MAR 301 Lecture Notes - Lecture 4: Reference Group, Marketing Buzz, Yuppie
Document Summary
Individuals and households who acquire or buy goods and services for personal consumption. Consumer market: refers to all of the personal consumption of final consumers, a collection of consumers. Consumer buyer behavior: refers to the buying behavior of final consumers, what kind of steps they follow to reach the final decision. Black box: we can measure the whats, wheres, and whens of consumer buying behavior. But it"s very difficult to see inside the consumer"s head and figure out the whys of buying behavior (that"s why it"s called the black box). Marketers spend a lot of time and dollars trying to figure out what makes customers ticks. Cultural influences on consumer buying decisions: culture. The set of basic values, perceptions, wants, and behaviors learned from family and other institution. Culture gives order to a society: subculture. Homogenous groups of people within a culture who share similar value systems and cultural elements unique to their own group.
