COMM 2401 Chapter Notes - Chapter 6: Subculture, Social Class, Market Structure
29 Oct 2018
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Chapter 6: understanding consumer and business buyer behaviour. Consumer buy behaviour: the buying behaviour of final consumers individuals and households that buy goods and services for personal consumption. Consumer market: all the individuals and households that buy or acquire goods and services for personal consumption. We must understand the whys of consumer buying behaviours. There are: (1) prepurchase issues, (2) purchase issues, (3) postpurchase issues. Characteristics affecting consumer behaviour: cultural, social, personal, psychological. Culture: set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Subculture: a group of people with shared value systems based on common life experiences and situations (nationalities, religions, racial groups, geographic regions) Social class: relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours. Small groups, social social networks, family, social roles, status. Group: two or more people who interact to accomplish individual or mutual goals (membership)
