1.2 : identify characteristics that influence consumer behaviour and choice.
All human beings are different and have their own individual needs and desires. In many cases groups of people can become products of their environments - eg. how they were brought up, where they are from and their schooling. However the specific goals that we elect and action we undertake are the result of individual thinking and learning.
A general group of consumers is known as a demographic - ie. teenagers, middle age men etc...
Marketers target certain demographics with products through advertising and corporate sponsorships of athletes, actors and models who may make the product appear "cool" to the demographic or possibly even across the board.
This heavily influences consumer choice because it compels the consumer to buy the product that the "star" is promoting, in a vain attempt to imitate or just generally because they believe in them and their choices.
Here is an example of a pepsi advertisement used to woo consumers featuring David Beckham.
Also as stated earlier individuals are driven buy wants and needs, these again vary across the board. For example. : A young student, might require study supplies etc. while a elderly man might simly only require meals and the odd pair of slippers.
A fine example of a product that is marketed towards the older population.
As well as needs and wants consumers are also influenced by their ego. This might sound funny but young people care far more about how they are perceived than the older generations. And they are influenced accordingly by fashion and accessories. Whereas again, an old cobber just want some comfy slippers to slip into and a nice glass of brandy.
On the flipside, mobile phones are tailored more toward younger more social people. Now phones such as the iphone are flooding the market with additional features, covering all bases and trying to also create features that make life easier for professionals.
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