The Influence of Family and Lifestyle on Consumer Behavior

1THE INFLUENCE OF FAMILY AND LIFESTYLE ON CONSUMER BEHAVIOR
Consumer behavior involves identifying persons, groups, or companies activities which may
include purchase as well as disposal of products and services.it deals with identifying what
reasons can make a consumer to buy a certain product over others. This enable the marketers to
analyze the past and be able to predict the future.
Family and lifestyle is important in consumers buying decisions. Its influence how a consumer
buys his/ her product because every family has different motives, beliefs to the decision process.
According to Wayne D. Hoyer, (2018) socialization in every family assist in developing tastes
and preferences as well as consumption patterns for every the member that is involved.
Kotler $ Keller (2011) today’s marketing pegs on the study of the consumers buying behavior
due to increasing factors influencing their decision making. Businesses selling products and
services to the customers ought to understand their customers’ culture, social groups, family and
lifestyles, consumer attitudes and motivational factors. When a business understands this issue,
they must develop a market plan in order to meet the needs and wants of their customers.
Customer journey map
This journey map gives a story of every experience of each consumer from the first contact to
developing a long lasting relationship. It aims majorly on identifying the key interactions that the
customer has with every organization. It focuses on the feelings questions and motivations as
well as the touch points of every user. It focuses on teaching the organizations about the
customers and also in making the consumers to make a well thought decision on purchases so as
to avoid unnecessary spending or buying of products that has no value for money.
Purchasing a fridge
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Stages awareness Considerati
on
Research Decision Execution Advocacy
Context So many
food go on
waste and I
need to buy
a fridge to
minimize
wastage
How much
money do I
have to
spend? Is
the price
achievable?
Conduct an
internet search
Consult from
friends
Looking at
various
advertisements
After a
critical
analysis
identify the
best brand
to buy
Negotiate
the price
for
purchase
Make
payment
Wait for
delivery
You should buy
this, I don’t
regret getting it
Thinking How do I
deal with
this?
Where
should I
start from
What exact
specificatio
ns do I
need?
Which is the
most trusted
dealer?
Which sites do I
visit?
Do I consult
friends?
Is this my
final
choice?
Have I
made the
best
choice?
Do I pay
cash on
use e-
payment?
What
options do
I have?
What does my
family think
about this
product?
Touch
points
Adverts
Fiends
I will be
finally
happy
No more
wastage
Past
experiences
Social media
Websites
Made a
final call to
friends
Receipts
Money
I got an offer to
make a 60 USD
free purchase
Emotional
status
Confused
Sad
Motivated
Indecisive
Flexible
Confused
Fear of making a
wrong choice
Indecisive
Anxious
Eager
Happy
Excited
Agitated
Proud
Happy
Relaxed
Consumer
insights
Advertisem
ent is the
best
marketing
strategy
It’s
necessary
to give
advice to
consumers
Consumers are
always sensitive
to influence
Always be
inspired to
try new
ideas and
products
Simplify
the
payment
process
Always
emphasize on
quality service
Ideas and
opportunit
ies
Make
advertisem
ents more
attractive
and
appealing
Critical
thinking is
important
There are
different
methods of
getting the right
buyer for a
product
Consider
previous
research by other
people
Market
pricing
system
Enjoy the
offered
services
Install better
tracking
systems
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Consumer reflection
Consumer behaviour is the process where consumers make a choice on whether, what, when,
how, where, and from whom to purchase goods and services. Walters (1974) Self-reflection is
important because it provides one with the opportunity to learn their preferences as they make
their own personal choices. Challenging decisions encourages accuracy and more measurable
and endless productivity. When customers are given realistic task and sufficient time to complete
that task, they are able to think critically on their preferences. In the beginning deciding
consumer preference might be a challenge since it is difficult to specify the exact product.
The following are some of my experiences and critical situations during my customer
journey.
i. When creating awareness it is important to make the advertisements more appealing so as
to attract more consumers and for the information to reach into a wider market.
ii. Customers will always buy products that aims in fitting the life they want to leave. In
making the customers to always like the feeling they always get when using a product.
They need to feel productive, healthy and smart. I realized that reflecting features of
various aspects and doing comparison is a perfect and preferred way to make best and
quality choices.
iii. This journey has enabled me to identify which considerations are important when making
a choice for the best service selection. In my next journey map I will be keener in
considering various factors so as to give me the best choices and decisions. This study
has made me think about what other considerations should be made in future to improve
the quality of the product
iv. Since I am planning undertake more subsequent purchases, this task has enabled me to
think about my future plan and budget and what plans I will consider in the future.
v. This journey is good and should always be used on a daily basis to enable on to make a
better choice and decision.
vi. I have learned that it is always to try new products and services because if one is not open
to new ideas then it may be hard to grow and to cope with the changing environment.
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