The concepts of the consumer behavior are grouped into four categories. The four categories of the consumer behavior are cultural, social, personal and psychological.
Cultural Concepts:
The cultural concepts of the consumers are originate from the different views of the consumers. It includes the background, environmental and the geographical location. The cultural concepts includes the following:
Culture: The culture is one of the basic need of a society. It includes the day by day activities of the individuals. The culture defines the way human being interact with each other. The views of a person is also defined by the culture. Every culture contains some values that are being followed since long time.
Application of Culture: The video of the Bangkok Symphony Orchestra provides some information about the cultural info of the Thailand. The video background music is a old traditional music of the Thailand that reflects the culture of the Thailand. The style of music is also different from Indian Music. It reflects the culture of two different places.
Language: The language have huge impact on the consumer behavior. The language is a useful materials that defines the best medium of communication, explaining the products and advertise it on the target market. The language may vary based on the location.
Application of Language: The videos shows that 5 videos are from 2 different places with 2 different languages. It is not possible for one person to understand others language without proper knowledge on it. Organizations need to use the main languages based on the place so that the target customers will be able to understand the product.
Dress:
Dress contains the identity of people from different cultures. The dress choice of people varies from one culture to another. The dress code of a place is different from another and that provides a clear picture of the behavior of the people. It also shows what type of products will be accepted by the people of this culture.
Application of Dress: The video shows great variety of dress. There are some places where people likes to wear short dresses as well as there are some other places where people likes to wear long dresses. The videos shows the use of variety of dress on variety of culture. One video shows the long dress of a girl, another shows some stylish short dress as well as another video shows some traditional dress code.
Trends: Cultural trend is a common picture. It is powered by the celebrities most of the times. The trends can be at any kind. It can be some shorts of music, movie, products, and behavior. The people of a place got influenced by the key people on that place to use some trendy products. It brings massive changes on the people of a place.
Application of Trends: The videos shows the symbol of trends. Specially in the indian culture the dress wearing by the girl is very popular. It is widely purchased in the market. The dress used on the dance video is also common. Not only is the dress, the dancing is another common trend on the Indian cinemas. The Bollywood movies mostly consists of dance like the one from the video Aja Nachle.
Status: The social status of a person have huge impact on the behavior of a person. It is the status of a person that are generated by analyzing the condition of a person in a society. The social status of a person brings huge changes on the habits and day by day life style.
Application of Status: The videos consists some great examples of social status. The video that portrays a couple shows their social status. It shows they are belong to a status where they are respected and they are concerned about the culture. The other video that consists of dance shows that the girl is a dancer, she is an entertainer. Many people gathered together to watch the dance performance by that girl. It shows that position of a person on the society depends on the status holds by the person.
Social concepts:
The social concept is another important concept that influence the consumer behavior significantly. It can be divided into three categories such as reference groups, family and social roles.
Reference Groups: The reference groups are the individuals or the group of the people that are used as reference to influence people. The reference group may have great influence on a society that can bring changes.
Application of Reference groups: The videos have the example of reference groups. The video named Aja Nachle have all the girls in same styled dress. They dance in the same style and the attitude of the girls are also same.
Family: The behavior is controlled by the family in great extent. The habits of family is followed by the family members for decades. The family members have influence on each other as well as new born child also get influenced by the other family members to develop themselves.
Application of Family: The videos have one example of a family. The video provides the example of a couple. It can be considered as a family as they have influence on the behavior of each other. Each person may have their own views and the family exists by combining the views of each members of the family.
Roles: The roles of the people is defined by their position on the society. People have to play different roles in the society to keep it running. As an example, some people plays the roles of movie maker and there are groups of viewers.
Application of Roles: The videos shows some good example of roles of a person. The video of couple shows that the man and women both are playing individual roles. The dancing video shows that there is a main dancer and there are supporting dancers as well. The video also shows the audiences. There is one group who performs in the stage and there are another who watch it from the gallery.
Personal concept:
The personal concepts are someone’s own perception of doing any jobs. The behavior of a person highly depends on the personal concept as it drives a person to a specific area.
