MKTG 3650 12th Edition Lecture 12Outline of Last Lecture I. Customer SatisfactionII. Ethical and Legal behaviorOutline of Current Lecture III. Defining Consumer BehaviorIV. Why?V. Influences in cultural behavior Current LectureDefining Cultural Behavior- CB refers to the buying behavior of final consumers.- Marketers study CB’s to learn how to best catch them.- Marketers should answer:o What consumers buy? Where consumers buy? How and how much they buy? When and why consumers buy what they decide to buy? Why is difficult to answer because the reasons why consumers decide to do anything is locked inside their respective minds or “black box”.Consumer outputs include making decisions about:1. Product choices2. Brand choices3. Dealer/ store choice4. Purchase timing 5. Purchase amountConsumers also decide whether to a. Pay attentionb. Like or dislike anything the marketer is sayingc. Evangelize to othersd. Choose a product or brandThe uncontrollable factor in which to influence CB is:These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Culture/ cultural - Social- Personal - PsychologicalCulture is learned.- It is the group of values ideas or attitudes that are
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