24210 Lecture Notes - Lecture 3: Consumer Behaviour, Reference Group, Opinion Leadership
Document Summary
Consumer behaviour: explain why marketers require a thorough understanding of consumer behaviour and its major influences. Consumers make decisions along a continuum (habitual extended) Marketers need to understand why they behave in a certain way and how why they have preference for a particular product. Situational: temporary factors when making purchase decisions (capps) Social interaction: understand the major group factors that influence consumer behaviour. Cultural influences: (influence on behaviours on society/major groups) Culture (knowledge, beliefs & values by which a group defines itself) tangible elements such as clothing or intangible: religious beliefs. Individualism (people focus on their own goals rather than group) Defined by lifestyles and eio (education, income, occupation) Social influences: (influences on individual to reflect group norms) Dissociative group (does not which to belong or want to leave) Opinion leader (reference group member who provides relevant and influential advice about a specific topic of interest to group members) Known as (cid:494)early adopters(cid:495) as they drive customer awareness.
