BUS 343 Chapter Notes - Chapter 6: Reference Group, Cognitive Dissonance, Direct Marketing

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Ginger Grant

Document Summary

6 understanding consumer and business buyer behaviour. Consumer buyer behaviour = buying behaviour of final consumers. Indivs & households that buy goods & services for personal consumption. Consumer market = all final consumers combined. Study of consumer behaviour begins & ends w/ individual. Ongoing process, starts before purchase & continues after consumption. Marketers must be aware of issues before, during & after purchase to build brand loyalty. Marketers always trying to spot cultural shifts to discover new prods that might be wanted. Subcultures = group of ppl w/ shared value sys based on common life experiences & situations: many subcultures make up important market segments. Ppl w/ similar social class tend to exhibit similar buying behaviour. Opinion leader = person w/in reference group who exerts social influence on others: b/c of special skills, knowledge, personality, etc. Online social networks = online communities where ppl socialize/exchange info & opinions. Family is most important consumer buying org in society.