MARK101 Lecture Notes - Lecture 3: Market Power, Purchase Order, Masculinity
9 Aug 2018
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Lecture 3 week 3 chapters 4 & 5. Factors inluencing consumer behaviour: you as a marketer and you as a consumer, you have to understand what inluences consumer behaviour and decisions, what factors. Individual: social class (may change between societies); status (perception of value); symbolism; opinion leaders might inluence consumer behaviour. Hofstede"s dimensions of culture: uncertainty, individualism, masculinity, long-term orientation inluence consumer buying behaviour, examples of cultural inluences. Maslow"s hierarchy of needs: analyses us as very basic human beings (as an animal), and then as a more complex human and society and our hierarchy of needs. Consumer involvement and the decision-making process: the consumer has to have a need or want recognition. The marketer can create or stimulate a new want or need for a product that is available. Information search: you may ask friends for their opinion: we don"t do this for all purchases however.
