Reference group and Family Influence

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Reference group and Family Influence

  1. 1. PRESENTATION START>> 0 >> 1 >> 2 >> 3 >> 4 >>
  2. 2. Reference Groupsand Family Influence Consumer Behaviour Business Administration FISIP UI, November 23, 2011
  3. 3. Contents What Is a GroupSelected Consumer-ReLATED REFERENCE GROUP Celebrities and reference group appeal The family is aconcept in flux Other function of family Family decision making The family life cycle
  4. 4. What is group? “Two or more People who interact to accomplish50% either individual or mutual goals”. Schiffman and Kanuk.
  5. 5. Reference Group Normative Reference Group Comparative Reference Group
  6. 6. Information and ExperienceFactors That AffectReference GroupInfluence
  7. 7. Make Individual Awarness Provide The Individual Legitimize The Decision
  8. 8. Selected Consumer Related References Group Friendship Group Shopping Groups Work Groups Virtual Groups or Communities
  9. 9. Friendship GroupInformal Groups
  10. 10. “In Home Shopping Party”
  11. 11. Shopping GroupsWork Groups Consumer Action Group
  12. 12. Consumer Action Group
  13. 13.  REFERENCE GROUP APPEALS THE FAMILY IS A CONCEPT IN FLUX  SOCIALIZATION OF FAMILY MEMBERS
  14. 14. REFERENCE GROUP APPEALS
  15. 15. Schiffman andKanuk (2007)
  16. 16. CELEBRITIES
  17. 17. THE EXPERT
  18. 18. THE EXECUTIVE AND EMPLOYEESPOKESPERSON
  19. 19. TRADE OR SPOKES-CHARACTERS
  20. 20. THE FAMILY ISA CONCEPT IN FLUX
  21. 21. Build Test Evaluate THE FAMILY
  22. 22. SOCIALIZATION OF FAMILY MEMBERS
  23. 23. ADULT CONSUMER SOCIALIZATION INTERGENERA- CONSUMER TIONALSOCIALIZATION SOCIALIZATION OF CHILDREN
  24. 24. Other Functions of The Family Economic Well-BeingEmotional SupportSuitable Family Lifestyle
  25. 25. Family Decision Making and Consumption-Related Roles• Key Family Cosumption Roles Influencers Gatekeepers• Dinamics of Husband-Wife Decision Making: Deciders Buyers – Husband-Dominated Preparers – Wife Dominated Users – Joint Maintainers – Autonomic Disposers
  26. 26. The Family Life Cycle• Traditional Family Life Cycle Stage I Stage II Stage III Bachelorhood Honeymooners Parenthood Stage V Stage IV Dissolution Postparenthood
  27. 27. The Family Life Cycle• Modifications-The Nontraditional FLC
  28. 28. The Family Life Cycle• Modifications-The Nontraditional FLC – Nontraditional FLC Stages Family Households Consumption in Pasangan yang tidak memiliki anak Pasangan yang menikah di usia akhir 30an nontraditional families Pasangan yang memiliki anak di usia akhir 30an Single Parents I Single Parents II Single Parents III Extended Family Nonfamily Households Pasangan yang tidak menikah Divorced person (tanpa anak) Single persons (biasanya generasi muda)

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