MKTG101 Lecture Notes - Lecture 4: Masculinity, Individualism, Institute For Operations Research And The Management Sciences
4 Aug 2018
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Document Summary
The analysis of the behaviour of individuals and households who buy goods & services for personal consumption. An understanding of cb informs marketing decisions including: Consumers make decisions along a continuum, from habitual decision-making behaviours at one end to extended decision-making behaviours at the other. We need to know the reasons behind the decisions: The what, why, how, when and where of their behaviour. The circumstances consumers nd themselves in when making purchasing decisions. Physical location - where the purchase decision is made. Purchase motivation - reasons (birthday present or self) In uences on behaviours that operate at the level of the whole society, or of major groups within society. The system of knowledge, beliefs, values, rituals and artefacts by which a society or other large group de nes itself. Culture includes tangible elements such as clothing, artworks and food, and intangible elements such as laws, religious beliefs and customs.
