Schiff Cb Ce 12
Transcript of Schiff Cb Ce 12
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Chapter 12Reference Groups and Family
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
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What is a Group?
Two or more people who interact to accomplish either individual or mutual goals
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Reference GroupReference 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 behaviour.
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Types of Reference Groups Classified by:
– Membership• Symbolic
– Extent of interaction • Direct versus indirect
– Nature of attraction• Aspirational versus dissociative
– Degree of formality• Formal versus informal
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Types of Reference Group Influence
Informational Influence– When a member of reference group provides
information used to make purchase decisions Normative Influence
– When we conform to group norms in order to belong to that group
Identification Influence– When we identify with, and internalize, a group’s
values and behaviours
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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 behaviour of the group
Influence the individual to adopt attitudes and behaviour that are consistent with the norms of the group
Legitimize the decision to use the same products as the group
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Selected Consumer-Related Reference Groups
Friendship groups Shopping groups Work groups Virtual groups or communities Brand communities Consumer-action groups celebrities
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Reference Groups and Marketing Strategy
Recognize the extent of reference group influence in a situation
Identify the most effective type of reference group influence
Identify possible reference group members to use in promotions
Attempt to increase reference group influence
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Households
Households
Family Households: Married couple, Nuclear family, Extended family
Non-Family Households: Unmarried couples,
Friends/ Roommates, Boarders
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The Typical Household?
Canada: Nuclear family Thailand: Extended family USA: Not married, no children
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The Family Life Cycle
Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Post-parenthood– Stage V: Dissolution
Modifications - the Nontraditional FLC
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Figure 12-6 Noteworthy Nontraditional FLC Stages
Family Households
Childless couples It is increasingly acceptable for married couples to elect not to have children. Contributing forces are more career-oriented married women and delayed marriages.
Couples who marry later in life (in their late 30s or later)
More career-oriented men and women and greater occurrence of couples living together. Likely to have fewer or even no children.
Couples who have first child later in life (in their late 30s or later)
Likely to have fewer children. Stress quality lifestyle: “Only the best is good enough”
Alternative FLC Stages Definition/Commentary
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Figure 12-6 (continued)
Family Households
Single parents II Young man or woman who has one or more children out of wedlock.
Single parents III A single person who adopts one or more children.
Extended family Young single-adult children who return home to avoid the expenses of living alone while establishing their careers. Divorced daughter or son and grandchild(ren) return home to parents. Frail elderly parents who move in with children. Newlyweds living with in-laws.
Alternative FLC Stages Definition/Commentary
Single parents I High divorce rates (about 50%) contribute to a portion of single-parent households
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Figure 12-6 (continued)
Nonfamily Households
Unmarried couples Increased acceptance of heterosexual and homosexual couples.
Divorced persons (no children)
High divorce rate contributes to dissolution of households before children are born.
Single persons (most are young)
Primarily a result of delaying first marriage; also, men and women who never marry.
Alternative FLC Stages Definition/Commentary
Widowed persons (most are elderly)
Longer life expectancy, especially for women; means more over-75 single-person households.
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Dynamics of Husband-Wife Decision Making
Husband-Dominated Wife-Dominated
Joint– Equal
– Syncratic Autonomic
– Solitary– Unilateral
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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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Family and Marketing Strategy Use the FLC for segmentation and positioning Recognize the diverse consumption roles within
the family Understand and use the dynamics of husband-wife
decision making Understand and use the consumer socialization
role played by the family Recognize the changing nature of Canadian
families.