Reference Group and Family Influence on Consumer BehaviorRamishSheikh1
This presentation is based on the important topics of the Two Chapters 1.Reference Group 2. Family Influence On Consumer Behavior.
Reference Group: Groups that serve as source of comparison, influence and norms for people’s opinion’s, values and behaviors.
Word Of Mouth: Communication where satisfied customer’s tell
other people how much they like a business,
product or service.
Source Credibility:A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.
Reference Group Influence:
* Normative Influence
*Comparative Influence
Consumption Related Reference Group:
There are several Types which are as follow:
*Friendship Group
*Shopping Group
*Virtual Community
*Advocacy Group
Factors Affecting reference Group Influence:
Conformity:
To influence its members, a reference group must:
Inform members that the brand or product exists.
Provide opportunity to compare thinking with the attitudes/behavior of the group.
Influence individual to adopt attitudes and behavior that are consistent with the group’s norms.
Legitimize the member’s decision to use the same products as other members.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
Reference Group and Family Influence on Consumer BehaviorRamishSheikh1
This presentation is based on the important topics of the Two Chapters 1.Reference Group 2. Family Influence On Consumer Behavior.
Reference Group: Groups that serve as source of comparison, influence and norms for people’s opinion’s, values and behaviors.
Word Of Mouth: Communication where satisfied customer’s tell
other people how much they like a business,
product or service.
Source Credibility:A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.
Reference Group Influence:
* Normative Influence
*Comparative Influence
Consumption Related Reference Group:
There are several Types which are as follow:
*Friendship Group
*Shopping Group
*Virtual Community
*Advocacy Group
Factors Affecting reference Group Influence:
Conformity:
To influence its members, a reference group must:
Inform members that the brand or product exists.
Provide opportunity to compare thinking with the attitudes/behavior of the group.
Influence individual to adopt attitudes and behavior that are consistent with the group’s norms.
Legitimize the member’s decision to use the same products as other members.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Reference Groups (RG) and Family Influences: What is a group? - Understanding the power of reference groups - Selected consumer - Related RG - Family decision making and consumption -Related roles-The family life cycle
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Reference Groups (RG) and Family Influences: What is a group? - Understanding the power of reference groups - Selected consumer - Related RG - Family decision making and consumption -Related roles-The family life cycle
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
Family and its Influence : Consumer BehaviorKaushik Deb
With the exception of those very few people who are classified as hermits, most individuals interact with other people on daily basis, especially with members of their own families. The family commonly provides the opportunity for product exposure and trial and imparts consumption values to its members. As a major consumption group, the family is also a prime target for many product and services.
9/19/2011 Self-Concept in Consumer BehaviorWalid Abraz
Date: 9/19/2011
Course: MK617 Consumer Behavior
Assignment: Self-Concept in Consumer Behavior
Description: “Every product you purchase reflects who you really are”
A critical review of Joseph Sirgy article about Self-Concept in Consumer Behavior.
For this assignment, students were presented some definitions and theories about Self-Concept in Consumer Behavior. This included the definition of the Image product, the process of identification, congruity and incongruity, but also some self-concept measurements practices.
A compilation of selected articles on professionalizing ownership.
The Impact of Family Business
How family businesses affect and contribute to the global economy.
The guide provides insights to Professionalizing Family Business Owners
Professionalization in the Family System, Ownership System, and Business Systems.
PART 1: Competent, Committed, and Sustainable Ownership
• A Practitioner’s Perspective
• Insights from the Research
• Being Competent in Ownership
• Being Committed to Family Ownership
• Making Ownership Sustainable
PART 2: Competent, Committed, and Sustainable Ownership
• Shared Values and Goals
• Psychological Glue
• Ownership Competencies
• Informal Family Governance
• Formal Family Governance
• The Trigger for Change
Competent, Committed, and Sustainable Ownership
Historically family business has been the agenda of many research initiatives from academic anthropologists and historians since the 19th century (Perez & Colli, 2013).
There’s a lot of history noted in the evolution of family systems of organization and structures of social life in the post 1940s (Perez & Colli, 2013).
The family system had been a focus of many dissertations of European and North American scholars since the 1940s drawn from theories culled from extensive field research developed in Africa, South America, Oceania, and Asia.
The momentum of using all this extensive research and knowledge into a set of tools that will eventually be the arsenal of future family business consultants may have stemmed from the efforts of Barbara S. Hollander.
Hollander published first empirical studies emphasizing the relationship between the family and the Business.
During the 1980s the family firm began to be perceived as a unique business form and was quite a discredited topic at that time according to John Davis when he was interviewed May 13, 2009.
Those who were practicing family business consulting at that time see themselves as “Business Doctors” who solved problems, theorized, performed research, and published articles on family firms.
Since the beginning, the whole exercise of legitimizing family business studies was mainly a professional and academic process mostly taking place in the United States. Richard Beckhard and Ivan Lansberg organized a meeting in 1982 to bring together people who shared the same concerns about the family business.
