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External Factors
External Factors
These factors refer to values that are shares or that can be culturally influenced or shared within smaller groups and consumers are affected by this is their consumption choices.
Cultures tends to play an impactful role as consumers belonging to the same culture share a similar way of perception regarding a product and this is influenced by aspects such as morals, perception, religion and even aesthetic features consumers share. This relates to there being a similar way of perceiving the product meaning morals and aesthetic principles are also shared.
This shows to be one of the criteria companies situated in the beer industry take into consideration as it contributes to the building up of promotional features such as packaging. This contributes in great significance as companies have to innovate in a respectful way in order not to offend consumers. An example of this is Super Bock as they design their bottles in order to fit with what the consumers expect and so adherence isn’t left behind.
Image 28 retrieved from:
Subcultures may also form in society and these can be based on ethnicities, religion, geographic location, age and gender. This means that consumers are influenced by the subgroups they belong to as they have a specific set of values and beliefs they live by.
Families are where consumers are born into and learn principles and values from them – and so without a doubt the influence of consumption is automatic.
Image 29 retrieved from:
https://www.istockphoto.com/pt/foto/high-angle-view-of-a-family-drinking-beer-gm1203187613-345714997
Image 30 retrieved from:
https://www.bnnbloomberg.ca/legal-pot-takes-a-bite-out-of-beer-consumption-in-canada-1.1370298
Reference groups are also a factor to influence how consumers behave and a good example of this would be taking celebrities into account. Fan bases tend to associate alike behavior to people they idolize, and similarly, consumption of beer could be influenced by a group of friends , musicians or even family.
Social status tends to influence consumption as it also relates to a consumers purchase power. This signifies the amount of monetary value a consumer is willing to and capable to allocate to the consumption of beer.
Demographics is of great significance when subjecting a topic to the beer industry. This is because different age groups, income groups, marital status groups etc., have different behaviors and act differently upon the given circumstances.
This is further analyzed in the data analysis section of consumer behavior along with points;
6.2 - addressing respondents behavior regarding different product categories.
6.3 - addressing needs and preferences regarding product category.
6.4 - identifying respondents demographic profile.
and 6.5. - Identifying respondents attitude.
Overall, it is clear that perhaps at times consumers might think their acting upon own belief and influence but it shows to be untrue as there's inumerous factors that we have become tremendously acquainted to and consequently see past them without acknowledging the impact it has on our consumption behavior.
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