ADMS 2200 Chapter Notes - Chapter 5: Reference Group

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ADMS 2200 Full Course Notes
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ADMS 2200 Full Course Notes
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Consumer behaviour: process through which buyers make decisions. Consumer decisions: high-involvement purchase decisions, low-involvement purchase decisions. Classifying consumer problem-solving processes: marketers recognize three categories of problem-solving behaviour, routi(cid:374)ized respo(cid:374)se behaviour, li(cid:373)ited proble(cid:373) solvi(cid:374)g, exte(cid:374)ded proble(cid:373) solvi(cid:374)g. Interpersonal determinants of consumer behaviour: cultural influences, social influences, family influences. Culture includes: the values, beliefs, preferences, and tastes handed down from one generation to the. Reference groups: people or institutions whose opinions are valued, influence of reference group depends on two conditions, pur(cid:272)hased produ(cid:272)t (cid:373)ust (cid:271)e see(cid:374) a(cid:374)d ide(cid:374)tifia(cid:271)le, pur(cid:272)hased produ(cid:272)t (cid:373)ust (cid:271)e (cid:272)o(cid:374)spi(cid:272)uous, so(cid:373)ethi(cid:374)g that (cid:374)ot e(cid:448)ery(cid:271)ody o(cid:449)(cid:374)s. Social classes: six classes: upper-upper, lower-upper, upper middle, lower-middle, working class, lower class, income not always a primary factor. Opinion leaders: trendsetters who purchase new products before others in a group and then influence others in their purchases, family structure is changing over the last century due to: Family influences: more women and seniors living alone, women having fewer children.

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