This meeting eventually led to the founding of the Family Firm Institute or FFI with Barbara Hollander being its first president and founder.
FFI was officially incorporated in the Commonwealth of Pennsylvania with 22 founding members in 1986.
This presentation defines what a groups is, what group dynamics is, stages of group formation, types of groups, why groups are formed, good and bad practices in groups.
The Seven Habits of Highly Effective People by Steven CoveyTimothy Wooi
Course Objective
Today more than ever we need to improve life and work
effectiveness. They represent a proven process of personal and interpersonal growth that can have an immediate and lasting impact.
The purpose of The 7 Habits of Highly Effective People ® is to help you lead your life in a truly effective way and thus, your organization to achieve greater productivity, improved communication, strengthened relationships, increased influence, and laser-like focus on critical priorities.
Contents
The 7 Habits
Independence
1- Be proactive
2- Begin with the end in mind
3- First things first
4- Think win-win
5- Seek first to understand, then
to be understood
6- Synergize
Continual improvement
7- Sharpen the Saw; Growth
Changing American Society VALUES1) What is a cultural value Do.docxtidwellveronique
Changing American Society: VALUES
1) What is a cultural value? Do all members of a culture share cultural values?
Cultural values are widely held beliefs that affirm what is desirable. They impact our daily activities. They are not shared by all members. However, they are common to the main body of the culture even though there are significant variations between subcultures.
2) Describe the current American culture in terms of each of the 18 values discussed in this chapter.
a. Individual/collective: More collective than in the past but still strongly individualistic.
b. Performance/status: Moving back toward a strong performance emphasis.
c. Tradition/change: Hesitation to accept all change as positive, but still strongly change‑oriented.
d. Masculine/feminine: Shifting away from a strongly masculine dominance.
e. Competition/cooperation: A reduction in the competitive orientation of the society but still basically competitive.
f. Youth/age: Movement away from youth toward more of an older orientation.
g. Active/passive: Strong active orientation remains.
h. Material/nonmaterial: Indications that some Americans are putting less emphasis on materialism though it is still a dominant value.
i. Hard work/leisure: Leisure activities are seen as being somewhat more rewarding and necessary than in the recent past.
j. Risk taking/security: Somewhat reduced emphasis on security than in the recent past.
k. Problem solving/fatalistic: People basically feel they can affect and, to some extent, control the world around them.
l. Admire nature/overcome nature: We are more prone to admire nature, to coexist with it, and to learn from it.
m. Diversity/uniformity: The orientation has shifted from uniformity toward diversity.
n. Postponed gratification/immediate gratification: Many Americans who postponed gratification during the recent recession are less willing to do so now even if their financial situation would suggest otherwise.
o. Sensual gratification/abstinence: Increased tolerance and acceptance of sensual gratification seems to be continuing.
p. Religious/secular: Generally, American society is secular though there are strong religious influences.
q. Limited/extended family: Americans have a limited family orientation compared to many other cultures.
r. Cleanliness: Cleanliness is viewed as being extremely important.
3) How is voluntary simplicity related to the materialism value? What are the marketing implications of voluntary simplicity? Do these implications vary by product class?
The U.S. continues to possess the characteristics of a consumption society. However, there is some evidence that the strong value on material possessions is moderating with some consumers due to role overload, burnout, and emotional exhaustion. These consumers are rethinking their priorities and consciously simplifying their lives. Although voluntary simplicity involves a small segment of the overall population, its growth holds economic and ma ...
Mktg 3850 the family and its social class/tutorialoutletPlunkettz
FOR MORE CLASSES VISIT
tutorialoutletdotcom
Learning Objective 10.1: To understand the family as a consumer socialization agent.
The family is the primary reference group for many attitudes and behaviors. The family is also
the prime target market for most products and product categories.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
it is a presentation on the crisis intervention model proposed by Lydia Rapoport. the slides contains information on crisis and the model of intervention proposed by Rapoport
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
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Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
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Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
4. Almost all individuals regularly interactAlmost all individuals regularly interact
with other people who directly orwith other people who directly or
indirectly influence their purchaseindirectly influence their purchase
decisions.decisions.
5. At a GlanceAt a Glance
1. What is a group?1. What is a group?
2. Understanding the power of reference groups2. Understanding the power of reference groups
3. Selected consumer related reference groups3. Selected consumer related reference groups
4. Reference group appeals4. Reference group appeals
5. The concept of family5. The concept of family
6. Socialization of family members6. Socialization of family members
7. Functions of family7. Functions of family
8. Family decision & consumption related roles8. Family decision & consumption related roles
9. The family life cycle9. The family life cycle
6. PreamblePreamble
This presentation begins with the basicThis presentation begins with the basic
concepts of group dynamics & howconcepts of group dynamics & how
reference groups both directly &reference groups both directly &
indirectly influence consumerindirectly influence consumer
behaviour.behaviour.
