C296 8 Consumer Behaviour Part 2

C296 8 Consumer Behaviour Part 2 - 11/10/2011...

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11/10/2011 1 Consumer Behaviour, Part 2 October 3, 2011 Social Factors Cultural Factors Consumer Behaviour Psychological Factors Personal Factors Social: Status, Reference Groups
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11/10/2011 2 Initiator Family Buying Decisions Influencer Decider Buyer User What roles do you assume in your family’s purchase decisions? Direct (member) Indirect (non member) Social Reference Groups Aspirational Dissociative
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11/10/2011 3 Social Influence Opinion leaders, trend setters Word of mouth Culture Learned Reflection Shifts = opportunities Shared values Culture Subculture Social Class Common experiences Similar buying behaviour In class Activity
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11/10/2011 4 Wonder who else owns one? Fond memory of the last These materials stand up well over time That price is Buyer Decision Process purchase. .. Picturing what it will look like. .. Wow, looks great on her! higher than at the other store. .. If I spend more
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This note was uploaded on 12/13/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at The University of British Columbia.

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C296 8 Consumer Behaviour Part 2 - 11/10/2011...

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