COMM 131 Chapter Notes - Chapter 6: Reference Group, Consumer Behaviour, Working Mother

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Published on 20 Apr 2013
School
Queen's University
Department
Commerce
Course
COMM 131
Professor
Marketing
Chapter 6: Understanding Consumer and Business Buyer Behaviour
January 24, 2012
Consumer Markets and Consumer Buyer Behaviour
- Consumer Buyer Behaviour: the buying behaviour of final consumers individuals and
households that buy goods for personal consumption
- Consumer Market: all individuals and households that buy or acquire goods and
services for personal consumption
- Examine factors that affect consumer behaviour
What is Consumer Behaviour?
- Why they buy, where they buy, when they buy, how they buy, etc.
- How do we best design marketing efforts to reach consumers most effectively?
- Consumer behaviour starts before the purchase of a product and continues after it is
consumed
Characteristics Affecting Consumer Behaviour
Cultural
Social
Personal
Psychological
Culture
Subculture
Social Class
Reference Groups
Family
Role and Status
Age/Life Cycle Stage
Occupation
Economic Situation
Lifestyle
Personality/Self-
Concept
Motivation
Perception
Learning
Beliefs and
Attitudes
1. Cultural Factors
Culture
- Culture: set of basic values, perceptions, wants, and behaviours learned by a
member of society from family and other important institutions
- Human behaviour is learned from families and other institutions
- Marketing and global media influence our values and behaviours, and affect how
we interpret the world
- Marketers try to find cultural shifts to discover new products
Subculture
- Subculture: group of people with shared value systems based on common life
experiences and situations
- Design products tailored to their needs
Social Class
- Social Class: relatively permanent and ordered divisions in a society whose
members share similar values, interests, and behaviours
- Measured as a combination of occupation, income, education, and wealth
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- Show distinct product and brand preferences in certain areas (clothing, homes,
automobiles, leisure activities)
2. Social Factors
Groups and Social Networks
- Group: two or more people who interact to accomplish individual or mutual
goals
- Membership Groups: have a direct influence
- Reference Groups: serve as direct or indirect points of comparison in forming a
person’s attitudes or behaviour
- Reference groups expose a person to new behaviours and lifestyles, and create
pressures to conform
- Opinion Leaders: people within a reference group who, because of special skills,
knowledge, personality, and other characteristics, exert social influence on
others (called the influentials or leading adopters)
- Buzz Marketing: using opinion leaders to spread word about products
- Online Social Networks: online communities where people socialize or
exchange information and opinions
- Companies use social networks to interact with consumers
Family
- Family members have a strong influence on buying behaviour
- Wife has traditionally been the main purchasing agent for the family in areas of
food, household productions, and clothing
- Women make 85% of family purchases
- Children have a strong influence on family buying decisions from where they go
on vacation to what cars they buy
Role and Status
- People belong to many groups family, clubs, organizations, etc.
- Person’s position in each group is defined by role and status
- Role: activities people are expected to perform according to people around them
(ie. Working mother brand manager, wife, mother, sports fan, etc.)
- People choose products appropriate to their roles and status
3. Personal Factors
Age and Life-Cycle Stage
- Family Life Cycle: stages through which families pass through as they mature
- Life stage changes often result from demographic factors marriage, children
- Marketers define target markets in terms of life-cycle stage
- As consumers life stages change, so do their behaviour and purchasing
preferences
Occupation
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Document Summary

Chapter 6: understanding consumer and business buyer behaviour. Consumer buyer behaviour: the buying behaviour of final consumers individuals and households that buy goods for personal consumption. Consumer market: all individuals and households that buy or acquire goods and services for personal consumption. Why they buy, where they buy, when they buy, how they buy, etc. Consumer behaviour starts before the purchase of a product and continues after it is consumed. Culture: set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Human behaviour is learned from families and other institutions. Marketing and global media influence our values and behaviours, and affect how we interpret the world. Marketers try to find cultural shifts to discover new products. Subculture: group of people with shared value systems based on common life experiences and situations. Social class: relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours.

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