QUALITATIVE STUDYI N T E R G E N E R AT I O N A L B R A N D T R A N S F E R HOW A MOTHER TRANSMIT PRODUCT / BRAND TO HER DAUGHTER PRESENTED BY: FERRY JAOLIS
TWO TYPES OF SOCIALIZATION The process by which children acquire the skills, CONSUMER knowledge, attitudes, and experiences SOCIALIZATION necessary to function as consumers” (Shiffman et al, 396). Occurred when a certain products or brands INTER- GENERATIONAL transferred among generations as family, known SOCIALIZATION as ‘intergenerational brand transfer’ (Shiffman et al, 398).This study of our group in IAE, focuses on the influence parents have overtheir children’s products or brands consumption during the course of theirlife, especially between mothers and daughters.
OBJECTIVE OF THE STUDYTo understand how a person (girl)’s relation to a product / brand, derived from her mother.The nature of the relation, the strength of the attachment.How they memorize the products/brands.How they value them, opinion, attitude, behaviors toward them.The extent to which certain kind of products / brands will likely to be chosen due to their mother’s influence.
In-depthInterview RESEARCH DESIGN Group Mariana Ing Teguh Ferry JAOLIS MALELAK WIDODO 1 2 3 4 5 6 5 females, 1 male participant, totaling 6 in the recruitment of respondents.
In-depthInterview RESEARCH DESIGNSampling : Non-probability – PurposiveData Sources : Acquaintances from IndonesiaFormat : Open-ended questionsTools : Taping (Blackberry voice recorder) Video (Pocket Camera) Chats (YM, Facebook chat)Transcription : English
GUIDING QUESTIONS CHILDHOOD EXPERIENCES Tell me about your childhood experience a little bit. What specific particular things you loved in your childhood? Please list. Which of these would you consider to be key memorable experience? Please explain. Can you tell me a bit more about the last time you experienced that or felt that way? Can you give a specific example regarding that? MOTHER AND DAUGHTER ACTIVITIES If you are taking by your mother to do some things together, can you explain which activities interest you the most? What would you tell her about your preferences? What would you tell her about hers? EMOTION, VALUES, ATTACHEMENT Do you personally feel that way? If these particular things don’t exist in your life again, would it matter? Can you expand your answer? CATEGORY, PRODUCT, BRAND Is there any special item (s) you bought? Could you please explain what elements interest you the most from them? Would you identify yourself as an exact match with those? Do you confirm that this things is important in your life then and nowadays?
RespondentsDemographic Profile FERRY JAOLIS… Participant #1 Participant #2 • 21 years old. • 27 years old. • College student, marketing • Working at Japanese lab partimer. restaurant, Aix-en- • Live in Surabaya, Provence. Indonesia. • Live in Aix. • Social activities: hangouts, • Social activities: hangouts, shopping, chats over the shopping. internet
Childhood Experiences Mother & Daughter Activities• Go together at traditional markets, • Cook together. zoo, shopping centers. • Visiting families• Eat outside, go to family centers. • Intergenerational moments: • Follow her mothers’: clothes. • Her own’s: go for playing, zoo. Participant #1 – Fanny PRIGENTEmotions, Values, Category, Products, BrandsAttachements • Theme park: ‘Dunia Fantasi’ • Play park: ‘Taman Mini Indonesia Indah, ‘Taman Ria Senayan • Modern supermarket: ‘HERO’, ‘Naga’.• Irreplaceable : her mother’s • Department store: ‘Matahari’ cookings. Shopping center: ‘Tunjungan Plaza, ‘Delta Plaza. • Family center: ‘Selecta’• Misses a lot the Indonesian foods. • Toy store: ‘Familia’ • Shoe store: ‘BATA’ • Fast-food chainstore: ‘Texas Fried Chicken’, ‘McDonald’s’
Childhood Experiences Mother & Daughter• Eating dinner together. Activities• Parents were so busy working, did • Eat dinner together. not have much time for the • Rarelly go to take vacation together. children. Participant #2 – Celya SUNJAYAEmotions, Values, Category, Products, BrandsAttachements • Sushi restaurant: ‘Hachi Hachi’• Collectiveness/conviviality • Chinese restaurant: ‘A Hong’• Sharing between friends and family • Chinese-japanese restaurant: ‘ X.O. Suki’
THE TWO STUDY CONFIRMED THE FOLLOWING FINDINGS…The participant established her mother’s influence for certain category of product, brands, also stores.Intergenerational influence is greater on foods, shoes.Most of the influence derived from direct interaction with their mother during dinner time at their house.The other indirect influence derived from the mother’s role position, which habitually creates culture that drives a personal food consumption through the childhood life up to recently.
INTER-GENERATIONAL BRAND CONCLUSION… TRANSFER And the option of Understanding how colors that attracts she got attached to her the most, these products or Also will facilitate uniquely, as faced brands will provide the design of the by the marketers in more complete media plan, the gaining her picture of girls’ choice of natural attention and realities when endorsers intention to buy the facing with brand kind of products choice that match her best preferences.
INTER-GENERATIONAL IMPLICATIONS FOR THE BRAND TRANSFER MARKETERS… Marketers can create However, marketers also brands that can have to pay attention to maintain a family not attempted to make establishments for intergenerational image brands for the convenience shopping products products such as like shoes, or clothes, or foods, cleaning services, because the products, etc which offspirng would rahter were habitual and chooose something that appeal to larger their parents don’t in segments. this type of products.