Consumer Behaviour: Social Media, Psychological & Sociological Factors

This report delves into the multifaceted realm of consumer behaviour, examining the key factors that shape purchasing decisions. It begins by exploring the significant influence of social media on consumer choices, highlighting how online reviews, social influencers, and brand presence impact buying patterns. The report then investigates the psychological antecedents of consumer behaviour, emphasizing the role of consumer needs, learning, and motivation in the UK market. Finally, it addresses sociological issues, referencing Hofstede's cultural framework to understand how cultural values and social differences affect customer satisfaction and decision-making. The report offers insights into how organizations can adapt their marketing strategies to effectively engage consumers and build brand loyalty by understanding these complex dynamics.

CONSUMER BEHAVIOUR

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Influence of social media in decision making of products and services...................................................3
TASK 2.......................................................................................................................................................4
Psychological Antecedents of Consumer Behaviour...............................................................................4
TASK 3.......................................................................................................................................................5
Sociological Issues in Consumer Behaviour............................................................................................5
CONCLUSION...........................................................................................................................................5
REFERENCES............................................................................................................................................6

INTRODUCTION
Consumer behaviour is a study of nature and preference of buyer to choose particular
products and service over another in order to satisfy their needs and wants. There are various
factors that promote and influence particular individual to prefer specific products are social
media, sociological issues and psychological consumption of behaviour. This report is an
analysis of consumer behaviour in purchasing of particular products and services of a company.
It also analysis various factors such as social media, psychological consumption and sociological
issues that impact on behaviour of consumers.
TASK 1
Influence of social media in decision making of products and services
Continuous changes and development in technology and customer awareness about new
innovation and technology such as social media has adversely impact on buying behaviour of
customers. Most of the people spend their large amount of time in playing video games and
watching different videos for entertainment and fun. Therefore social media is one of the best
platforms that influence large number of people to purchase products and services of particular
brand in response to others (de Mooij, 2017). People by using social media can easily review
comment and feedback of different individual regarding their past experience while using
specific particular products and services. Thus, review from close friends and family member
influence and motivate individual to buy particular products in order to satisfy its requirements.
It has also been noticed that 80% of people choose particular products on basis of its friends
review thus social media is best platform that effect behaviour of consumers. Social influencer
are people that are followed by large number of people and have high presence on social sites so
most of the company find such social influencer to promote its products and services (Hosta and
Zabkar, 2020). It influence follower to try specific products to meet their requirements thereby
helps in shaping of consumer behaviour. Social influencers have high knowledge about social
media and tag brand or store of products in their post to attract large number of customers.

Review, feedback and comment of other customers helps in building strong trust and confidence
among people to buy products online by paying specific amount to satisfy need of individual.
Presence of large number of organisation in social media has significantly impact on buying
behaviour of customers (Moschis, 2019). Continuous presence in online sites and posting
information about varieties of products and services in which company deals helps in converting
follower into customers of firm. Social media is lucrative and innovative method to attract
customers to prefer products and service of particular company over another thus helps in
building strong brand image and customer satisfaction. Most of the company advertise its
products and services through social media so that brand awareness can be create among large
number of people within limited cost, effort and time (Foxall, 2017). Therefore such
advertisement helps in influencing existing as well as new customer’s especially younger
generation to purchase products of particular brand as it render qualitative and standard services
to customers. So it can be stated that social media is a bets platform that influence behaviour of
consumer while making purchase of products.
TASK 2
Psychological Antecedents of Consumer Behaviour
There are needs of the consumer which needs to be understood by the organizations in
the market of United Kingdom which have to be followed so that there is a better functioning.
The basic needs of the customers according to the hedonic consumption are the food, clothing
and shelter which have to be fulfilled by the organization so that there is a better functioning
(Woodside and et.al., 2019). These needs are fulfilled then the satisfaction level of the customers
is also higher which an advantage for the organizations in the market. There is a learning which
makes the lifestyle of the people better. The consumers with better knowledge they understand
the need to have a better lifestyle for themselves which is a very essential factor for the company.
The products have to be made in such a way that the customers are attracted to it because they
need those products or not but they should look attractive so that they consume them. There are a
lot of marketing teams of organization which are playing with the psychological behavior of the
customers which is pricing and attractiveness of the products which is a very important factor for
the company (Torres‐Ruiz, Vega‐Zamora and Parras‐Rosa, 2018).

