Download free eBooks at bookboon.comMarketing Communications
Consumer Behaviour And Marketing Communication
GROUP OF PREDISPOSITIONAL FACTORS
These groups of factors relate to the basic characteristic of an individual that are independent from the
existence of an innovation. They are called predispositional factors because they reflect attitude and
behaviour patterns prior to any exposure to an innovation.
The group of predispositional factors consists of five variables:
- VENTURE SOMENESS: willingness to take risks in the purchase of new products, these
risks are of a financial and social nature. Reference group influence can be strong with
regards to product and brand choice in such product categories as cars, cigarettes and beer. - SOCIAL INTEGRATION: the degree of participation with other members of the community.
A highly socially integrated person is very active in public life and is popular with his fellow
citizens. Typical for such individuals are activities in political parties, religious organizations,
community affairs, charitable organizations and other local clubs and communities. They
are intensively involved in community life. - COSMOPOLITENESS: the degree to which an individual’s orientation is external to a
particular social system. A cosmopolite person receives a great deal of information from such
sources as scientists, teachers, consultants, professional books and periodicals, travels and
foreign sources. He is a contrast to a ‘local’ consumer whose main channels of information
are of a local nature and whose mental horizon, interests and activities are markedly different
from a cosmopolite. - SOCIAL MOBILITY: refers to the process by which individuals move from one position to
another in society, positions, which by general consent, have been given specific hierarchical
values. A study focusing on consumer mobility showed the following characteristics for
highly mobile consumers in America. Some of these characteristics are also applicable in
most of the West and the developing countries.
• They travel more and change residence more often.
• They show more movement through the occupational structure.
• They are more likely to change their economic status.
• They associate with a wider variety of people of different types.
• They move through more educational levels and institutions.
• They move through more intellectual influences.
• They are more selective and variable in their politics.
• In those various dimensions, they have moved a greater distance from their family
of birth.