MMK101 Lecture 5: Week 5
Document Summary
Consumer buyer behaviour = refers to the buying behaviour of final consumers individuals and households that buy gods and services for personal consumption. All of the final consumers combine to make up the consumer market. Marketers spend a lot of time and money trying to figure out what makes customers tick preferences. Social e. g. reference groups, family, roles and status. Personal e. g. age and life cycle stage, occupation, economic situation, lifestyle, personality and self-concept. Psychological e. g. motivation, perception, learning, beliefs and attitudes. Many brands may target specific sub-cultures such as asian american. Marketers tailor programs to their specific needs and preferences. Peoples buying decisions also reflect their lifestyles, the whole pattern of action and interacting in the world. Our buying decisions are impacting by a complex range of external and internal influences. Brand personality: the specific set of human traits that can be matched to a brand: Sincerity = down to earth, honest, wholesome, cheerful.
