MKF2111 Chapter Notes - Chapter Wk 11 : Dogma, Homophily, Product Sample

• School: Monash University
• Department: Business - Marketing - MKF
• Course: MKF2111
• Professor: All

Document Summary

Consumer behaviour affected by: psychographics (this week): values, lifestyle, personality, social influences (this week): opinion leaders, reference groups, social norms, demographics (last week): gender. Adventure seekers : high adrenaline and adventure seekers. Def : enduring belief that a given behaviour or outcome is good or desirable: individualism. E. g. speed , power and design of a car: collectivism. These different value will have different preferred products. Types of values: global: more abstract (freedom, happiness, terminal: highly desired end outcomes, instrumental: individual traits to help achieve end outcomes e. g. means-end chain analysis: explain how values link to attributes in products or services. Def : manifestastion or actual patterns of behaviour represented by consumer activities or interest: lifestyle can be observed. Value cannot be observed: marketing implications: insights into customer lifestyle can make marketers customise their products or tailored to to target. Set of feelings that is in conflict in early age. And how we manage to end this conflict.