University:
California State University, Northridge
Course:
MKT 348 | Consumer Behavior
Academic year:

2023
Views:

15

Pages:

1
Author:

Mahmoud M.

Consumer behavior notes Consumer Behavior: Examining How Individuals, Groups and Organizations Select, Purchase, Use and Dispose of Products, Services, Ideas or Activities to Meet their Needs, Desires and Needs > Culture - Responsible Desires and Behaviors -> Most exerts the broadest and deepest impact Culture -> perspective building (perception of identity, relationships and rituals) Subculture: in a culture that provides more tailored education and socialization to its members (like religion, race...) ->> creating economic strategies Social Stratification/Social Classes: Homogeneous and persistent divisions in society, class sects and members with value similarities, preferences and attitudes 7 classes United States: lower, lower, lower, working class, middle, lower, top (each group has different products and preferences) > Social Factors 1. User groups: All groups that communicate directly (face-to-face) or communicate directly Attitudes or behaviors - Group members: directly related to 1) Main group: Person who interacts regularly and informally (family, friends.) 2) People belonging to secondary groups (religious, professional ...) -> more advertising, less continuous interaction affecting behavior and lifestyle, personality and personal opinion, creating harmony ->> affecting product and brand choose from. 1. User group: any group that directly (face to face) or indirectly influences the behavior or behavior of 2) Participants of the second group (religious, professional. Continuous interaction influences behavior and lifestyle, influences behavior and personal thoughts, creates harmony ->> influence affects products and brands - People are also affected by groups they do not belong to Interest Groups: People groups they want to belong to Dissociated Groups: Group of groups where people reject their values and behaviors Opinion Leaders: A product or product category -> people who give informal advice or information about trust, relationship. , Active users of this group >> Has influence on others (better to get them targeted) 2. Groups Small groups that active members interact with is not one of them and crosses the bridge