Scribd
Upload
50 views30 pages

Group Determinants of Consumer Behaviour Reference Group

This document discusses reference groups and their influence on consumer behavior. It defines reference groups as groups that individuals compare themselves to in forming attitudes and behaviors. It outlines different types of reference groups, such as normative groups and indirect celebrity groups that influence teens. Family is a major consumer reference group, and the document discusses family decision making roles, dynamics between husbands and wives, and how the family life cycle affects consumption.

Uploaded by

Tanmay Pednekar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
50 views30 pages

Group Determinants of Consumer Behaviour Reference Group

This document discusses reference groups and their influence on consumer behavior. It defines reference groups as groups that individuals compare themselves to in forming attitudes and behaviors. It outlines different types of reference groups, such as normative groups and indirect celebrity groups that influence teens. Family is a major consumer reference group, and the document discusses family decision making roles, dynamics between husbands and wives, and how the family life cycle affects consumption.

Uploaded by

Tanmay Pednekar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 30

Group Determinants of

Consumer Behaviour
Reference Group Influence
Chapter 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
What Is a Group?
• Two or more people who interact to
accomplish either individual or mutual goals
• A membership group is one to which a person
either belongs or would qualify for
membership
• A symbolic group is one in which an individual
is not likely to receive membership despite
acting like a member
A person or group
that serves as a point
of comparison (or
reference) for an
Reference
individual in the
Group
formation of either
general or specific
values, attitudes, or
behavior.
Broad Categories of
Reference Groups
• Normative Reference
Groups
• Comparative
Reference Groups
Individuals or groups
with whom a person
identifies but does not
Indirect
have direct face-to-face
Reference
contact, such as movie
Groups
stars, sports heroes,
political leaders, or TV
personalities.
Teens are
very
influenced by
indirect
reference
groups.
Discussion Question
• You are marketing a new fragrance for
young men (ages 17-22). Who would
make a good spokesperson? Why?
Major Consumer Reference Groups
Positive Influences on Conformity

Group Characteristics Personal Characteristics


• Attractiveness • Tendency to Conform
• Expertise • Need for Affiliation
• Credibility • Need to be Liked
• Past Success • Desire for Control
• Clarity of Group Goals • Fear of Negative
Evaluation
Factors Encouraging Conformity:
A Reference Group Must ...

• Inform or make the individual aware of a specific


product or brand
• Provide the individual with the opportunity to
compare his or her own thinking with the
attitudes and behavior of the group
• Influence the individual to adopt attitudes and
behavior that are consistent with the norms of
the group
• Legitimize the decision to use the same products
as the group
Discussion Question
• Who are your reference groups?
• How do they influence different types of
purchases? When do certain groups have
the most influence?
This ad
compares the
product to a
reference
group.
Selected Consumer-Related
Reference Groups
• Friendship groups
• Shopping groups
• Work groups
• Virtual groups or communities
• Consumer-action groups
Brand Communities
• Saturn car owners who meet for reunions
and barbecues
• Saab owners
• Harley-Davidson Owner Groups
Brand Communities

Since Honda
cannot compete on
brand community,
they choose to
emphasize the
family.
Brand Communities
Reference Group Appeals
• Celebrities
• The expert
• The “common man”
• The executive and employee
spokesperson
• Trade or spokes-characters
• Other reference group appeals
The
common
“wo”men
Households
Family Households:
Married couple,
Nuclear family,
Extended family

Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders
The Changing Indian Family

• More working mothers


• Changes in household spending patterns
The process by which
children acquire the
Consumer
skills, knowledge, and
Socialization
attitudes necessary to
function as consumers.
Discussion Question
• How do marketers influence consumer
socialization?
• Does this seem unethical? At what point
would it be unethical?
A Simple Model of the
Socialization Process
Other Functions of the Family
• Economic well-being
• Emotional support
• Suitable family lifestyles
Eight Roles in the Family –Process
Decision-Making

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
Preparers Family member(s) who transform the product into a form suitable for
consumption by other family members
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
Dynamics of Husband-Wife
Decision Making
• Husband-Dominated
A purchase
• Wife-Dominated decision in which
both husband and
• Joint wife have equal
influence.
– Equal
– Syncratic
• Autonomic
– Solitary
– Unilateral
Expanding Role of Children In Family
Decision Making
• Choosing restaurants and items in
supermarkets
• Teen Internet mavens
• Pester power
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
Targeting the
parenthood
segment

You might also like