Marketing
Chapter 5
Consumer buyer behaviour:
- The buying behaviour of the final consumers – individuals and households that buy
goods and services for personal consumption
Consumer market:
- All the indiviudals and households that buy or acquire goods and services for
personal consumption
Characteristics affecting consumer behaviour:
Cultural = the learned values, perceptions, wants and behaviours from family and
other important institutions
o Subculture = a group of people with shared value systems based on common
life experiences and situations
o Social classes = relatively permanent and ordered divisions in a society whose
members share similar values, interest and behaviours. Measured by a
combination of occupation, income, education, wealth and other variables
1. Upper class
2. Middle class
3. Working class
4. Lower class
Social = small groups, social networks, family and social roles and status
o Groups = two or more people who interact to accomplish individual or mutual
goals
o Word of mouth influence = the impact of the personal words and
recommendations of trusted friends, family, associates and other consumers
on buying behaviour
o Opinion leader = a person within a reference group who exert social influence
on others marketers use them as brand ambassadors
o Online social networks = online social communities where people socialize or
exchange information and opinions
o Family is the most important consumer buying organisation in society
Chapter 5
Consumer buyer behaviour:
- The buying behaviour of the final consumers – individuals and households that buy
goods and services for personal consumption
Consumer market:
- All the indiviudals and households that buy or acquire goods and services for
personal consumption
Characteristics affecting consumer behaviour:
Cultural = the learned values, perceptions, wants and behaviours from family and
other important institutions
o Subculture = a group of people with shared value systems based on common
life experiences and situations
o Social classes = relatively permanent and ordered divisions in a society whose
members share similar values, interest and behaviours. Measured by a
combination of occupation, income, education, wealth and other variables
1. Upper class
2. Middle class
3. Working class
4. Lower class
Social = small groups, social networks, family and social roles and status
o Groups = two or more people who interact to accomplish individual or mutual
goals
o Word of mouth influence = the impact of the personal words and
recommendations of trusted friends, family, associates and other consumers
on buying behaviour
o Opinion leader = a person within a reference group who exert social influence
on others marketers use them as brand ambassadors
o Online social networks = online social communities where people socialize or
exchange information and opinions
o Family is the most important consumer buying organisation in society
