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Chapter 6

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Concordia University
MARK 201

Marketing Management I COMM 223Winter 2013Chapter 6 Consumer Markets and Consumer Behaviour1What is Consumer BehaviouraConsumer buyer behaviour The buying behaviour of final consumersindividuals and households that buy goods and services for personal consumptionbConsumer market All the individuals and households who buy or acquire goods and services for personal consumptioncCentral question for marketers Given all the characteristics cultural social personal and psychological affecting consumer behaviours how do we best design our marketing efforts to reach our consumers most effectivelyConsumers perspectiveMarketers perspectivePrepurchase How does a consumer decide that he How are consumer attitudes towards Issuesneeds a product What are the best products formed and changes What cues sources of information to learn more do consumers use to infer which products about alternative choicesare superior to othersPurchase IssuesIs acquiring a product a stressful or a How do situational factors such as time pleasant experience What does the pressure or store displays affect the consumers purchase say about the consumers purchase decisioncustomerPostpurchase Does the product provide pleasure or What determines whether a consumer will Issuesperform its intended function How is be satisfied with a product and whether he the product eventually disposed of and will buy it again Does this person tell what are the environmental others about his experiences with the consequences of this actproduct and does this affect their purchase decisionsi2Factors Affecting Consumer BehaviouraCultural factorsiCulture The set of basic values perceptions wants and behaviours learned by a member of society from family and other important institutions1Human behaviour is largely learned from childhood2Marketers are always trying to spot cultural shiftsiiSubculture A group of people with shared value systems based on common life experiences and situations includes religions nationalities racial groups etc1Regional SubculturesaExample Canada is divided into BC Prairies Atlantic Canada etc2Founding NationsaCanada had three founding nations Aboriginal people the English and French
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