Textbook Notes (362,755)
Canada (158,052)
York University (12,350)
ADMS 2200 (123)
Kim Snow (26)
Chapter 4

Chapter 4 Notes ADMS 2200.docx

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York University
Administrative Studies
ADMS 2200
Kim Snow

Chapter 4 – Consumer Behaviour Chapter Objective 1: Define customer behaviour and describe the role it plays in marketing decisions Consumer behaviour – Process through which buyers make purchase decisions Chapter Objective 2: Describe the interpersonal determinants of consumer behaviour: cultural, social and family influences. Interpersonal Determinants of Consumer Behaviour Cultural Influences - Values, beliefs, preferences, and tastes handed down from one generation to the next - Core Values – do not change; cultural values may change o Microcultures – groups within a culture that have distinct modes of behaviour i.e. Chinese Canadian consumers, Quebecois (over 7 million in Canada), South-Asian Canadian consumers (expected to be largest cultural group in 2031) o More than 80 cultural groups across the country Social Influences - Everyone belongs to multiple social groups that influence buying decisions - Groups establish norms of behaviour - Differences in status and roles within the group also influence behaviour o I.e. Your dad’s opinion on purchasing a car Asch Phenomenon – people conform to majority rule, even if it is against their beliefs Reference Groups - People or institutions whose opinions are valued - Depends on two conditions o Purchased product must be seen and identifiable o Purchased product must be conspicuous; not everyone owns Social Classes - Six classes: Upper-upper, lower-upper, upper-middle, lower-middle, working class, lower class - Income is not always a primary factor - Determined by income, family background, education o You can belong to an upper-upper class and not have a lot of money o More people moving up the classes due to education Opinion Leaders - Trendsetters who purchase new products before others in a group and then influence others in the their purchases - Tend to act as opinion leaders for specific goods or services based on their knowledge of and interest in those products - E.g. Oprah Family Influences Family structure is changing due to: - Decline birth rate - Increase of childless couples - Higher divorce and separation rates - Children staying at home longer Roles of Each Spouse: 1. Autonomic role a. Independently make equal numbers of decisions b. I.e. personal care items 2. Husband-dominant role a. I.e. buying wood stove, generator 3. Wife-dominant role a. I.e. children’s clothing purchases 4. Syncratic-role a. Joint decisions b. I.e. buying a house - Children and teenagers represent huge market - Influence what their parents buy Chapter Objective 3: Explain each of the personal determinants of behaviour: needs and motives, perceptions, attitudes, learning, and self-concept theory. Needs and Motives Need – Imbalance between a consumer’s actual and desired states Motive – Inner state that directs a person toward the goal of satisfying a need Perceptions - Person attributes to incoming stimuli gathered through the five senses - Perception results from the interaction of two types of factors: o Stimulus factors – characteristics of physical object such as size, colour, weight and shape o Individual factors – unique characteristics of the individual (sensory + experiences + basic motivations & expectations) Perceptual screens – the mental filtering processes through which a
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