BMGT 350 Chapter Notes - Chapter 5: Marketing Buzz, Subliminal Stimuli, Reference Group
22 Apr 2016
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Consumer buyer behavior: buying behavior of final consumers-individuals and households that buy goods and services for personal consumption. Consumer market: all individuals and households that buy or acquire goods and services for personal consumption. Buying decision if focal point of marketer"s effort. Why is more difficult to answer: consumers often don"t know exactly what influences their purchases. How do consumers respond to various marketing efforts the company might use: starting point is stimulus-response model of buying behavior, marketing stimuli consist of four ps: Cultural: all stimuli enter the buyer"s black box, turned into a set of buyer responses: Consumer purchases are influenced strongly by cultural, social, personal, psychological characteristics. Culture: set of basic values, perceptions, wants, behaviors learned by a member of society from family and other important institutions. Marketers try to spot cultural shifts to discover new products that might be wanted.
