CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

1. Culture

   • Cultural learning: formal, informal and technical
   • Issues: enculturation, acculturation, symbols and ritual
   • Beliefs, values and customs
   • Its measurement
     • Content analysis
     • Consumer fieldwork
     • Value measurement instruments: Rockeach Vaslue Survey
   • It's shared and dynamic

2. Subcultures

   • Identifiable segment within a complex society
   • Baby boomers
   • Generation X
   • Generation Y (Millennials)
   • The elderly

3. Reference Groups

   • Membership group
   • Symbolic group
   • Reference group
   • Normative reference group
   • Comparative reference group
   • Appeals
     • Celebrities
     • Trade or spoke characters
   • Consumer socialization

4. Socio Economical Level

   • Society divided into a hierarchy
   • Subjective measures
   • Social status
   • Single and composite variable indexes
   • Objective measures
   • A/B, C+, C, C-, D+, D and E

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