MGMA01H3 Chapter Notes - Chapter 6: Consumer Behaviour, Selective Exposure Theory, Reference Group
Document Summary
Consumer buyer behaviour: buying behaviour of final consumers individuals and households that buy goods and services for personal consumption. Consumer market: all of the individuals and households that buy or acquire goods and services for personal consumption. Marketers must be aware of issue before, during and after purchase to build brand loyalty. Consumer purchases influenced by cultural, social, personal and psychological characteristics. Marketers cannot control such factors but must take them into account. Must understand role played by buyer"s culture, subculture and social class. Culture: set of basic values, perceptions, wants and behaviours learned by a member of society from family and other institutions. Most basic cause of person"s wants and behaviour. Every group or society has a culture. Cultural influences vary o buying behaviour may vary greatly. Failure to adjust to differences can lead to ineffective marketing. Subculture: group of people with shared value systems based on common life experiences and situations.
