MKTG 300 Chapter Notes - Chapter 5: Cognitive Dissonance, Toothpaste, Uptodate
Document Summary
Purchase behavior; what buyer buys, when, where, and how much. Consumer buyer behavior buying behavior of final consumers - individuals & households that buy goods & services for personal consumption. Consumer market all individuals & households that buy or acquire goods & services for personal consumption. Culture set of basic values, perceptions, wants, and behaviors learned by a member of society from family & other important institutions - marketers try to spot cultural shifts to discover new products. Subculture group of people w/ a shared value systems based on common life experiences & situations. African americans: more than trillion of buying power; more price conscious, but motivated by quality & selection - ford"s brand new or go further slogan. Asian americans: most affluent u. s. demographic segment; about billion of buying power; second- fastest growing market & diverse like hispanic group; most brand conscious.