COMMERCE 2MA3 Chapter Notes - Chapter 4: Consumer Behaviour, Cognitive Dissonance, Vending Machine
11 Mar 2014
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Document Summary
Consumer behaviour: process through which buyers make purchase decisions, marketers recognize three broad categories of interpersonal influences on consumer behaviour: cultural, social, and family influences. Culture: values, beliefs, preferences, and tastes handed down from one generation to the next. Marketing strategies and business practices that work in one country may be offensive or ineffective in another. The canadian marketing association has identified four core canadian values, which are these: a unique balance between individualism and collectivism, an attitude of tolerance and acceptance, a heightened appreciation for a quality of life, an essentially peaceful predisposition. Microcultures: smaller groups within a society that have their own distinct characteristics and modes of behaviour. Opinion leaders: trendsetters who purchase new products before others in a group and then influence others in their purchases. Marketers describe the role of each spouse using these four categories: autonomic role is seen when the partners independently make equal numbers of decision.
