Consumer Behaviour External Influences on Consumer Behaviour Bangor

Consumer Behaviour External Influences on Consumer Behaviour Bangor Transfer Abroad Programme

Consumer Behaviour External Influences: • • Culture Subculture Demographics Social Status Reference groups Family Marketing activities Bangor Transfer Abroad Programme

Consumer Behaviour Culture and Subculture … the way we do things around here” Bangor Transfer Abroad Programme

Consumer Behaviour Culture: Set of Values, ideas and attitudes that are accepted by a group of people and are passed on to the next generation Bangor Transfer Abroad Programme

Consumer Behaviour Culture evidenced through: • • • Knowledge Beliefs Art Laws Morals Customs Bangor Transfer Abroad Programme

Consumer Behaviour Culture and Consumers • Influences values, perceptions, decisions • Is Learned • Provides “boundaries” for thought and action • Mostly unaware of culture Bangor Transfer Abroad Programme

Consumer Behaviour Cultural Norms are boundaries on behaviour Specify range of appropriate behaviour Bangor Transfer Abroad Programme

Sub Cultures Consumer Behaviour • Groups within the larger/ national culture with unique values, ideas and attitudes • Each group displays specific social and cultural behaviour affecting buyer behaviour Bangor Transfer Abroad Programme

Consumer Behaviour The subculture may be distinctive because of: • • • age of its members, their race, ethnicity, class gender Bangor Transfer Abroad Programme

Consumer Behaviour Subcultures are: groups of individuals who, through a variety of methods, present themselves in opposition to the mainstream trends of their culture Bangor Transfer Abroad Programme

Consumer Behaviour Culture and Subcultures A major influence on Marketing activity through the determination of Consumer Values, Perceptions and Behaviour in exchange Bangor Transfer Abroad Programme

Consumer Behaviour Reading and Exercise Reading – Subcultures of British Teen population Exercise - Design a table that distinguishes between subcultures described Bangor Transfer Abroad Programme