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ch 5 Consumer Markets and Consumer Buyer Behavior

ch 5 Consumer Markets and Consumer Buyer Behavior -...

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Consumer Markets and Consumer Buyer Behavior Chapter 5
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Chapter Overview Model of Consumer Behavior Characteristics Influencing Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products
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Consumer Behavior Factors
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Cultural Influences Culture: learned values, perceptions, wants, and behavior from family and other important groups. Subculture: groups of people within a culture who share values based on common life experiences (Hispanic, African American, Asian, Mature consumers) Social classes : society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors (income,
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How to market to Cultural Cultural: Watch for cultural shifts (low-fat, high fiber; bail-out) Subculture: Hispanic: brand loyal, high-quality, family African Americans: price conscious, quality, fashion Asian-American: most affluent, most brand loyal Mature Consumers: willing to try new brand, convenience, active dimensional lifestyle
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Consumer Behavior Factors
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