Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government. Secondary beliefs and values are more open to change . Society’s major cultural views are expressed in people’s views of: Themselves, Others, Organizations, Society, Nature, The universe Consumer and Business Buyer Behaviour Consumer Buying Behaviour Refers to the buying behaviour of people who buy goods and services for personal use. These people make up the consumer market . The central question for marketers is:- How do consumers respond to various marketing efforts the company might use?‖
Culture: Culture is the Most Basic Cause of a Person's Wants and Behavior. Culture Subculture Groups of people with shared value systems based on common life experiences. Social Class Society‘s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Measured by a combination of: occupation, income, education, wealth, and other variables. Social Factors Groups: Membership, Reference (Opinion Leaders) Aspiration Family: Oc cupation Economic Situation Personal Factors Lifestyle: Pattern of living as expressed in psychographics Ac tiv iti es In te re st O pi ni on s Personality & Self-Concept Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one‘s own environment. Self-concept suggests that people‘s possessions contribute to and reflect their identities.
Maslow’s Hierarchy of Needs Self-Actualization Esteem needs Social needs Safety needs Physiological needs Perception & Learning A belief is a descriptive thought that a person holds about something. An attitude is a person‘s consistently favourable or unfavourable evaluations, feelings, and tendencies toward an object or idea. Buying Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Post purchase behaviour Sources of Information Person al Comm ercial Public Experie ntial Buying Decision Process Factors that influence purchase decision: Attitudes of others Unexpected situational factors Cognitive dissonance: a buyer‘s doubts shortly after a purchase about whether it was the right decision. Stages in the Adoption Process Awareness: Consumer becomes aware of the new product, but lacks information about it. Interest: Consumer seeks information about new product.
Evaluation: Consumer considers whether trying the new product makes sense.
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- Winter '17