Core beliefs and values are passed on from parents to children and are

 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.