Analyzing the Consumer Market

Analyzing the Consumer Market

Social Factor of Influence

Social Factors is another influence that must be considered by any businesses who want to be successful selling in the current market. According to Denrell, 2008”social influence usually focus on why people are persuaded by or conform to the opinions of others” (Denrell, 2008, p47, para 2) .

Kotler and Keller mention that, “reference groups, family, and social roles and statuses” (Kotler & Keller, 2012, p 153), are the aspect of social factors and that affects the consumer behaviors in purchasing any product.

In social factor influence, Nespresso influences the reference group (Indirect group). Reference group is defined by Kotler and Keller, 2012 as “groups that have direct or indirect influence on their attitudes or behavior” (Kotler & Keller, 2012, p 153). The indirect group is the most influence with Nespresso. People are indirectly influenced by how others behave and act toward the product. In addition, Nespresso consumers are indirectly influenced via the social media, especially on Facebook. The current consumers or who had tasted and used Nespresso product will placed their comments and satisfaction with the product and whoever will see those comments and messages will responds on trying the product on their own if the hype is really true.

Personal Factors of Influence

Another influence that a company must factor in before distributing their product to the market is the personal factors or characteristics of target populations. According to Kotler and Keller, 2012, the personal factor that must be considers are “age, stage in the life cycle, occupation and economic circumstances, personality and self-concept, and lifestyles and values” (Kotler & Keller, 2012, p 155). For Nespresso, the most personal factors that influence the consumer to purchase the product are the age, occupation and economic circumstances, and lifestyles.

Nespresso is one of the high-end products that are out in the...