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Social Influences in Marketing - Essay Example

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Social Influences in Marketing

Lastly, if one is involved in school activities , the social influence that goes along with the notion of trying to fit in oftentimes result in a gamut of items being purchased. Be it from college jackets to the cool cell phone your dorm mate has, the social interaction in a school setting often results in a situation where a purchase would be made purely from social influence.
What are the products that are usually purchased through social influence Oftentimes these are leisure and aesthetic goods which cut into the consumer's disposable income. For car buffs, these include add-ons such as mag wheels, body kits, and engine upgrades. These are often unnecessary and costly expenses, but because of the social influence exerted by being in that said organization they would accede to these costly expenditures to merely "fit in". For instance, if everyone in the club would be buying fancy mag wheels to augment their cars, more often than not the member would be prevailed upon to do likewise, if only to "be one of the boys".
On the same vein, students going to the big sporting events would be subliminally prodded to purchase university paraphernalia, without which they would seem lacking and out of place. ...Show more

Summary

A good example of a consumer situation that is socially influenced is when one attends sporting events. Big events such as the Super Bowl and the World Series bear witness to a plethora of consumer goods and services purchased every year. This makes for a multi-billion dollar industry, and is a prime example of how social influences influence overall consumer behavior.
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Social Influences in Marketing essay example
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