BUSI 1210 Chapter Notes - Chapter 6: Everett Rogers
2 Dec 2016
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This is the behaviour associated with membership in a society. Merely being in a society pre-disposes us to certain ways of doing things we learn values, perceptions, wants, needs etc. Sub-cultures also exist - based in part on regional differences. Permanent and orderly divisions based on values, interest and behaviours. There was a time when the market could be divided by income, occupation and related behaviours, with blue-collar workers purchasing products differently than others. Today this segmentation is based on multiple factors that serve to influence how people buy and behave. We tend to buy products that are consistent with how we see ourselves and how we would like to be seen by others. Differences here are based on the premise that we buy certain things and shop a certain way based on our perception. To self-actualize to achieve all that we can achieve and to shop like we made it to this level. Safety needs buy to be safe.
