Group & Family Edited

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Group & Family Edited

  1. 1. Consumer Behavior Mamta Mohan
  2. 2. Consumers in their Social and Cultural Settings Groups and family
  3. 3. Figure 10.1 Major Consumer Reference Groups Individual Family Friends Social Class Selected Subcultures One's Own Culture Other Cultures Reference Groups
  4. 4. What is a Group? <ul><li>membership group </li></ul><ul><li>symbolic group </li></ul>
  5. 5. Reference Group - Normative Reference Groups -Comparative Reference Groups
  6. 6. Indirect Reference Groups <ul><li>Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities. </li></ul><ul><li>Factors effecting the groups influence. </li></ul><ul><li>Information & experience </li></ul><ul><li>Credibility, Attractiveness and power. </li></ul><ul><li>Conspicuousness of product. </li></ul>
  7. 7. Selected Consumer-Related Reference Groups <ul><li>Friendship groups- informal, peer influence. </li></ul><ul><li>Shopping groups- inhome shopping parties. </li></ul><ul><li>Work groups- </li></ul><ul><li>Virtual groups or communities- chat rooms, buddy list.e.g. dragonsurf.com </li></ul><ul><li>Consumer-action groups </li></ul>
  8. 8. Brand Communities <ul><li>Group of runners who meet at the Niketown store in Boston on Wednesdays </li></ul><ul><li>Saturn car owners who meet for reunions and barbecues </li></ul><ul><li>Harley Davidson Owner Groups </li></ul>
  9. 9. Reference Group Appeals <ul><li>Celebrities </li></ul><ul><li>The expert </li></ul><ul><li>The “common man” </li></ul><ul><li>The executive and employee spokesperson </li></ul><ul><li>Trade or spokes-characters </li></ul><ul><li>Other reference group appeals </li></ul>
  10. 10. Types of Celebrity Appeals TYPE DEFINITION Testimonial Based on personal usage, a celebrity attests to the quality of the product or service Endorsement Celebrity lends his name and appears on behalf of a product or service with which he/she may not be an expert Actor Celebrity presents a product or service as part of a character endorsement Spokesperson Celebrity represents the brand or company over an extended period of time
  11. 12. The Typical Household? <ul><li>Family Households : </li></ul><ul><li>Married couple, </li></ul><ul><li>Nuclear family, </li></ul><ul><li>Extended family </li></ul><ul><li>Non-Family Households: </li></ul><ul><li>Unmarried couples, </li></ul><ul><li>Friends/ Roommates, </li></ul><ul><li>Boarders </li></ul>
  12. 13. <ul><li>Canada: Nuclear family </li></ul><ul><li>Thailand: Extended family </li></ul><ul><li>USA: Not married, no children </li></ul>
  13. 14. Consumer Socialization <ul><li>The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers </li></ul>
  14. 15. Other Functions of the Family <ul><li>Economic well-being </li></ul><ul><li>Emotional support </li></ul><ul><li>Suitable family lifestyles </li></ul>
  15. 16. Appealing to the Responsibility of Providing for Future Family Financial Need
  16. 17. Ad Telling Readers that a Great Vacation is Family Time
  17. 18. Eight Roles in the Family Decision-Making Process ROLE DESCRIPTION Influencers provide information to other members about a product or service Gatekeepers control the flow of information about a product or service into the family Deciders power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers who make the actual purchase of a particular product or service Preparers who transform the product into a form suitable for consumption by other family members Users who use or consume a particular product or service Maintainers who service or repair the product so that it will provide continued satisfaction. Disposers who initiate or carry out the disposal or discontinuation of a particular product or service
  18. 19. Dynamics of Husband-Wife Decision Making <ul><li>Husband-Dominated </li></ul><ul><li>Wife-Dominated </li></ul><ul><li>Joint </li></ul><ul><ul><li>Equal </li></ul></ul><ul><ul><li>Syncratic </li></ul></ul><ul><li>Autonomic </li></ul><ul><ul><li>Solitary </li></ul></ul><ul><ul><li>Unilateral </li></ul></ul>
  19. 20. The Family Life Cycle <ul><li>Traditional Family Life Cycle </li></ul><ul><ul><li>Stage I: Bachelorhood </li></ul></ul><ul><ul><li>Stage II: Honeymooners </li></ul></ul><ul><ul><li>Stage III: Parenthood </li></ul></ul><ul><ul><li>Stage IV: Postparenthood </li></ul></ul><ul><ul><li>Stage V: Dissolution </li></ul></ul><ul><li>Modifications - the Nontraditional FLC </li></ul>
  20. 21. Targeting the To-Be- Married Segment
  21. 22. Targeting the Post Parenthood Stage

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