Unit 3, Consumer Behaviour

1. What factors are included as cultural influences on consumer behaviour?

The culture, the subculture and the social class.

2. What is culture?

It is the set of basic values, perceptions, wants, and behavious learned by a member of society from family and other important institutions.

3. What are some of the main characteristics of Canadian culture as identified by Maclean's 1999 and 2000 polls?

That 90% of Canadians believe that we have a distinct culture and distinct values and that almost 80% of Canadians believe that our identity is based on the importance of our history and by the fact that we don't want to be American.

4. Why is it important to identifiy cultural shift?

It will help increase demands on product we want more or less.

5. What is subculture?

It is a group of people with shared value systems based on common life experiences and situations.

6.What are three Canadian subcultures mentioned in this text?

Native Canadians, Canada's ethnic consumers and internet users.

7. How has Scotiabank targeted Native - or Aboriginal - Canadians?

They maintained their relationship with them through 3 on-reserve branches and 24 Aboriginal banking centers. They also uses grassroots marketing and public relation efforts such as many sponsorship and annual scholarship for youngers. Things they did to targeted them continue into a full paragraph.

8. Why are ethnic consumers important to marketers?

Because they have to follow what they want, what they need and what they love to respond to thoses needs.

9. How do ethnic groups feel about marketing and advertisements?

Many of them believe that they have been neglected or misrepresented by them.

10. Why are internet users an attractive market for advertisements?

Because more and more people pass time their instead of real life or normal shop.

11. Why are Internet users concerned about making online purchases?
They fear a lot of things. Such as the recourse they gonna get if the product is not the right one, isn't delivered or arrives broken. They are also concerned that when they make a purchase or request information, it might be sold or given to another organization without permissions. Thoses fears don't help them.


12. What is social class?

It is a relatively permanent and ordered divisions in a society whose members share similar values, interets, and behaviours.