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Final Exam Notes - Chapter 6.docx

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COMM 131
Jacob Brower

Chapter 6: Understanding Consumer and Business Buyer Behaviour Consumer markets and Consumer behaviour:  Consumer market – all individuals/ households that aquire goods and services for personal consumption What is consumer behaviour?  Must learn about why consumers are buying things  Consumers themselves do not know what influences their purchases Characteristics affecting consumer behaviour:  Cultural: o Culture: a set of basic values, perceptions, and wants learned from family/ others o Subculture: group of people sharing values based on experiences  Ascribed: groups in which one is automatically included  Achieved: groups one chooses to belong to o Social Class – permanent divisions in society, share similar values/ interests  Social: o Reference Groups – two or more people interacting to accomplish goals  Membership Group  Aspiration Group: wishes to belong  Dissociative Group: wants to distance themselves from  Opinion Leaders: someone within a reference group who exerts social influence o Family: the family is the most important consumer buying organization in society (ex women make 85 percent of family purchases) o Roles and status – want to buy products to support your role and status  Personal: o Age and life cycle stage: Ex someone who is just married wants a first home o Occupation – ex blue collar workers tend to buy rugged work clothes whereas white collar workers tend to purchase business suits o Lifestyle: Activities, interests, and opinions o Personality and Self Concept: personality is usually defined in terms of traits such as self confidence, aggressiveness, or sociability. Self concept is how one views themselves  Psychological: o Motivation: a need that is sufficiently pressing to direct person to seek satisfaction (ex. Thirsty, purchase water) o Perception: a motivated person is ready to act, how this person acts is influenced by his or her perception of the situation. Perceptual processes...  Selective attention – the tendency for people to screen out information  Selective distortion – the tendency for people to interpret information in ways which support what they already believe  Selective retention – consumers are likely to remember good points made about a brand they favour and forget good points about competitors o Learning: changes in an individual’s behaviour arising from experience. Most human behaviour is learned o Beliefs and Attitudes: through doing and learning, people acquire beliefs and attitudes which in turn influence buying behaviour Other external Influencers:  Purchase task – reason for decision  Social surro
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