cesMcGrawHillExternal Influences on Consumer BehaviorSaGa is a European fashion store chain that specializes in accessible, trendy clothes and accessories for men and women. Its targetaudience includes fashion-conscious young men and women, ages 16-30. After success in Europe, SaGa is getting ready to launch itsflagship stores in five U.S. markets-New York, Los Angeles, Chicago, San Francisco, and Miami.Based on its product offerings, SaGa is targeting millennials (those born between 1982 and 2000, also called gen Y). As a group,millennials are open to making impulse purchases, and are socially connected as demonstrated by their use of Twitter to tweet aboutproducts and brands. Also, based on its "accessible" price for its fashion offerings, SaGa is targeting middle-to upper-middle-classmillennials.SaGa's advertising agency of record was excited about the impending launch campaign in the U.S. and its first-ever foray into theAmerican market, which is heavily influenced by celebrity and pop culture. The agency was developing a campaign that focused on"usage occasion"-the ad would show a group of friends, in their 20s, getting together for a Friday night out in the city. A socialoccasion such as a night out with friends, combined with the setting of a city street lined with trendy clubs and restaurants, highlighteda perfect usage occasion for wearing fashionable clothes from SaGa. In the ad, the friends walk through a busy city street that has aparty atmosphere, and pass several other people whose fashion sense is not as trendy as theirs. As they pass these people, thecontrast between their group and the other people is highlighted by the use of muted, fading colors (for the other people) versusbright and pleasing colors (for the group of friends wearing SaGa). The agency was thus contrasting those who do not wear SaGa, adissociative group, with those who do.Meanwhile, RaZa, a high-end fashion store chain in Europe, is planning to enter the Japanese market. RaZa's promotional strategydecisions include highlighting the purchase situation in their ads by showing the exclusive boutique store atmosphere, and by usinginternational supermodels that denoted an aspirational group for their target audience. RaZa targeted older and more affluentconsumers compared to SaGa; their target market consisted of upper-class gen X'ers in Japan (those born between 1965 and 1976).RaZa's research revealed that the Japanese culture understood and respected high-end fashion.The consumer does not make purchase decisions in isolation. A number of external factors have been identified that may influenceconsumer decision-making, such as culture, subcultures, social class, reference groups, and situational determinants.Match the various external (or environmental) influences on consumer behavior to the relevant situations in SaGa's promotionaldecisions. Then match these external influences to examples found in RaZa's decisions.CultureExclusive boutique-likeshopping atmosphereSEP22SaGa's Promotional Decisions40wwwExternal Influences Examples of Externalon ConsumerInfluence fromBehaviorRaZa's PromotionalDecisionsA & Drag - Chapter 4 iRaZa's research revealed that the Japanese culture understood and respected high-end fashion.The consumer does not make purchase decisions in isolation. A number of external factors have been identified that may inconsumer decision-making, such as culture, subcultures, social class, reference groups, and situational determinants.Match the various external (or environmental) influences on consumer behavior to the relevant situations in SaGa's promotionaldecisions. Then match these external influences to examples found in RaZa's decisions.CultureExclusive boutique-likeshopping atmosphereBorn between 1965-1976Japanese appreciationfor high-end fashionSocial classSituational determinantsReference groupsSupermodelsAffluent consumersSubcultureResetSaGa's Promotional DecisionsDecision to launch in America, which represented anew culture, compared to their existing markets.Target consumers: millennialsTarget consumers: middle and upper-middle classAds featured people that the target consumers identifywith (associative groups), and also people that thetarget group does not belong to (dissociative groups).Ads featured a typical usage occasion for SaGa'sproduct offerings - a Friday night out with friends.SEP224075SavedExternal Influenceson ConsumerBehavior

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cesMcGrawHillExternal Influences on Consumer BehaviorSaGa is a European fashion store chain that specializes in accessible, trendy clothes and accessories for men and women. Its targetaudience includes fashion-conscious young men and women, ages 16-30. After success in Europe, SaGa is getting ready to launch itsflagship stores in five U.S. markets-New York, Los Angeles, Chicago, San Francisco, and Miami.Based on its product offerings, SaGa is targeting millennials (those born between 1982 and 2000, also called gen Y). As a group,millennials are open to making impulse purchases, and are socially connected as demonstrated by their use of Twitter to tweet aboutproducts and brands. Also, based on its "accessible" price for its fashion offerings, SaGa is targeting middle-to upper-middle-classmillennials.SaGa's advertising agency of record was excited about the impending launch campaign in the U.S. and its first-ever foray into theAmerican market, which is heavily influenced by celebrity and pop culture. The agency was developing a campaign that focused on"usage occasion"-the ad would show a group of friends, in their 20s, getting together for a Friday night out in the city. A socialoccasion such as a night out with friends, combined with the setting of a city street lined with trendy clubs and restaurants, highlighteda perfect usage occasion for wearing fashionable clothes from SaGa. In the ad, the friends walk through a busy city street that has aparty atmosphere, and pass several other people whose fashion sense is not as trendy as theirs. As they pass these people, thecontrast between their group and the other people is highlighted by the use of muted, fading colors (for the other people) versusbright and pleasing colors (for the group of friends wearing SaGa). The agency was thus contrasting those who do not wear SaGa, adissociative group, with those who do.Meanwhile, RaZa, a high-end fashion store chain in Europe, is planning to enter the Japanese market. RaZa's promotional strategydecisions include highlighting the purchase situation in their ads by showing the exclusive boutique store atmosphere, and by usinginternational supermodels that denoted an aspirational group for their target audience. RaZa targeted older and more affluentconsumers compared to SaGa; their target market consisted of upper-class gen X'ers in Japan (those born between 1965 and 1976).RaZa's research revealed that the Japanese culture understood and respected high-end fashion.The consumer does not make purchase decisions in isolation. A number of external factors have been identified that may influenceconsumer decision-making, such as culture, subcultures, social class, reference groups, and situational determinants.Match the various external (or environmental) influences on consumer behavior to the relevant situations in SaGa's promotionaldecisions. Then match these external influences to examples found in RaZa's decisions.CultureExclusive boutique-likeshopping atmosphereSEP22SaGa's Promotional Decisions40wwwExternal Influences Examples of Externalon ConsumerInfluence fromBehaviorRaZa's PromotionalDecisions< PrevTHE461 of 1wwwstvNext >A & Drag - Chapter 4 iRaZa's research revealed that the Japanese culture understood and respected high-end fashion.The consumer does not make purchase decisions in isolation. A number of external factors have been identified that may inconsumer decision-making, such as culture, subcultures, social class, reference groups, and situational determinants.Match the various external (or environmental) influences on consumer behavior to the relevant situations in SaGa's promotionaldecisions. Then match these external influences to examples found in RaZa's decisions.CultureExclusive boutique-likeshopping atmosphereBorn between 1965-1976Japanese appreciationfor high-end fashionSocial classSituational determinantsReference groupsSupermodelsAffluent consumersSubcultureResetSaGa's Promotional DecisionsDecision to launch in America, which represented anew culture, compared to their existing markets.Target consumers: millennialsTarget consumers: middle and upper-middle classAds featured people that the target consumers identifywith (associative groups), and also people that thetarget group does not belong to (dissociative groups).Ads featured a typical usage occasion for SaGa'sproduct offerings - a Friday night out with friends.SEP224075SavedExternal Influenceson ConsumerBehavior< PrevExamples of ExternalInfluence fromRaZa's PromotionalDecisions1 of 1TO⠀H+HNext >

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Customer buying behavior  - The process depicts the decision-making and actions of a customer while…