Cultural concepts;
They originate from different cultures backgrounds or environments where they originate from. They include;
Culture: It is important in understanding the needs of the society. An individual’s decisions can be dictated by their family, friends, cultural environment or even the society that will show them on the values held. It is thus important to understand people’s culture before selling a product to them.
Applications of culture: Cultural environment is portrayed in the video through the ocean where people tend to dress in a particular way while staying next to an ocean or lake. This culture is upheld in most places since people tend to dress lesser (example, short and shirt, or short dresses) when they are closer to large water bodies.
Sub-cultures: Sub-cultures include religions, nationalities, ethnic groups, age groups, gender among others. All the sub cultures affect the consumer behavior. People from different regions have a different preference for some products and services. Subcultures are thus important when determining the type of market to which products will be sold.
Applications of sub-cultures: The rider on the motorcycle portrays a subculture that is common with pop artists. The subculture is seen through his shades, riding on a motorcycle, and a modern pop wear.
Social classes: This is the ranking of individuals according to their social hierarchy. The three general categories of social classes include; upper class, middle class, and lower class. People from different social backgrounds tend to have different consumption habits and patterns. Applications of social class: Social class is again portrayed by the armed forces personnel. In the video, the highly ranked officer is driven in a land rover defender and must have come from the low flying jet. This shows that the officer with a rank is considered more powerful thus given a high powered car to be drive in. this will consequently affect decisions made with regards to what type of things the person buys.
Cultural trends: These are the trends that are majorly powered by the popular celebrities thus copied by people all over the world. The cultural trends tend to change the shopping habits of individuals especially while considering the innovativeness of the brands.
Applications of cultural trends: Cultural trends are portrayed in the video by the dancers to the music. The dancers are dressed in tuxedos which are a cultural trend for people of all age groups.
Social concepts;
Preference groups: Preference groups refer to the social groups that an individual belongs to. These can depend on the type of work, where they go to school, where they live or even their hobbies and leisure activities. The groups influence the type of fashion, consumer-electronics and even foods that individuals buy. Preference groups are strong at influencing individuals who had a different consumer behavior.
Applications of preference groups: According to the video, at the beginning, the three girls walked in a group dressed in a similar fashion. Their dressing shows aspects of preference groups in fashion choices made.
Family: Family is the most influencing factor to an individual’s consumer behavior. A family forms an environment that helps a person grow with a particular type of consumption patter. At the same time, family shapes a person’s mind to ideas relating to politics, religion, and society among others. People tend to keep the family trends that were instilled in them while still at a young age.
Application of family trends: The use of family in this video is not widely seen. However, family can be interpreted in terms of the groups available in this video. For example, the ladies walked in a group which they seem to have been in for a long time. The group and their values have taught them on ways to reach to situations and what to prefer.
Roles and Statuses: These refer to the social role or position that a person has been given at their place of work, family or school. Social role affects an individual’s consumer behavior and purchasing decisions.
Application of roles and statuses: At the beginning of the video, a person who seems to hold a high rank position in the defense forces appears dressed in a white uniform and a cap. The person plays the role of a leader in the society from the way he is dressed and driven around and respected by colleagues.
Personal concept;
Age and Life cycle stage: Consumers change their tastes and preferences with age. Young people like some type of products that tend to make them fashionable whereas after growing, the trends will change as the social age grows. Older people are likely to consume diet conscious meals whereas younger people like to consume food products that keep the good taste. Age will also determine where a person lives, the type of car the person drives and the type of clothing they wear.
Applications of age and life cycle stage: The video depicts how aggressive a person would be at the young age which means at an older age, the person would not be able to do the same activities. As a result, their consumer behavior also changes. For example, weight lifting.
Occupation: A person’s occupation determines their purchasing power of products. Products are only purchased by people who can afford them. This differs from social class since in social class, people look at the social value attached to the product. In other words, product can have a high social status at the same time cheap in some places while expensive in others depending on the inhabitants.
