Lecture 6 Sociological determinants of consumer behavior 2
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Sociological determinants of Consumer behavior Reference group, Family, Role and Status, Lifestyle
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Lecture 6 Sociological determinants of consumer behavior 2
- 1. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS - 2 Prof. SAVICA
- 2. SOCIOLOGICAL DETERMINANTS Each person is a social being, influenced by the ENVIRONMENT in which he lives or works Factors Culture Subculture Social class Reference groups Social groups Family Lifestyle Roles and status
- 3. REFERENCE GROUP Group that serves as a frame of reference for individuals in their purchase or consumption decisions identification / imitation
- 4. REFERENCE GROUP Reference groups consist of individuals or groups that have a strong influence on consumer behavior Individuals Groups Celebrities Athletes Political leaders Music groups Sports groups Political parties
- 5. REFERENCE GROUP Why reference groups are important? Better lifestyle New fashion Accepting new products
- 6. REFERENCE GROUP What impact can reference groups have? Normative Comparative Informative Identification 1 2 3 4
- 7. REFERENCE GROUP 1. Normative = Basic code of conduct Family Reference group sets norms for general or broadly defined behavior of individuals (appropriate way to dress, to behave in special occasions, to select food for good nutrition, how and where to shop, how to behave in a church, museum, etc...)
- 8. REFERENCE GROUP 2. Comparative = Benchmark for comparison Neighbors Reference group serves as a benchmark for specific or narrowly defined behavior (admiring and imitating the lifestyle of neighbors-the way they maintain their home, their taste in clothing, their choice of holidays, home furnishings, cars, etc….)
- 9. REFERENCE GROUP 3. Informative = Reference group serves as a source of information for directing the consumer behavior Friend 30.2% Doctor (specialist) 22.1% Beauticians / hairdresser 18.6% Magazine 14.0% pharmacist 8.1% Partner 7.0% TOTAL 100% Who would you ask for an information or advice on products for skin care?
- 10. REFERENCE GROUP 4. Identification = Reference group with which an individual wants to identify (celebrities, athletes, political leaders, TV spokesmen, well-dressed people, people that have an interesting outfit)
- 11. REFERENCE GROUP Types of reference groups Friendship Shopping groups Virtual groups Family Brand communities Celebrities Work groups
- 12. REFERENCE GROUP Reference groups and marketing • To determine the degree of influence of the reference group • To determine who is the leader in the reference group • To create a promotional activity for the most influential reference group • To try to increase the impact of the group
- 13. FAMILY Family is a primary reference group of two or more persons related by blood, marriage or adoption who reside together! Household is a group of people that represents a consumption community! All the families are households, but not all households are families!
- 14. FAMILY Types of families Nuclear family Extended family Single-parent family
- 15. FAMILY Functions of family Sharing economic situation Socialization of children Building a lifestyle Emotional support
- 17. FAMILY 0% 50% 100% 3 2.5 2 1.5 1 Dominant wife Dominant husband Autonomous decision Joint decision Percentage of families who make a joint decision Who makes the buying decision?
- 18. 0% 50% 100% Percentage of families who make a joint decision 3 2.5 2 1.5 1 Clothes for wife Clothes for husband Life insurance Other isnurance Holidays TV Car Food Cleaning products Cosmetics Toys for kids Home furnishings Home appliances Dominant wife Dominant husband Alcoholic beverages FAMILY Joint decision Autonomous decision Who makes the buying decision?
- 19. Husband/Wife Decision Roles for Services FAMILY
- 20. ROLE AND STATUS Role – set of behaviors that are expected of an individual in a certain position in society
- 21. ROLE AND STATUS One person– many roles in the same time husband parent economist manager athlete behavior behavior behavior behavior behavior Conflict of roles Limited resources – time! Product: fast food
- 22. ROLE AND STATUS Roles of a student
- 23. ROLE AND STATUS Status – General respect that society gives to a certain person CEO CEO 10.000 € / monthly 3.000 € / monthly Same social class, different status! power property heritage lifestyle income
- 24. LIFESTYLE Lifestyle is a way of life, the way people spend their time and money (activities), what they consider important in their life (interests) and what they think about themselves and the world around them (opinions).
- 25. LIFESTYLE Activities The way people spend their time and money walking learning cooking relaxing reading Sports clothes, equipment vegetables, stove, spices books, pens CD, bed, pajamas book, newspaper, magazine Activities Products
- 26. LIFESTYLE Interests Preferences and priorities of the people Interests family work fashion food home
- 27. LIFESTYLE Opinions What people think of themselves and the world around them Opinions politics economics culture social problems future
- 28. MINI TEST Explain the following terms: • Normative reference groups: ----------------------------------- • Comparative reference groups: -------------------------------- • Household vs. family:-------------------------------------------- • Socialization of kids:--------------------------------------------- • Conflict of roles:-------------------------------------------------- • Status:---------------------------------------------- • Reference group:--------------------------- • AIO:------------------------------------------- • Dominant husband:----------------------------------- • Joint family decision:----------------------------------------