Marketing Glossary – Module Five

Consumers – individuals and households who purchase goods and services for their own use.

Population demographics –

• Infants – zero to four years

• Children – five to nine years

• Tweens – ten to twelve years

• Teenagers – thirteen to eighteen years

• Generation Y – late teens to early thirties

• Generation X – thirties to forties

• Baby Boomers – fifty to sixty-five years

• Mature Age – sixties to eighties and above

The Family Life Cycle –

the various forms that
families can take over time – important determinants of purchasing behaviour.

The Consumer buying-decision making process – Need recognition; Identification and evaluation of
alternatives; Purchase decision; Post-purchase behaviour.

Social Influences – can have a direct effect on consumer purchasing decisions and include –

• Culture

• Subculture

• Social Class

• Small Reference Groups

• Families

Psychological Influences – marketers and behavioural scientists have developed generalisations

about what influences consumers’ buying behaviour. These influences include - Motivation

• Perception

• Learning

• Personality

• Self-concept

• Attitudes and beliefs