MKTG 471 Lecture Notes - Lecture 5: Reference Group, Consumer Behaviour, Subculture
Document Summary
Consumer behavior: the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Of these, cultural factors exert the broadest and deepest influence. Cultural factors: culture, subculture, social classes. Culture, subculture, and social class are particularly important influences on consumer buying behavior: culture is the fundamental determinant of a person"s wants and behavior. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, racial groups, and geographic regions. Social class members show distinct product and brand preferences in many areas. Societal factors: reference groups, cliques, family, roles and status. In addition to cultural factors, societal factors such as reference groups, family, and social roles and statuses affect our buying behavior. A person"s reference groups are all the groups that have a direct (face-to-face) or indirect influence on their attitudes or behavior.
