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Amity Business SchoolAmity Business School
Consumer Behavior
Mamta Mohan
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Consumers in their Social and Cultural Settings
Groups and family
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Figure 10.1 Major Consumer Reference Groups Reference Groups
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What is a Group?
• membership group• symbolic group
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Reference GroupReference Group - -Normative Reference Groups
-Comparative Reference Groups
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Indirect Reference GroupsIndirect Reference Groups 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.
Factors effecting the groups influence.
Information & experienceCredibility, Attractiveness and power.Conspicuousness of product.
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Selected Consumer-Related Reference Groups
• Friendship groups- informal, peer influence.• Shopping groups- inhome shopping parties.• Work groups-• Virtual groups or communities- chat rooms,
buddy list.e.g. dragonsurf.com• Consumer-action groups
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Brand Communities
• Group of runners who meet at the Niketown store in Boston on Wednesdays
• Saturn car owners who meet for reunions and barbecues
• Harley Davidson Owner Groups
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Reference Group Appeals
• Celebrities• The expert• The “common man” • The executive and employee spokesperson• Trade or spokes-characters• Other reference group appeals
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Types of Celebrity AppealsTYPETYPE DEFINITIONDEFINITION
Testimonial Based on personal usage, a celebrity attests to the quality of the product or service
Endorsement Celebrity lends his name and appears on behalf of a product or service with which he/she may not be an expert
Actor Celebrity presents a product or service as part of a character endorsement
Spokesperson Celebrity represents the brand or company over an extended period of time
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The Typical Household?Family Households: Married couple, Nuclear family, Extended family
Non-Family Households:
Unmarried couples, Friends/ Roommates, Boarders
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• Canada: Nuclear family• Thailand: Extended family• USA: Not married, no children
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Consumer SocializationConsumer Socialization
• The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers
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Other Functions of the Family
• Economic well-being• Emotional support• Suitable family lifestyles
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Appealing to the Responsibility of Providing for Future Family Financial Need
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Ad Telling Readers that a Great Vacation is Family Time
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Eight Roles in the Family Decision-Making Process
ROLEROLE DESCRIPTIONDESCRIPTION
Influencers provide information to other members about a product or service
Gatekeepers control the flow of information about a product or service into the family
Deciders power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service
Buyers who make the actual purchase of a particular product or service
Preparers who transform the product into a form suitable for consumption by other family members
Users who use or consume a particular product or service
Maintainers who service or repair the product so that it will provide continued satisfaction.
Disposers who initiate or carry out the disposal or discontinuation of a particular product or service
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Dynamics of Husband-Wife Decision Making
• Husband-Dominated• Wife-Dominated• Joint– Equal– Syncratic
• Autonomic– Solitary– Unilateral
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The Family Life Cycle
• Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Postparenthood– Stage V: Dissolution
• Modifications - the Nontraditional FLC
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Targeting the To-Be- Married Segment
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Targeting the Post Parenthood Stage