It also discusses in two parts.It also discusses in two parts.
1)1) Group involvements & influence.Group involvements & influence.
2)2) Family influencesFamily influences
7.
8. 1. What is a group?1. What is a group?
A Group may be defined as two orA Group may be defined as two or
more people who interact tomore people who interact to
accomplish either individual or mutualaccomplish either individual or mutual
goals.goals.
Group sometime considered asGroup sometime considered as aa
MembershipMembership & sometime as& sometime as aa
Symbolic Group.Symbolic Group.
9. 2. Understanding the power of2. Understanding the power of
reference groupsreference groups
A reference group is any person orA reference group is any person or
group that serves as a point ofgroup that serves as a point of
comparison for an individual in formingcomparison for an individual in forming
either general oreither general or specific valuesspecific values,,
attitudesattitudes oror aa specific guidespecific guide forfor
behaviour.behaviour.
11. 2.2. Factors (Influence Groups)2.2. Factors (Influence Groups)
Other Culture
Selected Subculture
Social Class
One’s Own Culture
Friends
Family
Individuals
12. 2.3 Factors influences consumer2.3 Factors influences consumer
behaviourbehaviour
Information & experienceInformation & experience
Credibility, attractiveness &Credibility, attractiveness &
power of the reference grouppower of the reference group
Conspicuousness of theConspicuousness of the
productproduct
Consumer conformityConsumer conformity
13. 3. Selected consumer related reference3. Selected consumer related reference
groupsgroups
Friendship groupsFriendship groups
Shopping groupsShopping groups
Work groupsWork groups
Virtual groups or communitiesVirtual groups or communities
Consumer-action groupsConsumer-action groups
14. 4. Reference group appeals4. Reference group appeals
Appeals by celebrities & other similarAppeals by celebrities & other similar
reference groups are used veryreference groups are used very
effectively by advertisers toeffectively by advertisers to
communicate with their markets.communicate with their markets.
15. 4.1. Major Types4.1. Major Types
CelebritiesCelebrities
The expertThe expert
TheThe common mancommon man
The executive & employeeThe executive & employee
spokespersonspokesperson
Trade or spokes-charactersTrade or spokes-characters
OthersOthers
16. 5. The concept of family5. The concept of family
In a dynamic sense the individualsIn a dynamic sense the individuals
who constitute a family might bewho constitute a family might be
describes as members of the mostdescribes as members of the most
basic social group who live togetherbasic social group who live together
& interact to satisfy their personal && interact to satisfy their personal &
mutual needs.mutual needs.
17. 5.1. Types of family5.1. Types of family
The married coupleThe married couple
The nuclear familyThe nuclear family
The extended familyThe extended family
18. 6. Socialization of family members6. Socialization of family members
The Socialization of family
members ranging from young
children to adults, is a central
family function.
19. 6.1. A simple model of the6.1. A simple model of the
socialization processsocialization process
Young
Person
Other Family Members Friends
Preadolescent Adolescent Teenager Older
Influence More Basic
Values/Behaviour
Influence More Expressive
Attitudes/Behaviour
20. 7. Functions of family7. Functions of family
Economic Well-beingEconomic Well-being
Emotional SupportEmotional Support
Suitable Family LifestyleSuitable Family Lifestyle
21. 8. Family decision &8. Family decision &
consumption related rolesconsumption related roles
For a family function is aFor a family function is a
cohesive unit.cohesive unit.
In a dynamic society familyIn a dynamic society family
related duties are constantlyrelated duties are constantly
changingchanging
22. 8.1. The Eight Roles in the
Family Decision Making Process
InfluencersInfluencers
GatekeepersGatekeepers
DecidersDeciders
BuyersBuyers
PreparersPreparers
UsersUsers
MaintainersMaintainers
DisposersDisposers
23. 9. The family life cycle9. The family life cycle
The traditional family life cycle is aThe traditional family life cycle is a
progressing of stages throughprogressing of stages through
which many families pass startingwhich many families pass starting
with bachelorhood, moving on towith bachelorhood, moving on to
marriage, then to family growth, tomarriage, then to family growth, to
family construction & ending withfamily construction & ending with
the dissolution of the basic unit.the dissolution of the basic unit.
25. Conclusion
The study of groups & theirThe study of groups & their
impact on the individual is ofimpact on the individual is of
grate importance to marketersgrate importance to marketers
concerned with influencingconcerned with influencing
consumer behaviour.consumer behaviour.
26. Reference
Chapter TenChapter Ten
Reference Groups & FamilyReference Groups & Family
InfluencesInfluences
Book: Consumer BehaviourBook: Consumer Behaviour
# Ninth Edition# Ninth Edition
By- Leon G. Schiffman & LeslieBy- Leon G. Schiffman & Leslie
Lazar KanukLazar Kanuk
Page: 330 to 372Page: 330 to 372
