Reference groups & family influences

3,310 views
2,840 views

Published on

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,310
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
93
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Reference groups & family influences

  1. 1. Welcome to the PresentationWelcome to the Presentation
  2. 2. Reference Groups & FamilyReference Groups & Family InfluencesInfluences
  3. 3.  Almost all individuals regularly interactAlmost all individuals regularly interact with other people who directly orwith other people who directly or indirectly influence their purchaseindirectly influence their purchase decisions.decisions.
  4. 4. At a GlanceAt a Glance  1. What is a group?1. What is a group?  2. Understanding the power of reference groups2. Understanding the power of reference groups  3. Selected consumer related reference groups3. Selected consumer related reference groups  4. Reference group appeals4. Reference group appeals  5. The concept of family5. The concept of family  6. Socialization of family members6. Socialization of family members  7. Functions of family7. Functions of family  8. Family decision & consumption related roles8. Family decision & consumption related roles  9. The family life cycle9. The family life cycle
  5. 5. PreamblePreamble  This presentation begins with the basicThis presentation begins with the basic concepts of group dynamics & howconcepts of group dynamics & how reference groups both directly &reference groups both directly & indirectly influence consumerindirectly influence consumer behaviour.behaviour.  It also discusses in two parts.It also discusses in two parts. 1)1) Group involvements & influence.Group involvements & influence. 2)2) Family influencesFamily influences
  6. 6. 1. What is a group?1. What is a group?  A Group may be defined as two orA Group may be defined as two or more people who interact tomore people who interact to accomplish either individual or mutualaccomplish either individual or mutual goals.goals.  Group sometime considered asGroup sometime considered as aa MembershipMembership & sometime as& sometime as aa Symbolic Group.Symbolic Group.
  7. 7. 2. Understanding the power of2. Understanding the power of reference groupsreference groups  A reference group is any person orA reference group is any person or group that serves as a point ofgroup that serves as a point of comparison for an individual in formingcomparison for an individual in forming either general oreither general or specific valuesspecific values,, attitudesattitudes oror aa specific guidespecific guide forfor behaviour.behaviour.
  8. 8. 2.1. Classification2.1. Classification  Normative Reference Groups.Normative Reference Groups.  Comparative ReferenceComparative Reference Groups.Groups.  Indirect Reference GroupIndirect Reference Group
  9. 9. 2.2. Factors (Influence Groups)2.2. Factors (Influence Groups) Other Culture Selected Subculture Social Class One’s Own Culture Friends Family Individuals
  10. 10. 2.3 Factors influences consumer2.3 Factors influences consumer behaviourbehaviour  Information & experienceInformation & experience  Credibility, attractiveness &Credibility, attractiveness & power of the reference grouppower of the reference group  Conspicuousness of theConspicuousness of the productproduct  Consumer conformityConsumer conformity
  11. 11. 3. Selected consumer related reference3. Selected consumer related reference groupsgroups  Friendship groupsFriendship groups  Shopping groupsShopping groups  Work groupsWork groups  Virtual groups or communitiesVirtual groups or communities  Consumer-action groupsConsumer-action groups
  12. 12. 4. Reference group appeals4. Reference group appeals  Appeals by celebrities & other similarAppeals by celebrities & other similar reference groups are used veryreference groups are used very effectively by advertisers toeffectively by advertisers to communicate with their markets.communicate with their markets.
  13. 13. 4.1. Major Types4.1. Major Types  CelebritiesCelebrities  The expertThe expert  TheThe common mancommon man  The executive & employeeThe executive & employee spokespersonspokesperson  Trade or spokes-charactersTrade or spokes-characters  OthersOthers
  14. 14. 5. The concept of family5. The concept of family  In a dynamic sense the individualsIn a dynamic sense the individuals who constitute a family might bewho constitute a family might be describes as members of the mostdescribes as members of the most basic social group who live togetherbasic social group who live together & interact to satisfy their personal && interact to satisfy their personal & mutual needs.mutual needs.
  15. 15. 5.1. Types of family5.1. Types of family  The married coupleThe married couple  The nuclear familyThe nuclear family  The extended familyThe extended family
  16. 16. 6. Socialization of family members6. Socialization of family members  The Socialization of family members ranging from young children to adults, is a central family function.
  17. 17. 6.1. A simple model of the6.1. A simple model of the socialization processsocialization process Young Person Other Family Members Friends Preadolescent Adolescent Teenager Older Influence More Basic Values/Behaviour Influence More Expressive Attitudes/Behaviour
  18. 18. 7. Functions of family7. Functions of family  Economic Well-beingEconomic Well-being  Emotional SupportEmotional Support  Suitable Family LifestyleSuitable Family Lifestyle
  19. 19. 8. Family decision &8. Family decision & consumption related rolesconsumption related roles  For a family function is aFor a family function is a cohesive unit.cohesive unit.  In a dynamic society familyIn a dynamic society family related duties are constantlyrelated duties are constantly changingchanging
  20. 20. 8.1. The Eight Roles in the Family Decision Making Process  InfluencersInfluencers  GatekeepersGatekeepers  DecidersDeciders  BuyersBuyers  PreparersPreparers  UsersUsers  MaintainersMaintainers  DisposersDisposers
  21. 21. 9. The family life cycle9. The family life cycle  The traditional family life cycle is aThe traditional family life cycle is a progressing of stages throughprogressing of stages through which many families pass startingwhich many families pass starting with bachelorhood, moving on towith bachelorhood, moving on to marriage, then to family growth, tomarriage, then to family growth, to family construction & ending withfamily construction & ending with the dissolution of the basic unit.the dissolution of the basic unit.
  22. 22. 9.1. FLC stages  Stage 1) BachelorhoodStage 1) Bachelorhood  Stage 2) HoneymoonersStage 2) Honeymooners  Stage 3) ParenthoodStage 3) Parenthood  Stage 4) Post ParenthoodStage 4) Post Parenthood  Stage 5) DissolutionStage 5) Dissolution
  23. 23. Conclusion  The study of groups & theirThe study of groups & their impact on the individual is ofimpact on the individual is of grate importance to marketersgrate importance to marketers concerned with influencingconcerned with influencing consumer behaviour.consumer behaviour.
  24. 24. Reference  Chapter TenChapter Ten  Reference Groups & FamilyReference Groups & Family InfluencesInfluences  Book: Consumer BehaviourBook: Consumer Behaviour # Ninth Edition# Ninth Edition By- Leon G. Schiffman & LeslieBy- Leon G. Schiffman & Leslie Lazar KanukLazar Kanuk Page: 330 to 372Page: 330 to 372
  25. 25. The EndThe End

×