MKC1200 Lecture Notes - Lecture 4: Surf Culture, Consumer Behaviour, Group Buying
30 Aug 2018
School
Department
Course
Professor
Document Summary
A study of consumer behaviour: consumers make buying decisions every day and they make many different types of purchases, marketers can study actual consumer purchases to find out what they buy, where and how much. Influences on consumer behaviour: consumer purchases are strongly influenced by three group of factors. Intangible elements - people"s religio(cid:374)s: hofstede and others, how we can measure culture, certain characteristics and you could define culture on it, power distance, risk. Individualism - how much do you value own individuality or as a group: masculinity or feminine, aus masculine, many asian feminine. Social class: can we move between classes, open class structure so people can easily move between social classes. Friend who plays tennis to help buying a tennis racquet: family, autonomic decisions, not male/female dominant roles, wife-dominant decisions, grocery buying decisions, husband-dominant decisions, things to do with outdoors, lawnmower.
