the_scope

Diversity plays a major role in today’s culture, ranging anywhere from dance, music, clothing, trends, food and religion. A lot of Consumer behavior is influenced by diversity, have you ever wonder how a certain style became popular, or why certain regions have a higher percentage of religion being practiced. Many people have migrated from different parts of the world and continue to carry out their cultures and beliefs, while in turn introducing them to others.  Many styles of dance and clothing have derived from generation microcultures as well as internationally. Some consumers are drawn to things that are not particularly from their culture; however they incorporate their own ideas and make it their own. For instance if your walking down the street and see an outfit on someone else, you might not replicate it, but you might take certain aspects of it and create your own individual style. Music artist are known for doing this as well, an artist may incorporate music from another culture, in efforts to be different and make the song more interesting. Overall we collect a lot of our ideas from each other, create new trends, and learn from each other because the power of diversity compels us to do so.

Jay Z made a song with Panjabi MC

Companies are interested in all aspects of what drives consumers to buy their product. When deciding on the product, questions that may arise are what does the consumer want from the product or service? And will it meet their needs? The place that they are going to make the product available is also important, which then leads into the price which determines the value of the product or service. Another factor is promotion which involves persuasion; these are all known as the marketing mix, which coincides with advertising. Although the marketing mix is a strategy used to appeal to consumers, another way a company might choose to make them more appealing to their market is using source attractiveness. Source attractiveness is an effective way for companies to enhance the product that they are promoting. People usually tend to zone into a commercial when they see an attractive spokesperson, or someone who will convince them that the product actually works. However it also depends on what the company wants to sell, for example if a company wants to sale sportswear, their goal would be to find a model with an athletic build or maybe a sports athlete. If the company is selling electronics the physical appearance wouldn’t be a major concern. Source likeability can definitely heighten the appeal of the product especially if a celebrity is promoting it. The advantages of this strategy influences consumer purchases, builds awareness, positions the brand, attracts new users as well as give a falling brand a chance to redeem itself. There are numerous companies that use source likeability, for example Halle Berry for Revlon, Shaquille O’neal for Buick Lacrosse, and Gwen Stafani for L’oreal Paris.