MARK 201 Chapter Notes - Chapter 6: Consumer Behaviour, Opinion Leadership, Reference Group
14 Dec 2016
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MARK 201
Chapter 6
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Understanding Consumer and
Business Buyer Behaviour
Consumer Markets and Consumer Buyer Behaviour
Consumer market: all the individuals and households that buy or acquire goods and
services for personal consumption.
Consumer buyer behaviour: the buying behaviour of final consumers — individuals and
households that buy goods and services for personal consumption.
What is Consumer behaviour?
Characteristics affecting consumer behaviour
-Cultural factors
•Culture: the set of basic
values, perceptions, wants,
and behaviours learned by a
member of society from family,
school…
•Subculture: a group of people
with shared value systems
based on common life
experiences and situations
•Cross-cultural marketing:
including ethnic themes and
cross-cultural perspectives within a brand’s mainstream marketing, appealing to
consumer similarities across subcultures rather than differences
•Social class: relatively permanent and ordered divisions in a society whose members
share similar values, interests, and behaviours.
-Social factors
•Group: two or more people who interact to accomplish individual or mutual goals
•Opinion leader: a person within a reference group who exerts social influence on
others
Issues
Consumer’s perspective
Marketer’s perspective
Prepurchase
issues
How does a consumer decide that he or she
needs a product?
What are the best source of information?
How a consumer attitudes toward products
formed and changed?
What cues do consumers use to infer which
products are superior to others?
Purchase
issues
Is acquiring a product a stressful or
pleasant experience?
What does the purchase say about the
consumer?
How do situational factors, such as time
pressure or store displays, affect the
consumer’s purchase decision?
Postpurchase
issues
Does the product provide or perform its
intended function?
How is the product eventually disposed of,
and what are the environmental
consequences of this act?
What determines wether a consumer will be
satisfied with a product and whether he or
she will buy it again?
Does this person tell others about his/her
experience with the product and affect their
purchase decisions?
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Consumer market: all the individuals and households that buy or acquire goods and services for personal consumption. Consumer buyer behaviour: the buying behaviour of nal consumers individuals and households that buy goods and services for personal consumption. Social factors: group: two or more people who interact to accomplish individual or mutual goals, opinion leader: a person within a reference group who exerts social in uence on others. 4: online social networks, family, role: consists of the activities people are expected to perform. Personal factors: lifestyle: a person"s pattern of living as expressed in his or her activities, invests, and opinions, personality: the unique psychological characteristics that distinguish a person of a group. Need recognition (internally or externally: ex: advertisement, talking to someone . Information search (different sources: personal, commercial, public, experiential) Evaluation of alternatives (depends on the buying situation and the consumer) Purchase decision (in uenced by attitudes of others or unexpected situational factors)