It is after these needs are fulfilled the organizations need more and the demand for luxury
comes up which is again a need which has to be fulfilled so that there is a better functioning. The
pricing of the products can be compromised upon so that they can have a better functioning for
themselves. It is very important to provide the products of good quality to the customers from
time to time so that they can have a better functioning and the satisfaction and loyal o the
customers increase (Spence and Velasco, 2018). It is psychological that the needs and demands
of the customers are never ending and if they get something small then they need bigger and
bigger each time they consume that factor. It is very important for the organization to match
those needs so that the pricing of the products can be done and the demand decides the pricing of
the products. It is very easy to understand the needs of the customers or consumers because they
have a set pattern and if that is understood than the organizations will be able to have a better
functioning for themselves very easily. There is a motivation in the consumers always which is
why it is very easy to understand their pattern of behavior in the market which is a great factor
for the companies in the countries because they will be able to make a profit from that factor.
The consumers play a very important role in the perception in which the consumers see the world
which is a very essential factor for the organization (East and et.al., 2016).
TASK 3
Sociological Issues in Consumer Behaviour
Hofstede is a cultural framework of multi dimensional communication in the organization
to increase the efficiency of people to deliver effective results. This model helps to understand
the relationship between social behavior on customer product satisfaction and decision making
process. There are different types of values which is applicable to achieve objectives and
improve efficiency of business effectively (Muhamed and et.al., 2019). Factor determination
helps to provide clear information to formulate effective product to increase customer
satisfaction. As social differences is the most ineffective factors which reduce the efficiency of
business and with the help of this model it can be easily evaluated. Hofstede model provides
standard to reduce disputes and gain better efficiency in the workplace effectively. Hofstede
model is comprised of 6 differences which needs to be analyzed to increase potential it

There are different types of differences which widens the gap in the organisation to integrate
them as one. Social behavior is very important factor which helps people to make decisions and
improve their lifestyle (Lazell, 2016). There are six dimensions which this model examines the
cultural values of organization to develop effective communication and gain better competitive
advantage.
1. Masculinity versus feminist is also the factors which determine the roles and
responsibilities structure of organization between male and female employee to analyse
their efforts and improve them to gain better performance effectively. The score of men
and women employment opportunities are most in UK due to cultural values and
stereotypical mindset of citizens. In this dimension it is very essential to understand the
internal feeling of individual or cultural values of region to gather most effective
workforce for the organization effectively (Javornik, 2016). By providing justified roles
and salary to employee cab reduce this difference and increase the efficiency to improve
products and services. This also increases the communication between all the
departments and attracts better opportunity to attain better quality of products and
increase satisfaction level of customers effectively.
2. Uncertainty avoidance is also very essential dimension of Hofstede model which
provides efficiency to reduce the anxiety of people which happens due to increase in the
stress and more work load. This culture is very negative and impacts the performance of
UK due to lack of proper system to improve quality of life for employees effectively.
This type of culture also discourages people to think out of the box and innovative which
reduces the productivity of nation to grow its GDP as whole. Employees need to provide
with better education and values to not show off their success in society which
discourages others to achieve their objectives (Iyer, 2019). This culture also helps to gain
better information to increase the potential and attract more customers to satisfy them
effectively. It also helps to increase the high performance workforce to attain core
competency effectively.

CONCLUSION
From the above report it can be concluded that there is a need to understand the
consumers in the market which has a fixed pattern. It is very important to fulfill those needs and
demands so that can be a great benefit for the organization of United Kingdom.

REFERENCES
Books and Journals
de Mooij, M., 2017. Comparing dimensions of national culture for secondary analysis of
consumer behavior data of different countries. International Marketing Review.
East, R and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
Foxall, G., 2017. Advanced introduction to consumer behavior analysis. Edward Elgar
Publishing.
Hosta, M. and Zabkar, V., 2020. Antecedents of Environmentally and Socially Responsible
Sustainable Consumer Behavior. Journal of Business Ethics, pp.1-21.
Iyer, B., 2019. A study of consumer behaviour towards food ordering through mobile apps.
Javornik, A., 2016. Augmented reality: Research agenda for studying the impact of its media
characteristics on consumer behaviour. Journal of Retailing and Consumer
Services. 30. pp.252-261.
Lazell, J., 2016. Consumer food waste behaviour in universities: Sharing as a means of
prevention. Journal of Consumer Behaviour. 15(5). pp.430-439.
Moschis, G. P., 2019. Consumer Behavior over the Life Course Research Frontiers and New
Directions. Springer Nature.
Muhamed, A.A and et.al., 2019. The impact of consumption value on consumer
behaviour. British Food Journal.
Spence, C. and Velasco, C., 2018. On the multiple effects of packaging colour on consumer
behaviour and product experience in the ‘food and beverage’and ‘home and personal
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Torres‐Ruiz, F.J., Vega‐Zamora, M. and Parras‐Rosa, M., 2018. Sustainable consumption:
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Woodside, J.V and et.al., 2019. Integrating nutrition science and consumer behaviour into future
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