MKTG 2201 Chapter Notes - Chapter 5: Cognitive Dissonance, Selective Exposure Theory, Homeostasis
19 Mar 2017
School
Department
Course
Professor
Document Summary
Consumer buyer behavior: buying behavior of final consumers. Consumer market: all the individuals and households that buy or acquire goods and services for personal consumption. Cultural: set of basic values, perceptions, wants, and behaviors learned by an individual from family and other important institutions. Subcultural: group of people with shared value systems based on common life experiences and situations, total market strategy integrates ethnic themes and cross-cultural perspectives within a (cid:271)ra(cid:374)d"s (cid:373)ai(cid:374)strea(cid:373) (cid:373)arketi(cid:374)g. Social class: relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. Factor 2: social factors: groups, word-of-mouth influence, opinion leaders, online social networks, family, roles and status. Factor 3: personal factors: occupation, age and family life-cycle, economic situation, lifestyle, personality and self-concept, five types of brand personality: sincerity, excitement, competence, sophistication, ruggedness. The buyer decision process: need recognition- the buyer recognized a problem or need, can be triggered by internal stimuli or external stimuli.
