Ch 6 Culture - Chapter 6: Consumer Decision Making Part to...

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Click to edit Master subtitle style Chapter 6: Consumer Decision Making Part II
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Factors Influencing Buying Decisions Social Factors Individual Factors Psycho- logical Factors Cultural Factors CONSUMER DECISION- MAKING PROCESS BUY / DON’T BUY
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Cultural Influence Culture Set of values, norms, attitudes, language, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next. Cultural factors exert the deepest and broadest influence over consumer behavior and decision making. Culture represents the character of a society.
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Culture is. . . Learned Functional Pervasive Dynamic Culture surrounds all the things we do, ingrained in our daily life. Common expectations (shared norms), it gives order to society Culture is not inborn. People learn what is acceptable from family and friends, peers, teachers, etc. It adapts to changing needs and an evolving environment. Technology impacts culture: TV, Automation, Internet, mobile communication, etc.
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Value: Enduring belief shared by a society that a specific mode of conduct is personally or socially preferable to another mode of conduct - People with similar value systems tend to react alike to prices and other marketing-related activities. - Values also correspond to consumption patterns. Marketers sometimes appeal to certain values; materialism, success, freedom, etc.
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Subculture ü A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group. ü Basis of subcultures: demographic characteristics, geographic regions, national and ethnic background, political beliefs, and religious beliefs etc., : e.g., the Mormon religion, HOG
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Ch 6 Culture - Chapter 6: Consumer Decision Making Part to...

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