MKBU 3225 Chapter Notes - Chapter 5: Opinion Leadership, Reference Group, Cognitive Dissonance
25 Sep 2016
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Consumer buyer behavior: buying behavior of final consumers individuals & households that buy goods & services for personal consumption. Consumer market: all the individuals & households that buy/acquire goods & services for personal consumption. Culture: set of basic values, perceptions, wants & behaviors learned by a member of society from family & other important institutions. Subculture: group of people w/ shared value systems based on common life experiences & situations (ex: hispanic american, african american, asian american) Cross-cultural marketing: including ethnic themes & cross-cultural perspectives w/in brand"s mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences. Social class: relatively permanent & ordered divisions in a society whose members share similar values, interest & behaviors: upper class (upper uppers, lower uppers, middle class (upper middles, middle class, working class, lower class (upper lowers, lower lowers) Groups & social networks: groups: 2+ people who interact to accomplish individual/mutual goals.
