Consumer buying behavior

The social influences has four parts, which including roles and family, reference group, social classes and culture & sub-culture( Dibb, S&Simkin, L, 2012)  Lays product is a famous snack brand in the words. In my opinions, the influence could come from the roles and family, the lays has 90% of total buyers, which are age between 20 to 30(Research on Consumer buying behaviour for Lay's chips, 2016). So the young people much like to buy lays chips, the roles for those people mainly are students, not marry, married (no child). They are just entrant into the society without parents cared. Moreover, for the age between 5 to 10   years old, which only have 1% buyer. That also can be explained by roles and family. For most family, the parents all know the Lays chips is not healthy for children grow up. In term of culture factor, there is significant effect on  the customers of Lays. According to research, the South American is the biggest potato eating country in the world (Potato Facts and Figures - International Potato Center, 2013) Therefore the Lays as an American product is the most famous brand in the world. The culture of eating potatoes could expand market. 

The family cycle includes Single I, Empty Nest I, Full Nest I, Full Nest II, Empty Nest II and Single II. As far as I am consider, Lays potato chips more relate with Empty Nest I. As it has been mentioned before, the main buyer of Lays chips is age between 20 to 30. In other word, the Empty Nest II and Single II, which haven’t provided the market to Lays chips. Those ages of people more focus on healthy life style. 

The evaluation of alternatives is most likely for Lays chips. When people want to buy potato chips, they will establish criteria for comparing the products. They will think all brand of potato chips in the market. Luckily, Lays is best selling and a well-know brand product. That could be a big advantage for Lays chips selling.

Attitudes Toward Lays chips 

ATTRIBUTE	Importance	Brand Evaluation	Importance*Brand Eval
Taste	4	4	16
Price	3	2	6
Health	3	2	6
Package	1	1	1

*1=Unimportant…5=Very Important

    **1=Unsatisfactory…5=Very Satisfactory

References

Dibb, S. (2012). Marketing concepts and strategies. Andover: Cengage Learning.

Research on Consumer buying behaviour for Lay's chips. (2016). Slideshare.net. Retrieved 19 September 2016, from http://www.slideshare.net/JasvinderNotra/research-on-consumer-buying-behaviour-for-lays-chips

Potato Facts and Figures - International Potato Center. (2013). International Potato Center. Retrieved 20 September 2016, from http://cipotato.org/potato/facts/      

Lays Chips logo, Vector Logo of Lays Chips brand free download (eps, ai, png, cdr) formats. (2016). Logotypes101.com. Retrieved 14 September 2016, from http://www.logotypes101.com/logo/lays-chips