MGT252H5 Chapter Notes - Chapter 6: Marketing Buzz, Consumer Behaviour, Overchoice
Document Summary
Chapter 6: consumer behaviour: consumer behaviour: the buying behavior of final consumers individuals and households who buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. Model of buyer behaviour: factors affecting consumer behaviour, cultural factors: marketers need to understand the role played by the buyer"s: culture, subculture and social class. Culture: the set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions. Subculture: a group of people with shared value systems based on common life experiences and situations. (regional subcultures, founding nations, ethnic consumers and mature. Social class: relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviours. It is measured as a combination of occupation, income, education, wealth, etc. Social factors: consumer"s small groups, family and social roles and status.
