MGMA01H3 Lecture : Chapter 6.docx
Document Summary
Chapter 6 consumer markets and consumer buyer behaviour. Consumer buyer behaviour: the buying behaviour of final consumer individuals and households that buy goods and services for personal consumption. Consumer market: all the individuals and households who buy or acquire goods and services for personal consumption. Buyer behaviour reflecting and emphasis on the actual exchange of goods for money. Study of consumer behaviour as an ongoing process starting long before purchase until it is consumed. Culture: the set of basic values, perception, wants and behaviours learned by a member of society from family and other important institutions. Marketers to spot cultural shifts: to discover new products that might be wanted. Subculture: a group of ppl w/ shared value systems based on common life experiences and situations: ex: nationalities, religions, racial groups, geo regions, makes up market segments. French: history and language of each nation drive cultural differences.
