Comm 296 - Chapter 6

Comm 296 - Chapter 6 - Comm 296 Chapter 6: Understanding...

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Comm 296 Chapter 6: Understanding Consumer and Business Buyer Behaviour CONSUMER MARKETS AND CONSUMER BUYING BEHAVIOUR Consumer buyer behaviour : buying behaviour of final consumers (individuals/households for personal consumption) Consumer market : all individuals and households that buy or acquire goods/services for personal consumption WHAT IS CONSUMER BEHAVIOUR? - Consumers make many purchase decisions o What, where, how, how much, when, why they buy something - “Given all the characteristics affecting consumer behaviour, how do we best design our marketing efforts to reach our customers most effectively?” CHARACTERISTICS AFFECTING CONSUMER BEHAVIOUR Cultural Factors Culture : set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions (eg government) - Every group or society has their own culture - Cultural influences on buying behaviour vary from group to group (countries may have overlapping cultures) - Marketers must identify cultural shifts to follow the trend and develop new products o Eg cultural shift towards health and fitness emergence of industry for exercise equipment/clothing etc Subculture : a group of people with shared value systems based on common life experiences and situations - Each culture contains smaller subcultures - Nationalities, religions, racial groups, geographic regions - 4 important ones in Canada: regional subcultures (provinces), founding nations (English, French, Aboriginal), ethnic subcultures (ethnic minorities – Chinese, African American), mature consumers (aging population) Social class : relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviours - Measured by occupation, income, education, wealth - People can move up/down in social classes (not fixed) - People within a social class tend to have similar buying behaviours (distinct products/brand preferences) Social Factors Groups and Social Networks Groups : two or more people who interact to accomplish individual or mutual goals - Membership groups: direct influence on person and directly belongs in it - Reference groups: direct/indirect points of comparison or reference in forming a person’s behaviour o Expose a person to new behaviours and lifestyles, influence attitudes and self-concept, conform person’s product/brand choices Opinion leaders : people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others Buzz marketing : creating opinion leaders to serve as “brand ambassadors” who spread the word about their products Online social networks : online communities (blogs, social networking websites, virtual worlds) where people socialize or exchange information and opinions - Use social networks to interact with consumers (become part of conversation and their lives) - Results are difficult to measure and control Family - Family members can strongly influence buyer behaviour
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Comm 296 - Chapter 6 - Comm 296 Chapter 6: Understanding...

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