MARK20100 Chapter Notes - Chapter 4: Selective Exposure Theory, Nonverbal Communication, Trait Theory
Document Summary
Company must understand the consumer decision process to effectively market. Internal forces affecting consumer choices: personal characteristics. Age, income, education play a role in decision making: life cycle stage (age, occupation, lifestyle buying habits at same stores, vacation at same places. People who work together tend to buy and wear similar clothes, shop. Family life cycle changes in life stage transform an individual"s. Marketers identify target groups based on an individual"s position in. =an individual"s perspective on life and manifests itself in that person"s activities, interests, and opinions (aio) consumer"s lifestyle. Privacy issues and the intrusive nature of new technologies raise. Marketers seek to match their products and services with the. Marketers also target specific occupations an organization ethical concerns. Gender roles= behaviors regarded as proper for men and women in a particular society. Increase in working women has changed their lifestyle/gender role/purchasing behavior. Men and women also differ in the marketing communications: psychological attributes.
