MGMA01H3 Chapter 8: Chapter 8

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Document Summary

Behaviour: two important groups of factors that affect consumer behaviour are cultural and social influences. Core values in canadian culture: marketers must constantly assess cultural norms, one strong cultural thread is an awareness of the distinctiveness of the canadian. Social influences: children are part of a very important group; the family, as they grow they join other groups; school, neighbourhood, friends. from these groups they acquire status and role: status refers to relative position in a group, role refers to the rights and duties expected of an individual in a group by other members of the group. Group influence affects conformity: groups are highly influential in purchase decisions, asch phenomenon is the impact that groups and group norms can exhibit on individual. Individuals tend to adhere in varying degrees to the general expectations of a group behaviour. Income is not main determinant of social-class behaviour.