COMM 131 Chapter Notes - Chapter 6: Reference Group, Consumer Behaviour, Working Mother
20 Apr 2013
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Chapter 6: understanding consumer and business buyer behaviour. Consumer buyer behaviour: the buying behaviour of final consumers individuals and households that buy goods for personal consumption. Consumer market: all individuals and households that buy or acquire goods and services for personal consumption. Why they buy, where they buy, when they buy, how they buy, etc. Consumer behaviour starts before the purchase of a product and continues after it is consumed. Culture: set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Human behaviour is learned from families and other institutions. Marketing and global media influence our values and behaviours, and affect how we interpret the world. Marketers try to find cultural shifts to discover new products. Subculture: group of people with shared value systems based on common life experiences and situations. Social class: relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours.
