Textbook Notes (368,128)
Canada (161,665)
Commerce (1,690)
Chapter 4

Marketing Chapter 4.docx

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Ambika Badh

Marketing Chapter 4 Consumer behaviour • Process through which buyers make purchase decisions • Marketers recognize three broad categories of interpersonal influences on consumer behaviour: cultural, social, and family influences Culture • Values, beliefs, preferences, and tastes handed down from one generation to the next Marketing strategies and business practices that work in one country may be offensive or ineffective in another. The Canadian Marketing Association has identified four core Canadian values, which are these: 1. A unique balance between individualism and collectivism 2. An attitude of tolerance and acceptance 3. A heightened appreciation for a quality of life 4. An essentially peaceful predisposition Microcultures • Smaller groups within a society that have their own distinct characteristics and modes of behaviour Reference Groups • People or institutions whose opinions are valued and to whom a person looks for guidance in his or her own behaviour, values, and conduct, such as family, friends, or celebrities • Strong influence by a group on a member’s purchase requires two conditions: 1. The purchased product must be one that others can see and identify 2. The purchased item must be conspicuous; it must stand out as something unusual, a brand or product that not everyone owns Marketing 2MA3: Chapter 7 1 Opinion Leaders • Trendsetters who purchase new products before others in a group and then influence others in their purchases Marketers describe the role of each spouse using these four categories: 1. Autonomic role is seen when the partners independently make equal numbers of decision. Personal care items would fall into the category 2. Husband-dominant role occurs when the husband usually makes certain purchase decisions. Buying a wood stove or generator is a typical example 3. Wife-dominant role has the wife making most of the buying decisions. Children’s clothing is a typical wife-dominant purchase 4. Syncretic role refers to joint decisions. The purchase of a house follows a syncretic pattern. Need - Imbalance between a consumer’s actual and desired states Motive - Inner state that directs a person toward the goal of satisfying a need Maslow’s Hierarchy of Needs - Physiological - Safety - Social - Esteem - Self-Actualization Perception 2 Marketing 2MA3: Chapter 7 - Meaning that a person attributes to incoming stimuli gathered through the five senses - A person’s perception of an object or event results from the interaction of two types of factors: 1. Stimulus factors – characteristics of the physical object such as size, colour, weight, and shape 2. Individual factors – unique characteristics of the individual, including not only sensory processes by also experiences with similar inputs and basic motivations and expectations Perceptual screens - Mental filter or block through which all inputs must pass to be noticed - Doubling the size of an ad, using certain colours or graphics, or developing unique packaging are some techniques that marketers use to get
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