L4-Consumer Behavior

L4-Consumer Behavior - MKTG 301 Principles of Marketing...

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Consumer Behavior Professor Shikhar Sarin, Ph.D. MKTG 301 – Principles of Marketing
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The Consumer Decision Process
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Interpersonal Determinants of Consumer Behavior Cultural Influences Culture: Values, beliefs and preferences shared by a large group of people (nationality). Fundamental Subconscious Ingrained e.g., US Culture
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Interpersonal Determinants of Consumer Behavior Cultural Influences Subcultures: subgroups within a culture which shares the values of the larger culture but displays their own distinct identity Can be based on: Race/Ethnicity Age Religion Geography
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Lullaby Club Hispanic Parents Typically Spend More on Their Children Than Other Parents Lullaby Club Hispanic Parents Typically Spend More on Their Children Than Other Parents
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Interpersonal Determinants of Consumer Behavior Cultural Influences Social Influences Asch Phenomenon : Members of social groups display similarities in: norms, values, attitudes, and behaviors. References Groups based on: status, roles, social classes … Opinion Leaders
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Channels for Communication Flow
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Interpersonal Determinants of Consumer Behavior Cultural Influences Social Influences Family Influences Categories of Household Decision-Making Autonomic Syncratic
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This note was uploaded on 03/07/2012 for the course MKTG 301 taught by Professor Shikharsarin during the Spring '12 term at Boise State.

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L4-Consumer Behavior - MKTG 301 Principles of Marketing...

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