Applications of occupation: The video has shown different aspects of occupations. The military soldiers dress differently from the musicians and local people doing their own businesses. A person’s occupation thus shows how they would consume certain products.
Lifestyle: A person’s lifestyle involves all activities that will happen in their life. Every day’s activities of a person will determine the type of consumer behavior a person will be engaged in. if a person is used to driving to work daily, it is likely that the person will consume fuel, car tires, among others.
Application of lifestyle: The lifestyle aspect is seen through the rider who uses the gym because he needs to keep fit. His lifestyle thus drugs him towards fitness activities which further influence the consumer patterns.
Personality and self-concept: These are sets of traits and characteristics of a given person. Some people like to be associated with creativity while others advancements in technology. Consumers thus do not buy products just because others are buying but because they want their products to represent their image in general.
Applications of personality and self-concept: Personality in the video is shown through the military leader. The leader has a leadership and power self-concept thus would consume products associated with command and power. For example, he uses a land rover defender to move around showing that he is unstoppable since the car can move on both rough and smooth terrain.
Economic circumstances: The economic circumstances of a person depend on the national institutions regulation money and cash flows. The economic circumstances include inflation, rise in interest rates or rise in the exchange rates. These circumstances all change the consumer behavior of individuals.
Application of economic circumstances: The entire video shows that there is a high circulation of money in the area from the activities that take place. As a result of this economic situation, it is possible to increase consumer expenditure in the area.
Consumer credit: This is the availability of the credit cards that ease the purchase of goods. Consumer credit stimulates individuals towards the purchase of goods due to the ease of payment that it comes with.
Application of consumer credit: From the video, credit cards are not applied. However, we see the importance since the people trading would not have to make use of cash.
Psychological concepts;
Motivation: this is the drive to the consumers to increase their purchasing power. Motivation to consume could be as a result of numerous things some of them being group pressure. Motivation expresses the need of a person to purchase a particular product just to make them feel better.
Application of motivation: Motivation in the video is shown through the military personnel who consistently insist on knowing the leaders lady. The person is motivated and cannot be stopped by the fact that the lady is seeing their leader. Such motivations can be used by marketers to increase the consumer expenditure by individuals.
Perception: Perception is how a person a person interprets a situation depending on the information that is provided regarding the present situation. Perception changes from one person to another. Regarding the stimuli a person receives, the brain processes it to produce a perception of the brand or product.
Application of perception: The video shows how the person who was in a motorcycle perceived the leader of the military. He respected him thus creating a perception of superiority in the situation at hand.
Learning: Learning takes place through actions. Learning helps in changing the behavior of an individual through acquiring of more experience and information. The experience that a product provides a consumer will determine whether they will consume the same product again or not.
Application of Learning: At the end of the video, the lady is rescued while drowning in the sea. The lady thus had her chance to learn the importance of people around her and the importance of knowing how to swim.
Beliefs and attitudes: This is the conviction that a person has on a particular thing or brand. Beliefs are created through past experiences such as family, religion, culture among others. Beliefs and attitudes are difficult to change from one person to another since they mostly represent a certain type of personality.
Application of Beliefs and attitudes: from the video, the aspect of belief and attitude is shown through the use of the head scarf to show that there is an existing leap of faith in its good luck charm. Such beliefs are used to take advantage of consumers to lure them towards certain products.
Other concepts;
Pricing of goods: This shows whether the goods will be affordable to the people or not. People tend to consume goods depending on the offers they gen on them. Goods that were initially highly prices, a price reduction can see increased consumption of such goods.
Application of pricing of goods: According to the video, the pricing of goods influences the ownership. This is shown by the rider who owns the motorcycle because its price is considerably cheap.
Advertising and marketing: Marketing involves a repetition of ideas and concepts. The more ideas are repetitive to the people, the more a person understands the concept thus becoming interested.
Application of advertising and marketing: The whole video through music, and dances, it is easy for a person to understand. The video thus easily demonstrates on various ways marketing campaigns can be conducted.
