Textbook Notes (363,063)
Canada (158,170)
MGMA01H3 (184)
Chapter 6

Week 3 - Chapter 6

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University of Toronto Scarborough
Management (MGM)
Alison Jing Xu

1 P a g e M G T B 0 4 W e e k 3 Chapter 6 Consumer Markets and Consumer Buyer Behaviour (pg. 180 205) - Harley-,;L84382,7N090788503,J70,90,O419L209KL3NL3J,-4:9.:8942078,39K0L7-:L3J behaviour. This has led them to be as successful as they are today since they market owning a Harley to being a member of the Harley-Davidson family What Is Consumer Behaviour? - Consumer buyer behaviour are the buying behaviour of final consumers individuals and households that buy goods and services for personal consumption - The consumer market are made up of all the individuals and households who buy or acquire goods and services for personal consumption - Consumers vary tremendously in age, income, education level, and tastes - When consumers make purchase decisions, the decision making process could be more complex (e.g. buying a house) rather than buying an everyday product (e.g. coffee) - Learning whys of consumer buying behaviour is difficult since the answers are often locked deep ZL9KL39K0.438:20782L3 - The central question is: given all the characteristics (cultural, social, personal, and psychological) affecting consumer behaviour, how do we best design our marketing efforts to reach our consumers most effectively? - The study of consumer behaviour is an ongoing process of being aware of a number of issues before, during, and after the purchase where companies want to build brand loyalty and lasting relationships with customers Factors Affecting Consumer Behaviour - Consumer purchases are influenced strongly by cultural, social, personal, and psychological factors (marketers cannot control these factors but they must take them into account) Cultural Factors - Marketer need 94:30789,39K074O05O,0-9K0.438:2078culture, subculture&social class: - Culture o Culture is the set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions o Every group or society has a culture which influences on buying behaviour o Marketers must adjust to these differences or it can result in ineffective marketing o Should not be assumed that culture are identical within a country since there can be overlapping of cultural groupings (e.g. Canada is a diverse country with many cultures) o Marketers are always trying to spot cultural shifts to discover new products that might be wanted (e.g. cultural shift toward concern for health expanded the fitness industry ) - Subculture o Each culture contains smaller subcultures which is made up of a group of people with shared value systems based on common life experiences and situations o Subcultures include nationalities, religions, racial groups, and geographic regions o Four important subculture groups in Canada include regional subcultures, founding nations, ethnic subcultures, and mature consumers: Regional Subcultures N Within Canada, there are distinctive regions such as the Atlantic provinces, Quebec, Central Canada, the Prairies, and British Columbia N Its varied geographic features and climate have shaped regional character and personality (e.g. Atlantic Canada is largely defined by its proximity to and historical relationship with the sea) www.notesolution.com
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