Social environment of consumers

The social environment of the consumer has a lot of influence on the use of products. The different factors of social environment are family, friends, school, work and basically everything in your surroundings. For example if you are born in the Achterhoek (an area in the eastern part of the Netherlands) then you are more likely to drink the beer brand Grolsch then if you are born somewhere else in the Netherlands, because you are influenced by the people in the area who brew and drink it. This is the way it goes with every brand, if your close surroundings drink, eat or use a product, then you are likely to do the same. The way people are influenced by Amstel is the same, you are more eager to drink Amstel when your friends and family drink it as well. On the other hand, when a culture or a belief forbids the use of alcohol, you won’t be drinking any beer. This is also because of your social environment, because you are not allowed to drink alcohol, you won’t do it. 

Also the circumstances have a major influence on the consuming of beer. At a party, most of the people like to drink beer, which is kind of a social pressure, because it encourages other people to drink beer as well. Also on a terrace in the sun it is tempting to drink a beer, or after playing a soccer match, it is tempting to drink some beer with your friends.

These are the stages of the family life cycle. As you can see there are six stages, and in every stage there is a different amount of consuming beer (Amstel).

Single Adult:

The single adult will probably be spending a lot of time with their friends. They will probably have more parties than while having children. I think that the consuming of beer (Amstel) will be quite a lot, because they have no obligations concerning a wife/husband or children. As they are adults and therefore allowed to drink alcohol, they will probably consume a lot of beer (Amstel).

New Couple:

As a new couple, they will probably consume less beer than when they were single, because they have more obligations. Still, they will consume quite some beer (Amstel), as they are still young and will go to parties together.

Couple with children:

A couple with children will reduce their drinking behavior even more, because they want to take care for their children and of course be a good example for them. They will still have some beer (Amstel), but not as much as when they had no children.

Couple with teenagers:

The couple still wants to be a good example for their children, by not drinking a lot of beer (Amstel). Their drinking behavior will therefore probably be the same as when they had little children.

Launching children:

The children left the house, which means the couple does not have to adjust their drinking behavior to their children anymore. They will enjoy the rest of their life and have a beer (Amstel) whenever they want.

Family in later life:

Their drinking behavior will reduce again, because they can’t drink as many beer (Amstel) as they used to do. They might also have grandchildren for which they want to be an example.

This is the standard behavioral model. It shows the five stages of the consumer when they want to buy a product. I will explain these stages with the product Amstel.

Need recognition & problem awareness:

This is the first step. The consumer realizes that he/she has a need for beer.

Information Search:

The consumer will look for solutions for this need. He will look at different brands, the taste, the prices etc. He will look at the internal information (consumer already knows this information), like for example he liked the taste of Amstel, so he will buy it again. Also the external information (information that is obtained by the consumer’s environment) plays a role, for example the consumer’s friends recommend Amstel, so he will try it.

Evaluation of alternatives:

The consumer will look at the different alternatives. He’s considering which beer brand to choose. For example if other beer brands are cheaper, perhaps it is tempting to buy one of those. Eventually he will make a decision, which leads to the next stage, purchase.

Purchase:

The consumer is buying the brand he eventually decided, Amstel.

Post purchase evaluation:

The consumer looks back at the decision he made. He considers if Amstel was the right decision, and if he will buy it again next time.

With this attitude scale you can show your thoughts about the brand Amstel. 

Amstel Beer	Very Bad	Bad	Neutral	Good	Very Good
The design of the bottle
Taste
Commercials and Advertisements
Price
Originality

Bibliography

Perreau, F. (n.d.). The 5 stages of Consumer Buying Decision Process. Retrieved September 21, 2016, from The Consumer Factor: http://theconsumerfactor.com/en/5-stages-consumer-buying-decision-process/

Pinterest. (2016). Family Life Cycle. Retrieved September 21, 2016, from Pinterest: https://nl.pinterest.com/pin/204913851769353835/

Riley, J. (2016). Reference Library. Opgeroepen op September 21, 2016, van Tutor2u: http://www.tutor2u.net/business/reference/marketing-buyer-behaviour-the-decision-making-process