Chapter 8

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University of Toronto Scarborough
Management (MGM)
Ingrid L.Stefanovic

INTRODUCTION Consumer Behaviour consists of the activities of individuals in obtaining, using and disposing of goods and services, including the decision processes that precede and follow these actions Basic task of marketing is to understand the customer so sound marketing planning can occur Lewins proposition is that : B = f(P,E) o B: is behaviour o F: function o P: : interactions of individual factors o E: the pressures exerted on individuals by outside forces in the environment Consumer Behaviour: B = f(E,I) o B: is behaviour o F: is a function o E: interaction of environmental factors o I: individual factors and psychological processes ENVIRONMENTAL FACTORS THAT AFFECT CONSUMER BEHAVIOUR Two important groups of factors that affect consumer behaviour are cultural and social influences Cultural Influences The broadest environmental determinant of consumer behaviour Culture can be defined as the complex of values, ideas, attitudes, institutions and other meaningful symbols created by people that shape human behaviour, and the artifacts of that behaviour, transmitted from one generation to the next. Core values in Canadian Culture Marketers must constantly assess cultural norms One strong cultural thread is an awareness of the distinctiveness of the Canadian identity Cultural Influences: An International Perspective An awareness of cultural differences is particularly important for international marketers o Different attitudes affect marketing strategy Often marketing programs successful in Canada cannot be applied to international markets because of cultural differences World marketers must become familiar with many aspects of the local population including their cultural heritage Subcultures Microculture is a subgroup with its own distinguishing modes of behaviour
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