Consumer behaviour
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Transcript of Consumer behaviour
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Layout of Presentation
What Is a Group?
Categories of Reference Groups
Selected Consumer-Related
Reference Groups
Reference Group Appeals
Consumer Socialization
Family Decision Making
The Family Life Cycle
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Normative Reference Groups
Comparative Reference Groups
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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
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Friendship groups
Shopping groups
Work groups
Virtual groups or communities
Consumer-action groups
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The reference group appeal that uses the testimonials of satisfied customers is known as the common man approach.
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Households
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preadolescent adolescent teenager older
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Eight Roles in the Family Decision-Making Process
ROLEROLE DESCRIPTIONDESCRIPTION
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
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Choosing restaurants
and items in
supermarkets
Teen Internet mavens
Pester power
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Targeting the parenthood segment
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