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Reference group and Family Influence

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Reference Groups and Family Influence Consumer Behaviour Business Administration FISIP UI, November 23, 2011
Contents What Is a Group Selected 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
What is group? “Two or more People who interact to accomplish 50% either individual or mutual goals”. Schiffman and Kanuk.
Reference Group Normative Reference Group Comparative Reference Group
Information and Experience Factors That Affect Reference Group Influence
Make Individual Awarness Provide The Individual Legitimize The Decision
Selected Consumer Related References Group Friendship Group Shopping Groups Work Groups Virtual Groups or Communities
Friendship Group Informal Groups
“In Home Shopping Party”
Shopping Groups Work Groups Consumer Action Group
Consumer Action Group
 REFERENCE GROUP APPEALS THE FAMILY IS  A CONCEPT IN FLUX  SOCIALIZATION OF FAMILY MEMBERS
REFERENCE GROUP APPEALS
Schiffman and Kanuk (2007)
CELEBRITIES
THE EXPERT
THE EXECUTIVE AND EMPLOYEE SPOKESPERSON
TRADE OR SPOKES- CHARACTERS
THE FAMILY IS A CONCEPT IN FLUX
Build Test Evaluate THE FAMILY
SOCIALIZATION OF FAMILY MEMBERS
ADULT CONSUMER SOCIALIZATION INTERGENERA- CONSUMER TIONAL SOCIALIZATION SOCIALIZATION OF CHILDREN
Other Functions of The Family Economic Well-Being Emotional Support Suitable Family Lifestyle
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
The Family Life Cycle • Traditional Family Life Cycle Stage I Stage II Stage III Bachelorhood Honeymooners Parenthood Stage V Stage IV Dissolution Postparenthood
The Family Life Cycle • Modifications-The Nontraditional FLC
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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Reference group and Family Influence

  • 1. PRESENTATION START >> 0 >> 1 >> 2 >> 3 >> 4 >>
  • 2. Reference Groups and Family Influence Consumer Behaviour Business Administration FISIP UI, November 23, 2011
  • 3. Contents What Is a Group Selected 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. What is group? “Two or more People who interact to accomplish 50% either individual or mutual goals”. Schiffman and Kanuk.
  • 5. Reference Group Normative Reference Group Comparative Reference Group
  • 6. Information and Experience Factors That Affect Reference Group Influence
  • 7. Make Individual Awarness Provide The Individual Legitimize The Decision
  • 8. Selected Consumer Related References Group Friendship Group Shopping Groups Work Groups Virtual Groups or Communities
  • 10.
  • 12. Shopping Groups Work Groups Consumer Action Group
  • 13.
  • 15. REFERENCE GROUP APPEALS THE FAMILY IS  A CONCEPT IN FLUX  SOCIALIZATION OF FAMILY MEMBERS
  • 16. REFERENCE GROUP APPEALS
  • 19.
  • 21.
  • 22. THE EXECUTIVE AND EMPLOYEE SPOKESPERSON
  • 23. TRADE OR SPOKES- CHARACTERS
  • 24.
  • 25. THE FAMILY IS A CONCEPT IN FLUX
  • 26. Build Test Evaluate THE FAMILY
  • 27. SOCIALIZATION OF FAMILY MEMBERS
  • 28. ADULT CONSUMER SOCIALIZATION INTERGENERA- CONSUMER TIONAL SOCIALIZATION SOCIALIZATION OF CHILDREN
  • 29.
  • 30. Other Functions of The Family Economic Well-Being Emotional Support Suitable Family Lifestyle
  • 31. 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
  • 32. The Family Life Cycle • Traditional Family Life Cycle Stage I Stage II Stage III Bachelorhood Honeymooners Parenthood Stage V Stage IV Dissolution Postparenthood
  • 33. The Family Life Cycle • Modifications-The Nontraditional FLC
  • 34. 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)