MGMA01H3 Chapter 6: Chapter 6 Notes
Document Summary
Chapter 6 consumer markets and consumer buyer behaviour notes. Culture: marketers are always trying to spot cultural shifts to discover new products that might be wanted. Subculture: many subcultures make up important market segments, and marketers design products and marketing programs tailored to them. Family: marketers are interested in the roles and influence of husband, wife, and children on purchase of different products and services. Occupation: marketers try to identify the occupational groups that have an above-average interest in their products and services. Economic situation: marketers of income-sensitive goods watch trends in personal income, savings, and interest rates. Motivation the basic self-concept premise is that people"s possessions contribute to and reflect their identities. Abraham maslow sought to explain why people are driven by particular needs at particular times: motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of the need.
