ADMS 2200 Chapter Notes - Chapter 6: Solution Selling, E-Procurement, Value Engineering

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Louise Ripley

Document Summary

Chapter 6: understanding consumer and business buyer behaviour. Characteristics affecting consumer behaviour: strongly influenced by cultural, social, personal, and psychological characteristics. Marketers must take this into account: cultural factors- exert a broad and deep influence on consumer behaviour. The marketer needs to understand the role played by the buyer"s culture, subculture and social class. Culture the set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Every group or society has a culture and cultural influences on buying behaviour varies from country to country (ex. Marketing practices and global media influence our values and consumption behaviours and even effect how we interpret and make sense of the world around us. Subculture groups of people with shared value systems based on common life experiences and situations. Nationalities, religions, racial groups, geographic regions, age. Social class relatively permanent and ordered divisions in a society whose members share similar values, interest and behaviours.