200083 Lecture Notes - Lecture 3: Reference Group, Retail, Unit
Chapter 5)Understanding Consumer and business buyer behaviour
B2C marketing: impersonal mass communication,lots of customers
B2B marketing:close relationship with the customer,few customers
1)identify the consumer market and the main factors that influence consumer buying behaviour
consumer market-all the individuals and households who aquire goods and services for
personal consumption
consumer buying behaviour-buying behaviour of final consumers
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR:
CULTURAL (CCS)
SOCIAL (GMROO)
PERSONAL (AOELP)
PHYSCOLOGICAL
MPLB
CULTURE-
Most basic values,perceptions,wants,law,ritual
Culture groups-groups of people with shared value systems based on common life experiences
-anglosaxon,1st people
-share identif. Of gender,sexual preference,age
social classes-rel. perm & ordered division in a society who share similar values,beliefs
Groups and social networks-
Membership groups-
Groups that have a direct influence to which a person belongs
Reference groups-
Serve as indirect or direct points of comparisons,expose person to new behaviours/attitudes
-opinion leaders: people within a reference group who because of special skills,knowledge exert
social influence
online social networks:
online communities where people exchange info-
FB,YOUTUBE
Family-most imp.buying org. in society
Age and life cycle:
Document Summary
1)identify the consumer market and the main factors that influence consumer buying behaviour consumer market-all the individuals and households who aquire goods and services for personal consumption consumer buying behaviour-buying behaviour of final consumers. Culture groups-groups of people with shared value systems based on common life experiences. Of gender,sexual preference,age social classes-rel. perm & ordered division in a society who share similar values,beliefs. Groups that have a direct influence to which a person belongs. Serve as indirect or direct points of comparisons,expose person to new behaviours/attitudes. Opinion leaders: people within a reference group who because of special skills,knowledge exert social influence online social networks: online communities where people exchange info- Tastes in good, clothes,furniture, recreation are age related. Manual workers buy more rugged work,executives buy business suits. Economic situation: a persons economic situation will affect his or her store,product choices. Lifestyle:a persons pattern of living as expressed in his or her activities.
