Chapter 6 Textbook Summary.docx

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Western University
Management and Organizational Studies
Management and Organizational Studies 2320A/B
Kevin Thompson

Chapter 6  Consumer buying behaviour: the buying behaviour of final consumers – individuals and households that buy goods and services for personal consumption  Consumer market: all the individuals and households who buy or acquire goods and services for personal consumption  Factors affection consumer behaviour o Cultural Factors  Culture: the set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions  Marketers are trying to spot cultural shifts  Subcultures: a group of people with shared value systems based on common life experiences o Regional subcultures o Founding nations o Ethnic consumers o Mature consumers  Not stuck to their ways anymore  Social class: relatively permanent and ordered divisions in a society whose members share similar value, interests, and behaviours (not determined by a single factor)  Social factors: small groups, family, social roles, status  Groups and Social Networks  Groups: two or more people who interact to accomplish individual or mutual goals o Reference group: any external influence that serve as direct or indirect points of comparison or reference in forming a persons attitudes or behaviour o Membership group: groups that have a direct influence and to which a person belongs (e.g. family) o Aspirational groups: one who which the individual wishes to belong to  Opinion leaders: a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others  Online social networks: online social communities  Family  Most important consumer buying organization in society  Children may also be helping make purchasing decisions  Role and status  The persons position in each group can be defined in terms of both role and status  A role consists of the activities people are expected to perform according to those around them  Each role carries a status reflecting the general esteem given to it by society o Personal Factors  Age and life cycle  People change the goods and services they buy over their lifetimes  Five RBC life-stage segments: youth, getting started, builders, accumulators, preservers  Occupation  Economic situation  Lifestyle  Lifestyle: a person’s pattern of living in his or her psychographics (activities, interests, opinions)  Personality and self-concept  Personality: the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment  Brand personality: the specific mix of human traits that may be attributed to a particular brand o Sincerity, excitement, competence, sophistication, ruggedness o Psychological Factors  Motivation  Motive (drive): a need that is sufficiently pressing to direct the person to seek satisfaction of the need  Sigmund Freud suggested that a persons buyi
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