Ch6. Consumer Behaviour and Factors
Influencing Consumers Questions and Answers
Grade A+ 2023
Consumer behaviour - -The buying behaviour of final consumers (individuals and households
who buy goods and services for personal consumption).
->Easy to study what consumers do, but much harder to figure out why they do it!<---
-Why study CB? - -To plan effective marketing strategies
-Predict the effect of potential marketing actions
-Understand why past marketing actions were ineffective
-Avoid repeated trial and error
-To help with segmentation and targeting
-Factors that influence consumers - -
-1. Culture: definition - -Set of basic values, perceptions, wants and behaviours learned from
family and important institutions
Core values that remain stable or change slowly
-Subculture: definition - -#A group of people with shared value systems based on *common life
experiences and situations*
#Basis for sub-culture
ethnicity, religion, age, lifestyle, geography...
-->What sub-cultures does Canada have?
Generational groups
Ethic groups
Language groups
-Quebec
-Culture matters!: Similarities and Difference - -*Similarities
-Across cultures, there are some universal emotions and values
*Differences
-Language
-Tradition, norms, taboos
-Universal human values - --Happiness/enjoyment
-Independent(Freedom, self-determination)
-Interdependence(Social interaction, relationship)
, -Security
-Spirituality
-2. Social Influence: GROUPS - -Group membership influences consumers' behaviours and
attitudes
*Properties of groups
-*Properties 内容 of group - --Norms: Values, attitudes, and behaviours that the group deems
appropriate for members
-Status: Relative position within a group
-Roles: Behaviour the group expects of individuals who hold specific positions within the group
-Social group :Reference group - -Serves as a point of comparison in forming attitudes and
making choices.
-Social groups: Direct belong +Reference group - -Social group
1)Direct group(Associative group)
-Opinion leader
-Member
2)Reference group(Don't belong)
-Aspirational(want to be in )
-Dissociative(Don't want to be in)
-Social influence: Summary - -*We are strongly influenced by the social world
-By immediate social ties (family, significant others)
-By broader social groups
Don't need to belong to a group to be influenced by it
*Groups influence product choice, judgments, and attitudes
-Different groups have different levels of influence
+Depending on group type and our role/status within the group
-Different types of purchases are more or less susceptible to influence
-3. Psychological influences - --Motivation
-Attention/Perception
-Learning
-Attitudes
-3-1) Motivation - -*A need that is sufficiently pressing to direct the person to seek satisfaction
of the need
-Biological
-Psychological
Influencing Consumers Questions and Answers
Grade A+ 2023
Consumer behaviour - -The buying behaviour of final consumers (individuals and households
who buy goods and services for personal consumption).
->Easy to study what consumers do, but much harder to figure out why they do it!<---
-Why study CB? - -To plan effective marketing strategies
-Predict the effect of potential marketing actions
-Understand why past marketing actions were ineffective
-Avoid repeated trial and error
-To help with segmentation and targeting
-Factors that influence consumers - -
-1. Culture: definition - -Set of basic values, perceptions, wants and behaviours learned from
family and important institutions
Core values that remain stable or change slowly
-Subculture: definition - -#A group of people with shared value systems based on *common life
experiences and situations*
#Basis for sub-culture
ethnicity, religion, age, lifestyle, geography...
-->What sub-cultures does Canada have?
Generational groups
Ethic groups
Language groups
-Quebec
-Culture matters!: Similarities and Difference - -*Similarities
-Across cultures, there are some universal emotions and values
*Differences
-Language
-Tradition, norms, taboos
-Universal human values - --Happiness/enjoyment
-Independent(Freedom, self-determination)
-Interdependence(Social interaction, relationship)
, -Security
-Spirituality
-2. Social Influence: GROUPS - -Group membership influences consumers' behaviours and
attitudes
*Properties of groups
-*Properties 内容 of group - --Norms: Values, attitudes, and behaviours that the group deems
appropriate for members
-Status: Relative position within a group
-Roles: Behaviour the group expects of individuals who hold specific positions within the group
-Social group :Reference group - -Serves as a point of comparison in forming attitudes and
making choices.
-Social groups: Direct belong +Reference group - -Social group
1)Direct group(Associative group)
-Opinion leader
-Member
2)Reference group(Don't belong)
-Aspirational(want to be in )
-Dissociative(Don't want to be in)
-Social influence: Summary - -*We are strongly influenced by the social world
-By immediate social ties (family, significant others)
-By broader social groups
Don't need to belong to a group to be influenced by it
*Groups influence product choice, judgments, and attitudes
-Different groups have different levels of influence
+Depending on group type and our role/status within the group
-Different types of purchases are more or less susceptible to influence
-3. Psychological influences - --Motivation
-Attention/Perception
-Learning
-Attitudes
-3-1) Motivation - -*A need that is sufficiently pressing to direct the person to seek satisfaction
of the need
-Biological
-Psychological
