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Lecture

COMM 131 Lecture Notes - Uptodate, Subculture


Department
Commerce
Course Code
COMM 131
Professor
Jacob Brower

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Marketing: Chapter 6 – Understanding Consumer and Business Buyer Behaviour (Week 3)
Consumer buyer behavior – the buying behavior of final consumers – individuals and
households that buy goods and services for personal consumption
Consumer market – all the individuals and households that buy or acquire goods and
services for personal consumption
CHARACTERISTIC FACTORS AFFECTING CONSUMER BEHAVIOUR:
Cultural:
Culture
oSet of basic values, perceptions, wants, and behaviours learned by a
member of society from family and other important institutions
oBasic cause of a persons wants and behaviours
Subculture
oA group of people with shared value systems based on common life
experiences and situations
oInclude nationalities, religions, racial groups, and geographic regions
Social Class
oRelatively permanent and ordered divisions in a society whose members
share similar values, interests, and behaviours
oMeasured by combination of occupation, income, education, wealth, and
other variables
Social:
Reference groups
oServe as direct (face-to-face) or indirect points of comparison or reference
in forming a persons attitudes or behavior
oPeople often influenced by reference groups they do not belong in
oExpose people to new behaviours and lifestyles; influence attitudes and
self-concept; create pressures to conform
Group: two or more people who interact to accomplish individual
or mutual goals
Membership groups: groups that have direct influence and to
which a person belongs
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