Chapter014
- 1. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.
- 2. Chapter 14 Reference Groups and Family McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.
- 3. Reference Groups • Agroup consists of two or more people who interact with each other to accomplish some goal • A reference group involves one or more people used as a basis for comparison or point of reference in forming affective and cognitive responses and performing behaviors 14-3
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- 5. Analyzing Reference Groups •Reference groups are cultural groups in that members share certain common cultural meanings – Marketers try to determine the content of the shared meanings of various reference groups – Reference groups can have both positive and negative effects on consumers • Associative reference groups • Dissociative reference groups 14-5
- 6. Types of ReferenceGroup Influence • Most people are members of several primary informal groups and a few formal, membership groups – People identify and affiliate with particular reference groups for three reasons • To gain useful knowledge • To obtain rewards or avoid punishments • To acquire meanings for constructing, modifying, or maintaining their self-concepts 14-6
- 7. Reference Groups cont. –Three types of reference group influence • Informational • Utilitarian • Value-expressive – All three types of reference group influence can be accomplished by a single reference group. 14-7
- 8. Reference Group Influenceon Products and Brands • Reference groups do not influence all product and brand purchases to the same degree – Influences vary on at least two dimensions • Degree to which the product or brand is – A necessity – A luxury • Degree to which the object in question is conspicuous or know by other people – Public good – Private good 14-8
- 9. Reference Group Influenceon Products and Brands cont. – Reference group influence will vary depending on whether the products and brands are • Public necessities • Private necessities • Public luxuries • Private luxuries 14-9
- 10. Reference Groups andMarketing Strategy • Developing marketing strategies through an analysis of primary informal group influences • Peer group influence as a major asset of firms that sell in-home to groups • Describing similarities between previous consumers and potential consumers • Using salespersons as reference groups • Soliciting experts to aid in the direct sale of products 14-10
- 11. Reference Group Influenceon Products and Brands cont. 14-11
- 12. Family • Marketers areinterested in both families and households – Household is the housing unit having people living in it – Nonfamily households include unrelated people living together – A family has at least two people, the householder and someone who is related to the householder by blood, marriage, or adoption • Nuclear family • Extended family 14-12
- 13. Family Decision Making •How family members interact and influence one another when making purchase choices for the household – Identification of roles of family members in family decision making is important 14-13
- 14. Family Decision Makingcont. – Types of family decision-making roles include: • Influencers • Gatekeepers • Users • Deciders • Buyers • Disposers 14-14
- 15. Influences on FamilyDecision Making • Areas explored in research on family decision making are – Differences in product class and their relationship to family decision making – The structure of husband/wife roles – The determinants of joint decision making • Children and family decision making 14-15
- 16. Conflict in FamilyDecision Making • Decision conflict arises when family members disagree about some aspect of the purchase decision – Means-end chain model is a useful framework for analyzing decision conflict 14-16
- 17. Six Common Typesof Family Influence Strategies
- 18. Patterns or Stylesof Influence Behaviors
- 19. Consumer Socialization • Refersto how children acquire knowledge about products and services and various consumption-related skills – Can occur directly through intentional instruction or indirectly through observation and modeling – The consumer knowledge formed in childhood can influence people in later years 14-19
- 20. Consumer Socialization cont. –Developing early brand awareness and loyalty is an important marketing strategy for many companies – The flow of socialization is not restricted to parents influencing their young children 14-20
- 21. Factors Influencing AmericanFamilies • Three important changes: – Changes in female employment – Changes in marriage and divorce – Changes in childbirth and child rearing practices 14-21
- 22. Demographic Changes inHousehold Composition • American families are highly diverse – Various types of families constitute distinctive markets for many products • Married-couple family • Traditional family • Nontraditional family • Nonfamily households family – Cohabiting couples 14-22
- 23. A Modern FamilyLife Cycle 14-23
- 24. Family Life Cycle •The modern family life cycle captures most types of families in American society, including: – Single parents – Young singles – Older singles – Married couples with children 14-24
- 25. Family- Marketing Analysis •Considerations for using the family life cycle for marketing analysis – Modern family life cycle does not include nonfamily households – Modern family life cycle does not capture every possible change in family status that can occur • Does not include the boomerang age 14-25
- 26. Family- Marketing Analysiscont. – Marketers use the family life cycle to: • Segment the market • Analyze market potential • Identify target markets • Develop more effective marketing strategies – Developing marketing strategies for the bachelor segment is a challenge – Some stages in the family life cycle are more important markets than others – Stages of the family life cycle that contain children are quite important to many marketers 14-26
- 27. Family- Marketing Implications •Ideas for marketing strategies to help reduce shopping time and stress – Provide information – Assist in planning – Develop out-of-store selling – Automate processes – Improve delivery 14-27
- 28. Summary • Described twoaspects of the micro social environment • Discussed three types of reference group influence • Described how reference groups could influence choice decisions about products and brands, and offered ideas for using reference groups in marketing strategies 14-28
- 29. Summary cont. • Distinguishedbetween families and households • Discussed decision making by families • Looked at conflict in family choices and described several ways family members might try to resolve the decision conflict and influence each other 14-29
- 30. Summary cont. • Exploredconsumer socialization • Described several demographic trends that have changed family households • Discussed a model of the family life cycle and showed how marketers could use it to analyze markets and develop marketing strategies 14-30