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Chapter 6

Principles of Marketing_Chapter 6.docx

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McGill University
Management Core
MGCR 352
Sameer Mathur

Chapter 6: Consumer Markets and Consumer Buyer Behavior What is Consumer Behavior?  Consumer buyer behavior: the buying behavior of final consumers – individuals and households that buy goods and services for personal consumption  Consumer market: all the individuals and households who buy or acquire goods and services for personal consumption  Issues that arise during consumption process: o Prepurchase issues o Purchase issues o Postpurchase issues Factors Affecting Consumer Behavior Cultural Factors  Culture: set of basic values, perceptions, wants, and behaviors 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 o Regional subcultures: Canada, Quebec, etc. o Founding Nations : Canada’s aboriginal people  Picture: Windpseaker magazine  Windspeaker magazine is one tool promoted by the Aboriginal Multi-Media Society 9AMMSA) to assist marketers to communicate with Canada’s Aboriginal peoples effectively and efficiently o Ethnic consumers  Picture: printscreen of Chinese website  Toronto-based 51.ca serves a free market for information for Canada’s Chinese community and has captured the attention of many Canadian advertisers o Mature consumers  Social class: relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors Social Factors  Groups and social networks o Group: 2 or more people who interact to accomplish individual or mutual goals o Opinion leader: a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others o Online social networks: online social communities – blogs, social networking websites, or even virtual worlds – where people socialize or exchange information and opinions o Picture: Buzz marketing – vocalpoint  Buzz marketing: the Vocalpoint marketing arm of Proctor & Gamble has enlisted an army of buzzers to create word-of-mouth for brands. “We know that the most powerful form of marketing is a message from a trusted friend.” o Picture: NHL website, MakeitSeven.ca  Using online social networks: following the success of large social networking sites, thousands of niche sites have popped up that cater to more selective online communities. MakeitSeven.ca connects a community of Canadian NHL fans who want a seventh NHL team in Canada  Family  Roles and Status Personal Factors  Age and life-cycle stage o Picture: family-buying (shopping cart, shopping lists)  Family buying: family buying roles are changing. For example, men now account for about 40% of all food-shopping dollars, while women influence 50% of all new technology purchases  Occupation  Economic situation  Lifestyle o Lifestyle: a person’s pattern of living as expressed in his or her activities, interests and opinions o Picture of BMW website  Lifestyle: consumers don’t just buy products, they buy the values and lifestyles those products represent. BMW doesn’t just sell convertibles, it sells the convertible lifestyle  Personality and Self-Concept o Personality: the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment o Brand personality: the specific mix of human traits that may be attributed to a particular brand o 5 brand personality traits  Sincerity  Excitement  Competence  Sophistication  Ruggedness Psychological Factors  Motivation o Motive (drive): a need that is sufficiently pressing to direct the person to seek satisfaction of the need o Picture: old man in red convertible  Motivation: an aging baby boomer who buys a sporty conver
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