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Sowt Analysis

1288 words - 6 pages

1.0 Cultural Factor:

1.1 Culture:

Culture is important factors that influence the buying decision of a consumer. Example; In Bangladeshi culture, Panjabi and Pajama is the traditional dress for men. They were it in several festival and casually. But Suits is traditional dress for men in American culture. They were it several festival and formally.

A AAmerican men dress Bangladeshi men dress
1.2 Subculture:

Buying decision of a consumer is influenced by subculture. People of Barisal ...view middle of the document...

So he goes to restaurant to drink tea maintaining his social status.

2.0 Social Factor:

2.1 Reference Groups:

Opinion leaders serve as “Brand ambassadors”. Christiano
Ronaldo is the brand ambassador of Clear Men Shampoo.
He spares the products quality and advantage of using the
product. He influences the people of his reference group.

2.1.1Online Social Networking:

People are very much connected with the social network, like Facebook, twitter and so on. This network site can be influence the buyer’s buying behavior. For example; when one person watch an advertisement on the network site frequently, he or she getting interest on that brand and start to like that brand. May be he or she can purchase that brand. When Bata losing their market share they post their advertisement on Facebook with positive word. They think people again rely on them. But, the real scenario is not as their thinking.

2.2 Family:

Family member also play an important role in family’s buying decision. For example, in the earlier stage of the family life cycle, mother and father are role models in connection on how children perceive decision making and buying behavior. This influence will deteriorate over time and substituted by media (television, Internet etc.) and other reference groups (friends, school etc.) which will then lead children to influence their parents on product selection and buying behavior.


2.3 Role and Status:

As a family member Amir Khan plays the role of father,
husband and uncle in his family. In his job sector he plays
the role of actor. As a family member, he needs to buy this
kind of clothing that reflects role and status.

3.0 PERSONAL Factors:

3.1 Age and Life Cycle Stage:

Age is very much influencing factors to determine the buyers decision about buying. We can easily understand it if we observe carefully. When children go to the market, those children buy those things which they like. They do not bother about anything. But, when those children grow older they never buy those things. I can explain from my own experience, in my childhood, when I went market with my parents; I always tried to buy chocolate, toys etc. But, now I do not buy those things for me.

Another thing is life cycle. In different stage of life people buy different sort of things. When people are young they prefer adventurous things (like cars, bikes, traveling, etc), but when people become matured they prefer secured things (like they want to build up their career).

3.2 Occupation:

Occupation is another important factor to determine the buyer’s decision about buying. People do not buy some things only because of their occupation. I have an experience on it. One day, a faculty member wants to have a cup of tea. Only because of being a faculty he could not take tea from the roadside tea stall, because the low level employees were used to go there.

3.3 Economic Situation:


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