Post on 07-Mar-2018
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter 10: The Family and Its Social Class StandingMKT 344 Faculty: NNA
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
Reference
Group
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.
Comparative Reference Groups Reference group serving as benchmarks for
specific or narrowly defined attitude or behavior. i.e. upper level executive
Membership group: A group where a person belongs to or would
qualify for membership. i.e. NSUSS
aspirationalreference groupscomprise idealized figures such as successful business people, athletes or performers
• 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
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.
Virtual groups or communities: individuals who work across time, space and organizational boundaries with links strengthened by webs of communication technology.
Households
Family Households:
Married couple,
Nuclear family,
Extended family
Nonfamily Households:
Unmarried couples,
Friends/ Roommates
Consumer
Socialization
The process by which
children acquire the
skills, knowledge, and
attitudes necessary to
function as consumers.
How do marketers influence consumer socialization?
Does this seem unethical? At what point would it be unethical?
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
Traditional Family Life Cycle
Stage I: Bachelorhood
Stage II: Honeymooners
Stage III: Parenthood
Stage IV: Postparenthood
Stage V: Dissolution