COMM 131 Chapter Notes - Chapter 6: Subculture, Dont

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Refers to the buying behaviour of final customers individuals and households that buy goods for personal consumption (not to sell again) Consumers have different buying behaviour: ex: decision for buysing coffee is different than buying first house. Marketers study actual customer purchases to find out what they buy, where, and how much. But learning the whys of consumer buying is the hard part. Consumers don"t know what they want and what influences their purchases. Marketers can"t control these factors for the most part but they still eed to take them in account. The most basic cause of a person"s wants or behaviour. Growing up in a society, a child learns basic values, perceptions, wants, and behaviours from the family and other important institutions. Every group or society has a culture, and cultural influences on buying behaviour may vary from country to country. Don"t assume: that culture is a homogeneous system of shared meaning, way of lfe, or unifying values.