SOCIOLOGICAL FACTORS AFFECTING CUSTOMERS’ BEHAVIOUR IN THE MARKETING OF SOME SELECTED CONSUMER’S GOODS

 

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ABSTRACT

With the established changes in consumer behavior which influences product marketing strategies, stimulate the researcher to find out the sociological factors affecting customer’s behavior in the marketing of some selected consumers goods in use. The basic product marketing strategies use for consumers product has been carefully considered by this study, the researcher employed some research tools as interviews, observation and questionnaire to collect the necessary information as to the sociological factor affecting customer’s behavior. This is done in order to know the desired consumer’s needs, wants, and incomes to know the extent to which the sociological factors affect their behavior. Thus the student shows that marketers take into cognizance the customer’s needs, incomes, statues and life style. The philosophical marketing concept of consumer goods and preferences and this enable the marketers to push or sell it product in the market.

TABLE OF CONTENTS
CHAPTER ONE
1.0 Introduction – – – – – – – 1
1.1 Historical Background – – – – – 4
1.2 Statement of Problem – – – – – – 7
1.3 Purpose of the Study – – – – – – 8
1.4 Scope of the Study – – – – – – 9
1.5 Limitation of the Study – – – – – 10
1.6 Definition of Terms – – – – – – 11

CHAPTER TWO
2.0 Introduction – – – – – – – 14
2.1 Abraham Maslow Physiological Needs – – – 14
2.2 Consumer Behaviour – – – – – – 16
2.3 Sociological Perspectives of Consumer Behaviour – 18
2.4 Psychological Perspectives of Consumer Behaviour 23
2.5 Cultural Factor Affecting Consumer Behaviour – 29
2.6 Relationship between Marketers and Consumers – 33
CHAPTER THREE
3.1 Summary – – – – – – – – 36
3.2 Conclusion – – – – – – – – 39
3.3 Recommendation – – – – – – 40
Bibliography – – – – – – – 41
CHAPTER ONE
1.0 INTRODUCTION
Sociological factor affecting the individual as a customer in marketing of some selected consumer goods is that, the distribution a customer and a consumer is hard or complex to come or conclude upon. This is because customer can as the same time be a consumer. For example, a house wife who in her weekly shopping trip acting as an agent on behalf of her household, she is a customer and her family is the consumer. Therefore this two concept will be used for the purpose of this project as meaning the same thing. The question now to be asked is who is our potential customer as distinct from our actual customer? But the answer to this question can provide us with valuable insight into the sociological factors affecting the customers behavior in marketing of some selected consumer goods. If we are able to identify our potential customer, we can be able to at the same time convert them to actual customers.

Indeed, a potential market for any product or services must therefore be grounded upon a clear view of what influence prompt customer to need our product or services, knowledge of who our customer are, implies an ability to describe them for marketing action. Recognizing that customers the differences can enable the marketers to achieve a closer matching of customers need for the product or services offering.

This contention is supported by COLBORNE & WILDON when they said “no marketing effort however inspired, is likely to achieve its maximum success, unless there is accurate understanding of the buying process.”

Here the emphasis is that without the knowledge of the market, the buying that composes it and the attitude and authority of purchasers and their operation cannot be met. However those changes in marketing found themselves obliged to take decision and to formulate strategies inside a frame work of un-provided assumption about fact and condition. This can only result in a marketing organization, this is forced to work less than maximum efficiency, and in error and resulting losses could be avoided.

IDENTIFYING CUSTOMER GROUPING TAKE INTO ACCOUNT OF TWO APPROCHED
1. Marketing segmentation: Through the analysis of the response or behavior of the customer
2. The market approach through the analysis of the characteristic or attribute of the customers. It can be explained that the study of customers behavior in marketing is mainly the study of how people choose from the selected product, by this study, although, this is done in order to know the desire consumer’s needs and wants and in other to know the extent to which the sociological factor affect their behavior.

In conclusion, at the end of this study, one should be able to know who our potential consumers are and also to know consumers behavior in terms of some selected product and how to develop a strong marketing programme and effective decision which goes with the sociological perspective of the selected consumers goods.

1.1 HISTORICAL BACKGROUND
Historically, market has being in existence ever before now, but it scope of learning or concept is too limited, then nobody knows who was a potential customer. Then marketing of goods were taken and carried out without concept or logic attach to it (at randomly) the insight into sociological factors affecting customers behavior in marketing of some selected consumer goods were completely absent or ignored.
Although this is due to poor education that is (illiteracy) which have pervaded in the marketing environment.

Therefore, no potential for any product or services, no knowledge of who are our customers. Early marketing goods technique followed production and were responsible for moving goods from the manufacturer to the point of financial sale. Now however marketing is much pervasive as development tend to take action at gradual procedure in large cooperation, the marketing function