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Fundamentals of Marketing Chapter 03 May 07 - 2023
Fundamentals of Marketing Chapter 03 May 07 - 2023
CONSUMER
BEHAVIOUR
© 2021 McGraw-Hill Education Limited Prepared by: Maria Vincenten, Red River College
Four Ps of Marketing
• Product
• Price
• Promotion
• Place
• Showrooming –
using mobile
devices in-store to
check online
competitive
product reviews
and prices
• Motivation -
energizing force
that stimulates
behaviour to satisfy
a need
• Psychographics –
the analysis of
consumer lifestyles
that offers insight
into behaviours
1) Opinion Leaders
2) Word of Mouth
– Buzz marketing
– Product seeding
– Viral marketing
© 2021 McGraw-Hill Education Limited
31
Reference Groups
• Reference Group – group of people who
influence a person’s attitudes, values, and
behaviours
– Membership group – actually belongs
– Aspiration group – wishes to be a member
– Dissociative group – wishes to maintain a
distance from
Family influences on
consumer behaviour
result from:
1) Consumer
socialization
2) Family life cycle
3) Family decision-
making
© 2021 McGraw-Hill Education Limited
33
Culture and Subculture
• Culture – set of
values, ideas, and
attitudes that are
learned and shared
among the members
of a group
– Subcultures