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Chapter 7

MKC1200 - Chapter 7 (week 4).docx

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Dr Maya Mandery

CONSUMER BEHAVIOUR CONSUMER BUYER BEHAVIOUR – it is the behaviour of the consumer before, during and after the purchase of the product including finding out about products, searching for information, choosing between products, buying, using and recommending or criticizing the product or service. CONSUMER MARKET – it refers to all individuals and households who buy or acquire goods and services for final consumption. CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOUR 1) CULTURAL FACTORS a) Culture – the set of basic values, perceptions, wants and behaviours learned by a member of society from his family and other important institutions. A person in Australia might have cereal for breakfast and a person from France might have a croissant and coffee for breakfast. b) Subculture – a group of people with shared value systems based on common life experiences and situations. A person’s nationality, religion, racial group or geographic region can be the subcultures. Christians make up one subculture and Muslims make up another. c) Social class – relatively permanent and ordered divisions in the society whose members share similar values, interests and behaviours. 2) SOCIAL FACTORS a) Groups and social networks – reference groups are groups that have a direct or indirect influence on a person’s behaviour. A membership group is a group that a person belongs to and has a direct influence on the person’s behaviour. An aspirational group is a group that a person wishes to belong to. Opinion leaders are people who because of their skills, knowledge, personality or other characteristics are able to exert influence on others. Buzz marketing involves cultivating or even creating people to spread positive information about a product or a service. Online social networks have encouraged people to exchange information or opinions about a product. b) Family and households – even if members of the family are no longer close to the other members of the family, still the family plays a very important role in consumer behaviour. Using in the buying process, there are a few roles to be accomplished 1) Initiator – the one who comes up with the idea to buy the product 2) Influencer – the ones who encourages the purchase of the product. 3) Decider – the ones who make the final decision about whether or not to buy the product. 4) Purchaser – the one who actually pays and buys the product. 5) User – the one who finally uses the product after it is bought. c) Roles and status – different people have different roles to play in society. It refers to the activities he/she needs to perform and status refers to the level of esteem the person receives in society. 3) PERSONAL FACTORS a) Age and life-cycle stage – the age and life-cycle stage of a person plays an important role in deciding the consumer behaviour. What a buyer eats or what clothes the buyer wears changes from when the buyer is a child to when the buyer becomes an adult. b) Occupation – the occupation of the consumer influences the behaviour of the consumer. A construction worker might want more protective clothing and want technologies like machines while a white collar worker who would need more formal clothes and technology like laptops. c) Lifestyle – it refers to the patterns of living determined by activities, interests and opinions. Psychographics refers to the technique of measuring lifestyles and developing lifestyle classifications. Some people might b
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