumer lifestyles and iPhone is perceived as a high class lifestyle.We can also say iPhone is purchase is also seen as status symbol and hence being purchased.iPhone has apparently become a lifestyle.

ii)Dutch lady Low fat milk:This is a Malaysian dairy brand.It is the leader in the quality dairy products.

Marketing inputs:Since its a very basic product hence it uses marketing mix to promote its product.Product is said to marketed as   physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs.They project the product as ultimate customer product.They positioned their product with high Nutritional value to its customer and also position itself with packaging as they use biodegradable and recyclable materials to respond to customer preferences which also help it to become cost-effective.Dutch lady is using psychological pricing like odd pricing to market its product.It even uses discount strategies like trade discount to the retailers and wholesalers in order to promote their product.Dutch lady even uses advertisement to promote their product and influence its target market.

sociocultural inputs:

Dutch lady is a market leader.People uses their diversified product .The environmental factor plays an important role in purchase of this product Here environmental factor implies relatives, neighbors, surroundings, the impact of advertisement.Low-cost product is another important factor influencing its purchase.People now a days prefer to use environmental-friendly product and the packaging used by Dutch Lady is bio-degradable hence it create psychological impact on the customers.

They use penetration strategy, psychological strategy, promotional strategy and discount strategy all together impact the purchasing decision of the customer.