Examples Of Consumer Behavior Emphasis In The Marketing Plan

Consumer Behavior Emphasis in the Marketing Plan

Kotler and Keller (2016) define consumer behavior as “the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants” (p. 157). “The traditional notion of watching television at home has evolved into many different forms of viewing television content, on many different devices” (“Motorola Mobility,” 2014, para. 1). Social factors, cultural factors, and personal factors heavily influence consumer behavior. More specifically, they all influence an individual’s buying decision. In its marketing plan, Google places a heavy influence on these factors to ensure a viable marketing plan for the Chromecast.

Social Factors Kotler and Keller (2016) explain that “social factors such as reference groups, family, and social roles and statuses affect our buying behavior” (p. 159). Social factors typically

When thinking of the Google Chromecast product, Google’s target market is someone who is tech savvy. It is not based just on the location of the consumer, but rather a consumers ability to share media. This product is for someone who would like to stream games, music, photos, video, television shows, and even cast a webpage (Google, 2016). Although Chromecast can be used by anyone, the consumers most likely to buy the product would be generation X or millennials. Both groups have been deemed technologically savvy groups. Corcoran (2010) states that millennials are the largest consumer group in the U.S. with 75 million members ages 14 to 29. Collectively, they spent $467 billion in 2009. Therefore Chromecast can be sold to anyone who understands how the technology works but marketing materials should focus on the group that would have the most interest in the product, millennials and generation