BK_Chapter005_Expanded

BK_Chapter005_Expanded - 5 Consumer Behavior CHAPTER 0...

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Chapter Objectives Consumer Behavior CHAPTER 5 1 2 3 5 6 Define consumer behavior and describe the role it plays in marketing decisions. Describe the interpersonal determinants of consumer behavior: cultural, social, and family influences. Explain each of the personal determinants of consumer behavior: needs and motives, perceptions, attitudes, learning, and self-concept theory. Distinguish between high-involvement and low-involvement purchase decisions. Outline the steps in the consumer decision process. Differentiate among routinized response behavior, limited problem solving, and extended problem solving by consumers. 4 0
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CHAPTER 5 Consumer Behavior Consumer behavior Process through which buyers make decisions. • Marketers borrow extensively from psychology and sociology to better understand consumer behavior. • Consumer behavior is usually understood as a function of interpersonal influences and personal factors. 0
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CHAPTER 5 Consumer Behavior INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR CULTURAL INFLUENCES Culture Values, beliefs, preferences, and tastes handed down from one generation to the next. • Culture is a broad environmental determinant of behavior. Core Values in U.S. Culture • Work ethic and desire the accumulate wealth. • Importance of family and home life. • Individualism, education, freedom, youth, health, and others. • Consumers are adopting new values as communication technology changes. 0
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CHAPTER 5 Consumer Behavior International Perspective on Cultural Influences • Successful strategies in one country may not extend to others. • Example: McDonald’s allows local managers to run their own advertising campaigns tailored to the preferences of their customers. Subcultures • Groups within a culture that have their own modes of behavior. • In U.S. subcultures can differ by ethnicity, nationality, age, rural versus urban location, religion, and geographic distribution. • Population mix in U.S. is changing as the Hispanic, African American, and Asian populations grow. 0
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CHAPTER 5 Consumer Behavior 0
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Consumer Behavior Hispanic-American Consumers • Forty-eight million Hispanics in U.S. are not homogenous. • Acculturation—the degree to which newcomers have adopted U.S. culture —shapes consumer behavior. • Despite differences among the various Hispanic segments, the Hispanic market in general is large and fast growing. • Some other important trends for marketers to consider: • Hispanics control more disposable income than any other minority group, a figure expected to hit $1.3 trillion by 2012. • During recent years, large consumer goods companies have invested huge sums in advertising to Hispanic consumers, in both English and Spanish. • Hispanic families tend to be somewhat larger than those of other
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This note was uploaded on 05/24/2011 for the course MKT 327 taught by Professor Forest during the Spring '09 term at Michigan State University.

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BK_Chapter005_Expanded - 5 Consumer Behavior CHAPTER 0...

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