ADMS 2200 Chapter Notes - Chapter 5: Brand Loyalty, Reference Group, Virtual Community

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Jean Adams

Document Summary

Interpersonal determinants of consumer behavior: cultural influences. Culture values, beliefs, preferences, and tastes handed down from one generation to the next. Basic core values always stay the same: underlying motivations that move society forward and shaped by people. Canadian core values: balance between individualism and collectivism, attitude of tolerance and acceptance, heightened appreciation for quality of life, essentially peaceful predisposition. Values besides core values change over time and affets us: technology value in communication. Marketing strategies have to be different in presence of different cultures: fit the product to local taste. Groups with their own distinct modes of behavior: microcultures affect what products companies market and how its marketed, marketers need to be sensitive to these changes. Must develop marketing message that attracts different types of consumers. Quebecois: french canadians, a microculture, quebecois are. Difficult entering this market with outside established brands. Proposed advertising targeted towards quebecs would be more successful. Twin beds theory same bedroom but different.