ECON 3245 Chapter Notes - Chapter 5: Consumer Behaviour
27 Nov 2018
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Consumer behaviour: process through which buyers make purchase decisions. Culture: values, beliefs, preferences, and tastes handed down from one generation to the next. Microcultures: smaller groups within a society that have their own distinct characteristics and modes of behaviour. Reference groups: people or institutions whose opinions are valued and to whom a person looks for guidance. Opinion leaders: trendsetter who purchase new products before others and then influences their purchases. Need: imbalance between a consumer"s actual and desired states. Motive: inner state that directs a person toward the goal of satisfying a need. Perception: meaning that a person attributes to incoming stimuli through the 5 senses. Perceptual screens: mental filter or block through which all inputs must pass to be noticed. Attitudes: person"s enduring favorable or unfavorable evaluations, emotions, or action tendencies toward some object or idea. Learning: knowledge or skill that is acquired as a result of experience, which changes consumer behaviour.
