MKTG 3433 Study Guide - Midterm Guide: Software Maintenance, Test Market, Htc
Document Summary
Consumer behavior- process through which buyers make purchasing decisions. Culture- the values, beliefs, preferences, and tastes handed down from one generation to the next. Core values in the u. s- education, freedom, health, volunteerism, work ethic, accumulate wealth. Subcultures- groups with their own distinct modes of behavior. Can differ by ethnicity, nationality, age, rural versus urban location, religion and geographic distribution. Individuals conform to majority rule even if that majority rule goes against their beliefs. Peer pressure can change opinion, even of obvious fact. Reference groups- people or institutions such as family, friends, or celebrities. Opinions are valued, to whom a person looks for guidance, to whom a person uses a standard for evaluating themselves. Opinion leaders- trendsetters who purchase new products before others in a group and then influence others in their purchasesfamily influences- family structure has changed over the last century. Children and teenagers represent a huge market and they influence what their parents buy.
