ADMS 2200 Chapter Notes - Chapter 4: Consumer Behaviour, Chinese Canadians, Regional Policy Of The European Union

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

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. Values, beliefs, preferences, and tastes handed down from one generation to the next. Everyone belongs to multiple social groups that influence buying decisions. Differences in status and roles within the group also influence behaviour: i. e. Asch phenomenon people conform to majority rule, even if it is against their beliefs. People or institutions whose opinions are valued. Depends on two conditions: purchased product must be seen and identifiable, purchased product must be conspicuous; not everyone owns. Six classes: upper-upper, lower-upper, upper-middle, lower-middle, working class, lower class. Determined by income, family background, education: you can belong to an upper-upper class and not have a lot of money, more people moving up the classes due to education.