Consumer Behaviour and the Surf Wear Industry

The chapter continued to discuss how people experience other cultures when they are removed from their area to a different place. This occurs in the form of culture shock people experience new traditions that are unfamiliar to them when the come to a place that is home to another culture. Human development may also include joining the ideas of various cultures and forming it into a new concept. It puts heavy emphasis on learning other cultures in an unbiased form in order to compare and make observations. This chapter also studies of culture have been able to advance over time and how change is an essential aspect of

Group forces influence buying because there may be a complex set of smaller decisions made or influenced by several individuals. The degree of involvement of each member varies. Three questions are taken into consideration when a decision is being considered, which organizational members take part in the buying process, what is each member’s relative influence in the decision, and what criteria are important to each. All of the deciders from Gentech worked as a group on the purchasing decision each had an involvement and came to a decision as a group.

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

Cultural learning can be consciously or unconsciously learned through enculturation and acculturation. Enculturation is the "process that occurs when a person learns to identify with a particular culture

2.Social Factors: A consumer's behaviour is influenced by such social factors as reference groups, family and social roles and statuses. A person's reference group consists of all the groups that have a direct or indirect influence on the person's attitudes or behaviour (Kotler, 2000, pp.163). Reference Groups create pressures for conformity that affect actual product and brand choices. The MiZone and Aqua Blue range of bottled water is aimed and is consumed by people who do considerable exercise and are concerned about their fitness and well being. Consumers in this group would notice that their peers consumed MiZone or Aqua Blue and would then purchase it themselves.

Acculturation is a cultural alteration of an individual or group by adopting and adapting to, or borrowing attributes from another culture.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Acculturation is known as a cultural change and psychological change that results following meeting between cultures at multiple levels in both interacting cultures. It has also been referred to the changes in personal values, beliefs, behaviours, and ways of living that an immigrant or minority individual makes as a result of adapting to the mainstream cultural or behavioural norms (Berry, Kim, Minde, & Mok, 1987). Acculturation often results in changes to culture, customs, and social institutions. In this modern era, through technology and media, people have been constantly engaging online to learn and understand new cultures, norms and languages. Acculturation is more than simply learning the English language, but also understanding the history of a new country, navigating its idioms and understanding the concepts behind its holidays.

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

In order to understand what reference group influences are, it is necessary to firstly understand what a reference group is. The depth of information surrounding reference groups and the influences they poses on individuals, particularly on consumer purchasing behaviour is vast and one could get lost in the mist of it all. Therefore, it is vital to ensure that only research relevant to this study is included in this section, thus an overview of what a reference group is will be provided, then the different types of reference groups will be explored based on previous research, then the data will start to look at the influences reference groups have on individuals, and their purchasing behaviour, in order to fully understand the power that reference groups have.

As the development of communication technology and global market, the concept of Brand Community was fist defined as ‘a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand’ by two social scientists, Albert M. Muniz, JR and Thomas C. O’Guinn (2001). This essay will firstly give a brief overview of brand community, and then point out three main characteristics and further discuss these features of brand community based on the article by Muniz and O’Guinn (2001) using the supporters of Manchester United Football Club as an example.

Buying a car is a high-involvement purchase as you can be faced was a large selection of choices. When figuring out which car to buy, consumers consult the advice of family and friends. However, according to a vehicle customer survey from Maritz Research, the most important information that is also the most influential in the buying decision tends to come from an individual that has a lot of knowledge on the product, such as a cars salesperson at the dealership. Considering the complex nature of this decision, reference groups play a large role. A reference group is ‘an actual or imaginary individual or group conceived of having significant relevance upon an individual or group’s aspirations

When consumers hear the word personal branding, they will automatically associated personal branding with corporate branding (Gail (2010), When a company has established a good reputation and have endurance longevity, customers will keep that company on their mind and not concern with a particular product.  For

Social environment – The cultural patterns, values, beliefs, trends, styles, preferences, heroes, villains, and conflicts that form the reference system of people’s behavior. These may include the effects of national cultures, individual ethnic cultures within a country, and various social segments such as teenager and people with various lifestyles,

A customer’s buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status.