Textbook Notes (368,501)
Canada (161,931)
MGMA01H3 (184)
Chapter 6

Week 3 - Chapter 6

9 Pages
Unlock Document

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
More Less

Related notes for MGMA01H3

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.