Marketing Consumer Behavior: External Influences on DJI Mavic Air 2

This report examines the consumer behavior related to the DJI Mavic Air 2 drone, focusing on the external influences impacting its market acceptance in the US. The analysis highlights the roles of culture, subculture, demographics (age, gender, occupation, and income), and group influences (reference groups like photographers and celebrities). The report argues that the US culture's emphasis on materialism and brand recognition, particularly among younger demographics and those with higher incomes, significantly affects purchasing decisions. It also discusses how reference groups and social influences shape consumer choices. The report references several academic sources to support its claims, providing a comprehensive overview of the factors influencing consumer behavior in the drone market.

Running head: MARKETING CONSUMER BEHAVIOR
Marketing Consumer Behavior
Name of the Student:
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Author’s Note:

1MARKETING CONSUMER BEHAVIOR
External influences
As seen Mavic air 2 has been introduced in the market by DJI recently and is still in the
growth stage. The acceptance of the product is highly influenced by external influences such as
culture, subculture, demographics and group influences. The impact of the external influences
determines the acceptance and rejection of the Marvic air 2 in the market.
Culture and subculture
Culture and subculture refer to the values, traditions and basic attitudes of the entire society in
which the individuals exist. As commented by Zhao et al. (2014), the culture highlights the
habits and attitudes individuals develop due to their surrounding environment and upbringing.
According to the current scenario, the next generation is more attracted by brands. Branded
products tend to fascinate the individuals more regardless of the features and properties. This is
because the individuals in the next generation believe in showing their possession. Owning
branded products provides an opportunity for the individuals to display their standard in the
society. Thus, more than purchasing product, people aim towards purchasing brands. Thus, the
values upheld by the society are consistent with the consumption of the product.
The US is highly influenced by western culture henceforth; the customers prefer to buy
the products of DJI due to its established brand name. As mentioned above, the purchase of
drones in the US has increased over the years. This suggests the impact possessing materials that
are branded rather than possessing private brands (Cohen, Prayag and Moital 2014). This allows
the people in the US to purchase electronic equipment such as drones in order to increase their
materialistic gains and highlight ownership status. This highlights the impact of culture in the US

2MARKETING CONSUMER BEHAVIOR
that signifies acquiring material wealth, as this allows them to update them with the latest
technological trends. Thus, the product does appeal to a specific adopter category.
Demographics
The age, gender and socioeconomic factors influence the purchasing decision of Marvic
air 2 in the US market.
Age (18-40 years)  Individuals within this age group are highly attracted by the
features and the brand of the product.
 They are easy with receiving new products in the market
Gender Both male and female customers prefer buying drones in the US.
However, the purchasing of drones among male is more preferred
compared to the females
Occupation and income Occupation:
Individuals engaged in professional photography are more inclined
towards purchasing drones. Additionally, some individuals also
purchase drones just to display their status.
Income:
As it is a branded product, individuals with monthly income within
$40-000-$60,000 are the potential customers.
As mentioned in the above table, age, gender and socioeconomic factors influence the
purchasing decision of Marvic air 2 in the US market. Individuals belonging to age group 18-40
age are the potential customers of Marvic air 2. This is because the craze of possessing branded
products is highly seen among the youth and the elderly people (Oliver 2014). Owning branded
products provides an opportunity for the individuals belonging to the age group to show their

3MARKETING CONSUMER BEHAVIOR
status and high living standard. In addition to, both male and female customers purchase drones.
However, the rate of male buyers is more compared to females in the US because of their
profession and inclination towards gadgets. As Marvic air 2 is a branded product, individuals
with a monthly salary of $40-000-$60,000 are potential buyers. This is because their monthly
income facilitates them to buy branded products (Muruganantham and Bhakat 2013).
Group influence
The individuals or humans are inherently social animals that are highly influenced by
surrounding activities and decisions (Jain et al. 2013). This is because the individuals use a
relevant reference group as a standard reference and compare themselves against them. Thus, it
can be said that there is a reference group influence on purchasing Marvic air 2. The reference
group element for this product category is the eminent photographers, celebrities as well as the
current or the near-equals. (Rani 2014).

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References
Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts,
influences and opportunities. Current Issues in Tourism, 17(10), pp.872-909.
Jain, R.K., Gulbinas, R., Taylor, J.E. and Culligan, P.J., 2013. Can social influence drive energy
savings? Detecting the impact of social influence on the energy consumption behavior of
networked users exposed to normative eco-feedback. Energy and Buildings, 66, pp.119-127.
Muruganantham, G. and Bhakat, R.S., 2013. A review of impulse buying behavior. International
Journal of Marketing Studies, 5(3), p.149.
Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Zhao, H.H., Gao, Q., Wu, Y.P., Wang, Y. and Zhu, X.D., 2014. What affects green consumer
behavior in China? A case study from Qingdao. Journal of Cleaner Production, 63, pp.143-151.