MT 219 Marketing Unit 3 Seminar

MT 219 Marketing Unit 3 Seminar - MT 219 Marketing Unit...

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MT 219 Marketing Unit Three Consumer and Business Buyer Behavior Note: This seminar will be recorded by the instructor.
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Review of Unit Two How did it go? Questions or concerns? Instructor suggestions for Unit 3 Questions
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Consumer Behavior The buying behavior of people who purchase products for personal or household use and not for business purposes We study consumer behavior in order to - understand the major influences on what, where, when and how consumers buy - be in a better position to develop marketing strategies
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Influences on Consumer Behavior Figure 5.2 in e-text 4 Factors: - Cultural - Social - Personal - Psychological
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Culture Single broadest determinant of consumer behavior Accumulation of values, knowledge, beliefs, customs, objects, and concepts that characterizes a society
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Subcultures Groups of individuals whose values and behavior patterns are similar Can be based on a number of factors, including -Geography - Demographic characteristics - Common experiences and history
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MT 219 Marketing Unit 3 Seminar - MT 219 Marketing Unit...

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