Marketing: Creating Value for Customers.


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Chapter 6 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Define the steps in the consumer buying process.

  2. Summarize how consumer behavior differs according to the type of consumer decision making.

  3. Describe how culture, subculture, and social class influence consumer behavior.

  4. Explain how reference groups influence consumer behavior.

  5. Describe how family roles and the family life cycle can influence purchasing decisions.

  6. Discuss how the marketing mix affects the consumer buying process.

  7. Identify the major situational influences on consumer behavior.





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