Consumer behavior is affected by many characteristics such as social factors. These social factors can include aspects such as groups, social networks, online social networking, and so on. In fact, one of the most important social factors that influence consumer buying behavior is the family. The role of the husband, wife, and children can all play a part in what, why, and when a product is bought.
This advertisement by Microsoft focuses on the Windows Live Photo Gallery and centers around Kylie, a 4 1/2 years old PC user. This ad implements the aspect of family because it represents the program's wide accessibility through the child's obvious excitement and ease of use. Parents can see that the program is made in a way where even a young child can use it without difficulty, in the end making the product more appealing.
-Michelle Choe, Section G
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