MKTG1001 Lecture Notes - Lecture 2: Reinforcement, Cognitive Dissonance, Mattress
23 Jul 2018
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Identify the main factors that influence consumer buyer behavior. Identify and discuss the stages in the buyer decision process. *cultural- cultural factors exert the broadest and deepest influence on consumer behaviour. Cultural factors can include culture eg. ethnic groups, political affiliation, religious groups. *social- can strongly affect consumer responses, companies must take them into account when designing their marketing strategies. These can include reference groups, family, roles and status eg. consumers household type (changing lifestyles and buying roles affect marketing decisions) *personal- a buyers decisions are also influenced by personal characteristics such as age and life cycle stage occupation, economic situation, lifestyle, personality and self-concept. What need are they trying to satisfy? can include factors such as: motivation. Perception-how the person acts is influenced by his or her perception of the situation. Two people with similar motivation and in the same situation might act quite differently because they perceive the situation differently.
