Factors Influencing Marketing Research
The methods and results of marketing research depend on various factors. The demographic and economic conditions of the target audience are important factors. Using too diverse a group of people may result in scattershot and inaccurate results. Another factor influencing marketing research is the culture and lifestyle of the target audience. These factors have a direct impact on the end result.
Reference groups influence a person’s buying experience
In marketing research, reference groups are those who have an influential impact on a person’s buying decision. Specifically, reference groups are defined as groups of people who share the same characteristics. These individuals have high levels of internalization, act in a group-like manner, and try to influence other members’ buying decisions. Reference groups fall into two main categories: primary and secondary. Primary reference groups are people close to the consumer. They offer honest advice and are therefore influential in a consumer’s decision-making process. Secondary reference groups, on the other hand, are more formal. They may be professionals or acquaintances.
In addition to social groups, consumer behavior can be affected by societal movements. For example, if a brand is associated with an issue or a social movement, consumers may change their minds if they see the same cause. Moreover, if a company is associated with a heroic deed or a charitable cause, it may influence the behavior of its clients. This type of influence is largely facilitated by social media.
Culture dictates the way in which you should live
A culture is a set of shared values, beliefs, and assumptions. It is formed by a group of people learning from one another. Cultures instruct people on the correct behavior, attitudes, and perspectives. It’s an important tool for survival. If you want to become more integrated into a group, learn about its culture.