COMM 223 Lecture 5: Lecture 5 223
7 Feb 2017
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Document Summary
Purchase goods and services for personal consumption. Buy or acquire goods and services for consumption. Need to be able to understand consumer behaviour before we can hope to influence product. Consumers are exposed to many stimuli including the marketing mix and other external factors. Buyer characteristics influence how these stimuli are perceived and processed. Marketing and other stimuli: 4 p"s are controllable to the firm, but other are not. Buyer responses: can observe what the buyer actually buys. Buyer"s black box: we can observe what the buyer buys, but we don"t know why. Set of basic values, perceptions, wants and behaviours. Core values remain stable, while secondary values change slowly. Growing sense of wanting to be distinct from the us, despite media spillover. Differences between cultures are important to international trade. Group of people with shared values systems. Based on common life experiences and situations. Quebec"s subculture: french speaking different from all of the canada.
