lecture 6 sociological determinants of consumer behavior 2
DESCRIPTION
Sociological determinants of Consumer behavior Reference group, Family, Role and Status, LifestyleTRANSCRIPT
CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS - 2
Prof. SAVICA
SOCIOLOGICAL DETERMINANTS
Each person is a social being, influenced by the ENVIRONMENT in which he lives or works
Factors
Culture
Subculture
Social class
Reference groups
Social groups
Family
Lifestyle
Roles and status
REFERENCE GROUPGroup that serves as a frame of reference for individuals
in their purchase or consumption decisions
identification / imitation
REFERENCE GROUP
Reference groups consist of individuals or groups that have a strong influence on consumer behavior
Individuals Groups
Celebrities Athletes Political leaders
Music groups Sports groups Political parties
REFERENCE GROUPWhy reference groups are important?
Better lifestyle
New fashion
Accepting new products
REFERENCE GROUP
What impact can reference groups have?
Normative
Comparative
Informative
Identification
1
2
3
4
REFERENCE GROUP1. Normative = Basic code of conduct
Family
Reference group sets norms for general or broadly defined behavior of individuals
(appropriate way to dress, to behave in special occasions, to select food for good nutrition, how and where to shop, how to behave in a church, museum,
etc...)
REFERENCE GROUP2. Comparative = Benchmark for
comparison
Neighbors
Reference group serves as a benchmark for specific or narrowly defined behavior
(admiring and imitating the lifestyle of neighbors-the way they maintain their home, their taste in clothing, their choice of holidays, home furnishings, cars,
etc….)
REFERENCE GROUP3. Informative = Reference group serves as a source of
information for directing the consumer behavior
Friend 30.2%
Doctor (specialist) 22.1%
Beauticians / hairdresser 18.6%
Magazine 14.0%
pharmacist 8.1%
Partner 7.0%
TOTAL 100%
Who would you ask for an information or advice on products for skin care?
REFERENCE GROUP4. Identification = Reference group with which an individual wants to
identify(celebrities, athletes, political leaders, TV spokesmen, well-dressed
people, people that have an interesting outfit)
REFERENCE GROUPTypes of reference groups
Friendship
Shopping groups Virtual groups Family
Brand communities Celebrities
Work groups
REFERENCE GROUPReference groups and marketing
• To determine the degree of influence of the reference group • To determine who is the leader in the reference group• To create a promotional activity for the most influential reference group• To try to increase the impact of the group
FAMILYFamily is a primary reference group of two or more persons related
by blood, marriage or adoption who reside together! Household is a group of people that represents a consumption
community!
All the families are households, but not all households are families!
FAMILYTypes of families
Nuclear familyExtended
familySingle-parent
family
FAMILY
Functions of family
Sharing economic situation
Socialization of children
Building a lifestyle
Emotional support
FAMILYFamily- Lifecycle stages
FAMILY
0% 50% 100%
3
2.5
2
1.5
1
Dominant wife
Dominant husband
Autonomous decision Joint decision
Percentage of families who make a joint decision
Who makes the buying decision?
0% 50% 100%
Percentage of families who make a joint decision
3
2.5
2
1.5
1
Clothes for wife
Clothes for husband
Life insuranceOther isnurance
Holidays
TV
Car
Food
Cleaning products
Cosmetics
Toys for kids
Home furnishings
Home appliances
Dominant wife
Dominant husband
Alcoholic beverages
FAMILY
Joint decision
Autonomous decision
Who makes the buying decision?
Husband/Wife Decision Roles for Services
FAMILY
ROLE AND STATUS
Role – set of behaviors that are expected of an individual in a certain position in society
ROLE AND STATUSOne person– many roles in the same time
husband parent economist manager athlete
behavior behavior behavior behavior behavior
Conflict of roles
Limited resources – time!
Product: fast food
ROLE AND STATUSRoles of a student
ROLE AND STATUS
Status – General respect that society gives to a certain person
CEO CEO
10.000 € / monthly 3.000 € / monthlySame social class, different status!
power
property
heritage
lifestyle
income
LIFESTYLE
Lifestyle is a way of life, the way people spend their time and money (activities), what they consider important in their life
(interests) and what they think about themselves and the world around them (opinions).
LIFESTYLEActivities
The way people spend their time and money
walking
learning
cooking
relaxing
reading
Sports clothes, equipment
vegetables, stove, spices
books, pens
CD, bed, pajamas
book, newspaper, magazine
Activities Products
LIFESTYLE
InterestsPreferences and priorities of the people
Interests
family
work
fashion
food
home
LIFESTYLEOpinions
What people think of themselves and the world around them
Opinions
politics
economics
culture
social problems
future
MINI TEST
Explain the following terms:
• Normative reference groups: -----------------------------------• Comparative reference groups: --------------------------------• Household vs. family:--------------------------------------------• Socialization of kids:---------------------------------------------• Conflict of roles:--------------------------------------------------• Status:----------------------------------------------• Reference group:---------------------------• AIO:-------------------------------------------• Dominant husband:-----------------------------------• Joint family decision:----------------------------------------