COMM 131 Lecture Notes - Lecture 6: Selective Exposure Theory, Cognitive Dissonance, Consumer Behaviour
5 May 2017
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Chapter 6: understanding consumer and business buyer behaviour (pg. Consumer buyer behaviour: buying behaviour of final consumer- individuals and households that buy goods/services for personal consumption. Consumer market: all the individuals and households that buy or acquire goods and services for personal consumption. Consumers make many purchasing decisions, some are more complex than others. (ex. Consumer buying coffee would go through a different decision-making process than someone buying a house). Companies will research consumer buying behaviour: what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy. Learning the whys of consumer buying behaviour isn"t easy- answers are in consumers" minds: consumers don"t always know why they buy goods either. The study of consumer behaviour begins and ends with the individual! Consumer purchases are strongly affected by cultural, social, personal, and psychological characteristics: cultural factors. Marketer must understand the role played by the buyer"s culture, subculture, and social class.
