MKC1200 Study Guide - Final Guide: Consumer Behaviour, Individualism, Reinforcement
Document Summary
Explain the various stages of the consumer decision process: understand what constitutes consumer buyer behaviour, describe the level of involvement and types of consumer problem-solving processes, discuss the main factors that influence consumer buyer behaviour. Consumer behaviour - study of the behaviour of individuals and households who buy goods and services for personal consumption. Specific to a situation in which consumers find themselves: related to group (social or cultural) factors, unique to the individual. Situational influences: physical - characteristics of the location in which the purchase decision is made (e. g. fashion retailers should install flattering lighting in the fitting rooms) Cultural influences - i(cid:374)flue(cid:374)(cid:272)e of the (cid:448)alues, (cid:271)eliefs a(cid:374)d (cid:272)usto(cid:373)s of the perso(cid:374)(cid:859)s (cid:272)o(cid:373)(cid:373)u(cid:374)it(cid:455: culture - system of knowledge, beliefs, values, rituals and artefacts by which a society or other large group defines itself. Tangible elements e. g. housing, technology, clothing, food, artworks.
