As we know, for several consumers their
family is their primary reference group, and the major target market
for most of the products and
product categories. The members of a family play explicit roles in their
everyday functioning, and such roles extend to the dominion of consumer
purchase decisions. So, a family's decision making style often is
influenced by its lifestyle, roles, and cultural factors. As a result, children are
everyday influenced by their own specific families in the way they make
consumer buying decisions, and marketers comprehend these sorts of behaviors
which are ever moresignificant in terms of specific market niches.
We have learned
new behaviors through Television as the result of perceived needs. NIKE and Lexus
went from being perceived as luxury items to needed items via advertising. Men now must have
big screen TVs and women must
want to continually buy shoes. This was all done by advertising. The way in which we
buy products has also changed. For instance, there is a new
Capitol 1 commercial that exhibits a woman
walking down the street rashly buying on credit, and receiving a feeling that the
end result is: invaluable.
Skills and knowledge have changed with the use of television advertising instant communication
and consciousness. Several insurance companies advertise their internet sites
online which can be used to elevate awareness. They are not alone. With the instant
communication age, we advertise the need of consumer awareness.
In addition to immediate obvious advertising, there is also the influence in
television shows. Take the evening news, which often focuses on consumer
awareness. Take comedies which show various brands of soda used in a household,
implying that everyone worthwhile drinks that brand. Take dramas which show
women crying into Ben and Jerry's after the tearful breakup. Our needs and
wants have changed. We no longer decide for ourselves that we want products or
how we want them. Instead, we allow television to teach us, since after all, if
it's on television, then everyone must be doing it, and it must be true.
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