COMM 296 Lecture Notes - Lecture 1: Abraham Maslow, Selective Exposure Theory, Reinforcement
Document Summary
Consumer buyer behaviour: buying behaviour of final consumers (individuals/households for personal consumption) Consumer market: all individuals and households that buy or acquire goods/services for personal consumption. Consumers make many purchase decisions: what, where, how, how much, when, why they buy something (cid:498)given all the characteristics affecting consumer behaviour, how do we best design our marketing efforts to reach our customers most effectively? (cid:499) Culture: set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions (eg government) Every group or society has their own culture. Cultural influences on buying behaviour vary from group to group (countries may have overlapping cultures) Marketers must identify cultural shifts to follow the trend and develop new products: eg cultural shift towards health and fitness emergence of industry for exercise equipment/clothing etc. Subculture: a group of people with shared value systems based on common life experiences and situations.
