This document discusses how reference groups and family influences impact consumer behavior. It defines reference groups as people or social groups that individuals compare themselves to in forming attitudes and behaviors. Family is described as the most basic social group where members interact to fulfill personal and shared needs. The document outlines different types of reference groups and families and how they socialize members. It also explains eight roles in family decision making processes and five stages of the family life cycle.

1. WelcometothePresentation

2. R
eference G
roups &
Fam
ily
Influences

4. Almost all individuals regularly interact
with other people who directly or
indirectly influence their purchase
decisions.

5. Ata Glance
1. What is a group?
2. Understanding the power of reference groups
3. Selected consumer related reference groups
4. Reference group appeals
5. The concept of family
6. Socialization of family members
7. Functions of family
8. Family decision & consumption related roles
9. The family life cycle

6. Preamble
This presentation begins with the basic
concepts of group dynamics & how
reference groups both directly &
indirectly influence consumer
behaviour.
It also discusses in two parts.
1) Group involvements & influence.
2) Family influences

8. 1.Whatisa group?
A Group may be defined as two or
more people who interact to
accomplish either individual or mutual
goals.
Group sometime considered as a
Membership & sometime as a
Symbolic Group.

9. 2.Understandingthepowerof
referencegroups
A reference group is any person or
group that serves as a point of
comparison for an individual in forming
either general or specific values,
attitudes or a specific guide for
behaviour.

10. 2.1.Classification
Normative Reference Groups.
Comparative Reference
Groups.
Indirect Reference Group

11. 2.2.Factors(Influence Groups)
Individuals
Family
Friends
One’s Own Culture
Social Class
Selected Subculture
Other Culture

12. 2.3Factorsinfluencesconsumer
behaviour
Information & experience
Credibility, attractiveness &
power of the reference group
Conspicuousness of the
product
Consumer conformity

13. 3.Selectedconsumerrelatedreference
groups
Friendship groups
Shopping groups
Work groups
Virtual groups or communities
Consumer-action groups

14. 4.Referencegroup appeals
Appeals by celebrities & other similar
reference groups are used very
effectively by advertisers to
communicate with their markets.

15. 4.1.MajorTypes
Celebrities
The expert
The common man
The executive & employee
spokesperson
Trade or spokes-characters
Others

16. 5.Theconceptof family
In a dynamic sense the individuals
who constitute a family might be
describes as members of the most
basic social group who live together
& interact to satisfy their personal &
mutual needs.

17. 5.1.Typesof family
The married couple
The nuclear family
The extended family

18. 6.Socializationoffamily members
The Socialization of family
members ranging from young
children to adults, is a central
family function.

19. 6.1.Asimplemodelofthe
socializationprocess
Young
Person
Other Family Members Friends
Preadolescent Adolescent Teenager Older
Influence More Basic
Values/Behaviour
Influence More Expressive
Attitudes/Behaviour

20. 7.Functionsof family
Economic Well-being
Emotional Support
Suitable Family Lifestyle

21. 8.Familydecision&
consumptionrelated roles
For a family function is a
cohesive unit.
In a dynamic society family
related duties are constantly
changing

22. 8.1.TheEightRolesinthe
FamilyDecisionMaking Process
Influencers
Gatekeepers
Deciders
Buyers
Preparers
Users
Maintainers
Disposers

23. 9.Thefamilylife cycle
The traditional family life cycle is a
progressing of stages through
which many families pass starting
with bachelorhood, moving on to
marriage, then to family growth, to
family construction & ending with
the dissolution of the basic unit.

24. 9.1.FLCstages
Stage 1) Bachelorhood
Stage 2) Honeymooners
Stage 3) Parenthood
Stage 4) Post Parenthood
Stage 5) Dissolution

25. Conclusion
The study of groups & their
impact on the individual is of
grate importance to marketers
concerned with influencing
consumer behaviour.

26. Reference
Chapter Ten
Reference Groups & Family
Influences
Book: Consumer Behaviour
# Ninth Edition
By- Leon G. Schiffman & Leslie
Lazar Kanuk
Page: 330 to 372

27. The End