7.0 Learning Objectives

By the end of this chapter, you should be able to:

• Describe the personal and psychological factors that may influence what consumers buy and when they buy it.
• Explain what marketing professionals can do to influence consumers’ behaviour.
• Explain how culture, subcultures, social classes, families, and reference groups affect consumers’ buying behaviour.
• Contrast low-involvement and high-involvement buying decisions
• Distinguish between the stages of the buying process and identify what happens in each stage.