MARK 300 Chapter Notes - Chapter 5: Asian Americans, Ideal Class Group, Marketing Buzz
Document Summary
Consumer buyer behavior- buying behavior of nal consumers- individuals and households that buy goods and services for personal consumption. Consumer market- all the individuals and households that buy or acquire goods and services for personal consumption. Culture- most basic cause of a person"s wants and behaviors. Factors in uencing consumer behaviors: cultural > social > personal > psychological > buyer. Subculture- group of people with shared value systems based on common life experiences and situations: in us. Total market strategy- integrating ethnic themes and cross cultural perspectives within a brand"s mainstream marketing, appealing, to consumer similarities across subcultural segments rather than differences. Social class- relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. 7 american social classes: upper upper class, lower upper class, upper middle class, middle class, working class, upper lower class. Saturday, february 23, 2019: lower lower class.
