COMM 131 Study Guide - Final Guide: Subculture, Reference Group, Consumer Behaviour
17 Apr 2013
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Chapter 6: understanding consumer and business buyer behaviour. Consumer market all individuals/ households that aquire goods and services for personal consumption. Must learn about why consumers are buying things. Consumers themselves do not know what influences their purchases. Cultural: culture: a set of basic values, perceptions, and wants learned from family/ others, subculture: group of people sharing values based on experiences. Ascribed: groups in which one is automatically included. Achieved: groups one chooses to belong to: social class permanent divisions in society, share similar values/ interests. Social: reference groups two or more people interacting to accomplish goals. Dissociative group: wants to distance themselves from. Psychological: motivation: a need that is sufficiently pressing to direct person to seek satisfaction (ex. Thirsty, purchase water: perception: a motivated person is ready to act, how this person acts is influenced by his or her perception of the situation. Selective attention the tendency for people to screen out information.
