F11MKT300CB_PreLecture

F11MKT300CB_PreLecture - Ch.5 Consumer Behavior Erika...

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Ch.5 Consumer Behavior Erika Paulson Ahreum Maeng
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Model of Consumer Behavior Consumer Behavior is the buying behavior of final consumers (individuals and households) that buy goods and services for personal consumption
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Culture Culture is the learned values, perceptions, wants, and behavior from family and other important institutions Cultural shifts matter to marketers Health and wellness: exercise equipment, health club memberships, clothing, diet products, supplements, health care Energy and global warming: energy efficient appliances, flex fuel cars, carbon credits, “green” consumer products
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Subculture Examples Hispanic – fastest growing segment Prefer branded products, brand loyal Family oriented shopping and consumption African American – increasing affluence Price conscious Enjoy shopping Subculture: group of people within a culture with shared value systems based on common life experiences and situations Include nationality, religion, age cohort, geography, race/ethnicity
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Social Class Social class is a function of: Education, occupation, income, wealth Family and social network, geographic location, lifestyle & taste Where do you belong? Social classes: society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
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What Is Your Rank? New York Times, 2005
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Social Class Social class is a function of: Education, occupation, income, wealth Family and social network, Social classes: society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
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Groups Membership Groups: Groups with direct influence and to which a person belongs Reference Groups:
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This note was uploaded on 01/23/2012 for the course MARKETING 300 taught by Professor Lim during the Fall '11 term at Wisconsin.

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F11MKT300CB_PreLecture - Ch.5 Consumer Behavior Erika...

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