Group dynamics

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The presentation is about the role of family influences on consumer behavior.
It cosists of the various stages of persons life which affect his buying behavior & social class affecting the individuals buying pattern

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Group dynamics

  1. 1. Effect of Family & Social Class (A Consumer Behavior Perspective)
  2. 2. Presented By Shraddha Swapnali
  3. 3. Role of Family Influences
  4. 4.  Imparting moral & religious skill  Interpersonal Skills  Dressing & grooming standards  Selection of suitable Education Socialization of Family Member
  5. 5. Learn behavior norms through parents & older siblings Learn behavior through the friends Consumer Socialization is an aspect of socialization in which a person, in particular, a child acquires skills, knowledge, habits, and attitudes related to their behaviour in marketplace Consumer Socialization Of Children
  6. 6. Adult Consumer Socialization An ongoing process  Newly married couple adjusting with each other  Retired couple moving to new place  Family welcoming pet
  7. 7. Intergenerational Socialization Product loyalty transfers from one generation to another for example specific brand preferences for products such as peanut, butter, mayonnaise, ketchup & coffee
  8. 8. • Husband wife equally involved • Support of grand parents • Teenage children work Economic Well-being • Core function-decision-making • Help children in learning & communication Emotional support • Decision-making of spouse • Nuclear family tradition • Allocation of time influencing consumption pattern Suitable family lifestyles Other Function of the Family
  9. 9. • Husband-Dominated • Wife-Dominated • Joint o Equal o Syncratic • Autonomic o Solitary o Unilateral Husband-Wife Decision Making
  10. 10.  Pressure-tactics-Uses threats  Upward appeal-Demand supported by older member of family  Exchange tactics-Makes promise in return of favor  Coalition tactics-Aids of others to fulfill the demand  Ingratiating tactics  Rational Persuasion-Logical arguments  Inspirational Appeals-Emotional appeal  Consultation tactics-Seeks involvement in making decision Children Decision Making
  11. 11. Influencers Gatekeepers Deciders Buyers Preparers Users Maintainers Disposers Roles Influencing Decision Making Process
  12. 12. Socialization Process
  13. 13. Family Life Cycle
  14. 14. Non Traditional
  15. 15. A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior. Reference Group
  16. 16. Referencegroup Normative Comparative Indirect Contactual Aspirational Disclaimant Avoidance Reference Group Categories
  17. 17. Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities. Indirect Reference Group
  18. 18.  Division of members of society into hierarchy of distinct status classes  Variables  Single variable index  Family income  Occupational status  Education  Composite variable index  Members if same class- relatively same status Social Class
  19. 19. Personality Saving, spending & credit Communication Social Class Affecting Behavior
  20. 20. Social Class Affecting Behavior Self as “Impotent Reactor” Self as “Potent Actor” Future as Threat “Trap Door” Future as Opportunity “Open Doors” Focus on Creation of Financial Stability “Securing the Perimeters” Focus on Financial Growth & Development “Expanding the Boundaries” Economic, Status, and Power Mix Disadvantaged Situation Advantaged Situation{ { { Class Situation Self Perception And Expectation Financial Focus Working Class Disempowerment Professional Empowerment

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