MBA 市场营销5-mkt behavior课件精品.pptVIP

* * * * * * * * Social Factors This CTR relates to Figure 6-4, p.197. and the material on pp. 196-197. Group Influence on Brand Choice Groups vary in their influence on product and brand purchases as illustrated on the CTR. Consumers belong to several different membership groups. Primary Groups. Primary groups are those with which we have regular but informal interaction. These include family, friends, neighbors, and co-workers. Secondary Groups. Secondary groups are those with which we have more formal and less regular interaction such as religious groups, professional associations, and