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Copyright 2007 by Prentice Hall
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Chapter 10: The Family and Its Social Class StandingMKT 344 Faculty: NNA
NNAChapter Outline• What Is a Group?• Categories of Reference Groups• Selected Consumer-Related Reference Groups• Reference Group Appeals• The Changing U.S. Family• Consumer Socialization• Family Decision Making• The Family Life Cycle
NNAReference Groups Influence
•Normative influence: • learning and adopting a group’s norms,
values, and behaviors.• Reference groups influencing broadly
defined value. i.e. Family
• Symbolic group: • a group to which an individual is unlikely to belong,
but whose values and behaviors that person adopts
NNAReference Groups Influence
•Comparative influence: • arises when people compare
themselves with others whom they respect and admire.• Reference group serving as benchmarks
for specific or narrowly defined attitude or behavior. i.e. upper level executive
NNATypes of Reference Groups
•Membership group: • the group to which a person belongs to, or realistically
can join.• A group where a person belongs to or would qualify for
membership. i.e. NSUSS• Friendship groups: a group of people, usually of similar
age, background, and social status, with whom a person associates and who are likely to influence the person's beliefs and behavior.
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NNABroad Categories of Reference Groups
• Groups include people who more realistically represent the individuals’ current equals or near-equals
Associative Reference Groups
• group includes people that the individual would not like to belong to
Dissociative Reference Group
NNASelected Consumer-Related Reference Groups
• Shopping groups•Work groups: a group within a workforce that
normally works together.• Virtual groups or communities: individuals
who work across time, space and organizational boundaries with links strengthened by webs of communication technology.• Brand Communities
NNAReference Group Appeals• Celebrities• The expert• The “common man”• The executive and employee spokesperson• Trade or spokes-characters
NNAHouseholds
Households
Family Households: Married couple, Nuclear family, Extended family
Nonfamily Households: Unmarried couples, Friends/ Roommates
NNAThe Changing U.S. Family• Increase in childless women• More working mothers• Changes in household spending patterns
NNAEvidence of the Dynamic Nature of U.S. Households - Figure 10-7
NNAConsumer Socialization
The process by which children acquire the
skills, knowledge, and attitudes necessary to
function as consumers.
NNAA Simple Model of the Socialization Process - Figure 10.11
NNA
Table 10.7 Eight Roles in the Family Decision-Making Process
ROLE DESCRIPTION
Influencers Family member(s) who provide information to other members about a product or service
Gatekeepers Family member(s) who control the flow of information about a product or service into the family
Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service
Buyers Family member(s) who make the actual purchase of a particular product or service
Users Family member(s) who use or consume a particular product or service
Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction.
Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
NNAThe Family Life Cycle• Traditional Family Life Cycle• Stage I: Bachelorhood• Stage II: Honeymooners• Stage III: Parenthood• Stage IV: Postparenthood• Stage V: Dissolution
NNAThe Family Life Cycle• Modifications - the Nontraditional FLC• Child less couple• Couples who marry later in life• Couples who have first child later in life• Single parents • Extended family (kids return to parents to avoid expenses or after divorce)• Unmarried couples
Consumer Behavior,Ninth Edition
Schiffman & KanukChapter 13Cross-Cultural Consumer Behavior: An International PerspectiveMKT 344 Lecturer: NNA
NNACountry of Origin Effects: Negative and Positive• Many consumers may take into consideration the country of origin of
a product.• Some consumers have animosity toward a country• People’s Republic of China has some animosity to Japan• Jewish consumers avoid German products• New Zealand and Australian consumers boycott French products
NNACross-CulturalConsumer Analysis
The effort to determine to what
extent the consumers of two
or more nations are similar or different.
NNACross-Cultural Consumer Analysis
• Similarities and differences among people
• The greater the similarity between nations, the more feasible to use relatively similar marketing strategies
• Marketers often speak to the same “types” of consumers globally
Issues
NNACross-Cultural Consumer Analysis
• The growing global middle class
• Growing in Asia, South America, and Eastern Europe
• Marketers should focus on these markets
Issues
NNACross-Cultural Consumer Analysis
• The global teenage market
• There has been growth in an affluent global teenage and young adult market
• They appear to have similar interests, desires, and consumption behavior no matter where they live.
Issues
NNACross-Cultural Consumer Analysis
• Acculturation • Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries
Issues
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