MKT 100 Lecture Notes - Lecture 12: Shampoo, Consumer Behaviour, Kijiji

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

E. g. use of nhl players to endorse skates or sticks (young people inspired to be in the. Nhl and use nhl endorsed material) - social media has increased importance of reference groups in terms of purchase behaviour because of limitless distribution of information and opinions. Family influence: one you were born into, the one you marry into o. Is it diffeerent based on type of product (e. g. young male doesn"t care what shampoo he uses - his mom buys -- young female uses shampoo bought by mom too but she influences that decision) o. Life style dictates range of products in which ur inerested. Product terms - defines feature of newspaper choice (torontostar- middle class, globe and mail - upper middle class , toronto sun- working class) - these differences are manifested in the level of writing, mix of articles and ads. Toronto is most multicultural city in the world.