Summary
Summary principles of marketing chapter 5
- Course
- Institution
- Book
principles of marketing chapter 5 Kotler
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Complete summary of book and lectures slides of Marketing I and II
-
Summary Principles of Marketing IB Y2Q2
-
Samenvatting marketing IBS jaar 1
Seller
Follow
rrrsss
Content preview
MarketingChapter 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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rrrsss. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.20. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53068 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now