HR management essay : Glamazon’s key factors

Glamazon’s key factors that influence their behavior have been discussed in the following portion of the assignment. The factors are as under:Þ    Cultural Factors: Cultural factors have been referred to as one of the aspects which would affect the consumer behavior of Glamazon. The sub parts along with the cultural factors which might affect Glamazon are social class, culture of the buyer & sub-culture.

• Social Class: Social class would influence the behavior of Glamazon. This refers to an aspect which would affect the people belonging to the similar class. The target group for Glamazon is the school & college goer’s boys & girls. Therefore, the marketing activities which would be used by the same could be tailored as per the social class involved (Stavkova, Stejskal & Toufarova, 2008).
• Sub-culture: This refers to the second factor which would influence the behavior of Glamazon. At Glamazon, the clothes could be designed for the girls & boys taking into consideration the needs of the target audience.
• Culture of the buyer: Glamazon needs to keep in mind the culture of the target group it deals with. This factor would be regarded as one of the major influencing factor for the target audience (Shah, 2010).

Þ    Social Factors:Reference Groups: The reference groups in case of Glamazon refer to its target audience i.e. school going boys & girls, teenage boys & girls, etc. They would majorly influence the buying capacity of others.

• Family: The buying behavior of Glamazon would also be influenced by the family members. Therefore, Glamazon shall opt to open up a store catering to the needs of the adults as well (Stavkova, Stejskal & Toufarova, 2008).
• Roles & Status: Roles & Status would also affect the consumer behavior of Glamazon. Though, Glamazon is a fashion store which keeps into consideration high class as well as branded clothes for both the sex (males & females). Hence, the target audience which would get attracted would belong to a rich class category (Shah, 2010).

Þ    Personal Factors: Some of the influence factors which would affect the consumer behavior under this category are age, occupation, lifestyle, economic situation, personality.Personality: Personality plays one of the most important roles which would affect the consumer behavior of Glamazon.

• Lifestyle: Lifestyle refers to the factor which would affect the consumer behavior of Glamazon.
• Occupation: Since Glamazon is a fashion brand which caters to the selling as well as designing of the branded clothes. Therefore, the target audience should have hefty amount of cash in order buy such type of clothes (Acevedo, 2012).

Þ    Psychological Factors: The main aspects to be kept in mind psychological factors are:

• Motivation: The needs of the target audience shall be kept into consideration by Glamazon. There must be a motive which would press the client of Glamazon to buy clothes from the same (Stavkova, Stejskal & Toufarova, 2008).
• Perception: Glamazon shall try to attract the attention of the customers by adopting various marketing strategies. This would help in order to retain as well as inform its target audience regarding the brands available (Shah, 2010).

Consumer Behavior and the buyer decision process for new products and price strategyThe five stages in the consumer behavior & the buyer decision process for new products and price strategy have been described as under:

Þ    Recognition of problem: The first stage which shall be kept in mind by Glamazon would be to recognize the problem which would be based upon the needs of the consumers.

Þ    Search for the relevant information: The second step in the buyer decision process would be to search the relevant information regarding the product which would give the customers high levels of satisfaction & fulfill their requirements. In this stage the customers discuss regarding their needs with relatives, friends, etc (Acevedo, 2012).

Þ    Evaluation of the alternatives: Under this stage, evaluation of the alternatives shall be done. Evaluation would be practiced with the help of personal experiences, etc.

Þ    Purchase decision: The purchase decision would keep in mind what to buy, when to buy & form where to buy. This aspect would help Glamzaon to have a clear view regarding the buying capacity of its target audience (Shah, 2010).

Þ    Post – purchase behavior: Once the purchase is made, the level of satisfaction would have a strong effect over the future purchases to be made by the target audience. This aspect would keep in mind that, whether future purchases shall be made from Glamazon or not.

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