Summary Consumer Behavior - Hoyer, MacInnis, Pieters - Chapter 1-10 17 | 7th edition 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/enj