MKT 300 Feb 11 Class Notes
MKT 300 Feb 11 Class Notes MKT300
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This 2 page Class Notes was uploaded by Gabbi Oppenheimer on Sunday February 28, 2016. The Class Notes belongs to MKT300 at University of Alabama - Tuscaloosa taught by Joel Strayer in Spring 2016. Since its upload, it has received 39 views. For similar materials see Marketing in Marketing at University of Alabama - Tuscaloosa.
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Date Created: 02/28/16
February 11 consumer behavior: process through which buyers make purchase decisions • marketers borrow extensively from psychology and sociology to better understand consumer behavior • consumer behavior is understood as a function of interpersonal inﬂuences and personal factors Interpersonal Determinants of Consumer behavior 1. cultural inﬂuences culture: values, beliefs, preferences, and tastes handed down from one generation to the next • subcultures: groups with their own distinct modes of behavior; can differ by ethnicity, nationality, age, rural vs urban location, religion, and geographic distribution • population mix in US is changing as Hispanic, African American, and Asian American populations grow 2. social inﬂuences • everyone belongs to multiple social groups: family, neighborhood, clubs, and sports teams • differences in group status and roles inﬂuence buying behavior • Asch phenomenon: individuals conform to minority rule, even if that majority rule goes against their beliefs reference groups: people or institutions such as family, friends, or celebrities whose opinions are valued and to whom a person looks for guidance in his or her own behavior, values, and conduct Inﬂuence of reference group depends on two conditions: 1. purchased product must be something 2. social classes: 6 classes within the social structures of both small and large US cities: upper- upper, lower-upper, upper-middle, lower-middle, working class, lower class opinion leaders: trendsetters who purchase new products before others in a group and then inﬂuence others in their purchases; individuals tend to act as opinion leaders based on their knowledge of and interest in products info about goods and services ﬂows from mass media to opinion leaders to consumers sometimes ﬂows directly to consumers 3. family inﬂuences • family structure has changed over the last century many couples are separated or divorced, so single heads of households are more common • role of each spouse in a household: autonomic role • • husband-dominant role • wife-dominant role • syncratic role • children and teenagers represent a huge market and they inﬂuence what their parents buy Marketers strategize based on Maslow’s Hierarchy of Needs physiological safety belongingness esteem self-actualization perceptions: meaning that a person attributes to incoming stimuli gathered through the ﬁve senses; results from the interaction of stimulus factors and individual factors perceptual screens: mental ﬁltering process through which all inputs must pass subconscious: … learning: applying learning to marketing decisions; shaping: applying a series of rewards and reinforcements to permit more complex behaviors to evolve self concept theory: person’s multifaceted picture of himself or herself 4 components that inﬂuence purchasing decisions: 1. real self 2. self-image 3. looking-glass self 4. ideal self Consumer Decision Process high-involvement purchase decisions: low-involvement purchase decisions: routine purchases that pose little risk to the consumer