MGMA01H3 Chapter 6: Chapter 6 - Customer Markets and Consumer Buyer Behaviour.doc
20 Jan 2013
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Chapter 6 consumer markets and consumer buyer. Consumer behaviour the buying behaviour of final consumers individuals and households that buy goods and services for personal consumption. Consumer behaviour is an ongoing process that starts long before the consumer purchases a product or service and continues long after they consume it. Consumer market all the individuals and households who buy or acquire goods and services for personal consumption. Cultural factors: culture, subculture, social class: culture. Culture the set of basic values, perceptions, wants, and behaviours learned by a member of society from gamily and other important institutions. Every group or society has a culture, and cultural influences on buying behavioural may vary greatly from country to country. Failure to adjust to these differences can result in ineffective marketing or embarrassing mistakes. Marketers are always trying to spot cultural shifts to discover new products that might be wanted: subculture.
