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COMM 131 (63)
Chapter 6

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COMM 131
Jacob Brower

CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOUR  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 o 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  General question for marketers: given all the characteristics (cultural, social, personal and psychological) affecting consumer behaviour, how do we best design out marketing effort to reach our consumers most effectively?  Before: there was emphasis on the actual exchange of the product making it called “buyer behaviour” o NOW: marketers recognize the study of consumer behaviour is ongoing and starts way before the actual purchase and ends way after o This means: marketers must be aware of a number of issues before, during and after purchase to build brand loyality and lasting relationships CHARACTERISTICS AFFECTING CONSUMER BEHAVIOUR:  Cultural, social, personal, and psychological  Marketers can't control these factors for the most part but they still eed to take them in account CULTURAL  Culture, subculture and social class CULTURE  The most basic cause of a person’s wants or behaviour  Human behaviour is learned from culture  Growing up in a society, a child learns basic values, perceptions, wants, and behaviours from the family and other important institutions  An American child learns or is expeosed to the following values: achievement and success, activies and involvement, efficiency and practicality, progress, hardwork, material comfort, individualism, freedom, humanitarianism, youthfulness, and fitness/health o But Canadians see themselves differently than an American child o One commonality between our two cultures is that our marketing practices are similar  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 o It is too broad to say that all Canadians are like _______, or all Indians are like _______.  In diverse societies, such as Canada, there is a multiplicity of overlapping cultural gro
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