Age: Every person grow up from the childhood to old age. People learns lessons on the way of growing up. They learn how to make decisions and how to choose a product. The choice of a 10 year old baby will have huge different with an 80 year old person.
Application of Age: The videos shows some great example of age difference. Every videos have some pictures that define the age of the persons. The presentation environment is different based on the age.
Way of Life: The way of leading life differs from person to person. Some people likes to enjoy a life full of people and some peoples likes to spend the life alone. The way of choosing a product also differs on that way. The person choose a product based on their way of life.
Application of the Way of Life: The videos have provided examples of the way of leading life. It shows that the young man is still in the dangerous place on the mountain. It also shows that the girl is in the red dress have her own way of leading life. The girl with the mic on hand have her own way and ambitions.
Purchasing Power: The purchasing power of a person defines the ability of a person to purchase. It is important to find the purchasing power of the target market before investing. It varies person by person.
Application of Purchasing Power: The have some examples of the purchasing power. The video however shows that the person who leads glamourous life are more conscious about the styles. They earns more to invest on the styles. As an example, the girl in the red dress, the singer or the dancer all are depending on the latest fashion items. However, the purchasing power of this persons will depend how much they earn and how much they have ability to spend.
Fashion: The fashion is the concept use by a person to make the more presentable to others. The fashion differs by persons. It depends on the different social, economic, environmental factors as well. The fashion controls the behavior as well. It influences the purchase of the item of certain fashion based on the market demand.
Application of Fashion: The fashion is widely seen on those videos. There are new fashion used by the people in every videos. The videos presented some new styles used by the persons to make it presentable.
Lifestyle: The life style of an individual includes all the activities, interest and values of a person. It includes the ways used by a person to lead life.
Application of Lifestyle: The videos shows the people from different lifestyle. It shows that many people have many interests, they have unique choice and perform in many different activities.
Personality: It is the set of trait on the character of a person. It defines how a person acts with other people. It is a great tool to use for marketing a product.
Application of Personality: The videos have presented the people of different personalities. It provided different persons that have various traits. It is hard to understand specific traits from that video.
Self-Concept: The self-concept defines someone’s personal prospective of doing something. It can be any sort of work done by a person to get their own comfort.
Application of Self Concept: The videos that shows musician shows the self-concept of that girl to sing. The dance shows her self-skills to dance. The boy sitting alone shows his concept of finding a place that can comfort his heart.
Psychological Factors:
It is another factor that have huge impact on the consumer behavior.
Motivation: Motivation plays an important part to keep people engage in a work. It motivates people while they get bored by day to day activity.
Application of Motivation: The videos have used some sound effects that are motivational. It also have some great facts on the videos that works as motivational tool such as the videos that shows success story. The entertainment also work as a great tool for motivation. The music and dance can be a good component.
Perception: It is the process that is used to collect, interpret and analyze information for getting some results. It decides how the people will act. It can be used for marketing to rising the sense of buying the product among customers.
Application of Perception: There is a video that shows a boy is sitting in the roof from where if he fall the result will be dead. It delivers that the person had wrong perception and provides the message of doing something that make sense.
Learning: Everyone have to learn something in order to get it done. It is the process by which people learn to do something in order to survive.
Application of Learning: The video that shows a boy sitting alone provides a hints that he is depressed and learning something new to regain himself. The background music also portray some instrument like it.
Beliefs: A belief is someone psychological matter that they have on something. The consumer behavior use that beliefs to market as well. Once a product earn the recommendation that it is good than it being easier to market another product of same company to the same customer.
Application of Beliefs: The video shows that the person is sitting in the roof of a mountain. He can fall anytime but have the belief that he is sitting on a secure place which will save him from death.
Attitudes: It is the feeling of a person toward any product or any person. The attitude of a person completely depend on their feeling.
Application of attitudes: The all videos have the example of attitude. Every human being have their own feeling and attitude and they have acted based on it on their every single second of life.
References
Padilla, Therese. "Factors Affecting Consumer Behavior". Aipmm.com. N.p., 2016. Web. 28 Mar. 2016.
Perreau, Fanny. "The 4 Factors Influencing Consumer Behavior". Theconsumerfactor.com. N.p., 2013. Web. 28 Mar. 2016.
