4. Almost all individuals regularly interactAlmost all individuals regularly interact
with other people who directly orwith other people who directly or
indirectly influence their purchaseindirectly influence their purchase
decisions.decisions.
5. At a GlanceAt a Glance
1. What is a group?1. What is a group?
2. Understanding the power of reference groups2. Understanding the power of reference groups
3. Selected consumer related reference groups3. Selected consumer related reference groups
4. Reference group appeals4. Reference group appeals
5. The concept of family5. The concept of family
6. Socialization of family members6. Socialization of family members
7. Functions of family7. Functions of family
8. Family decision & consumption related roles8. Family decision & consumption related roles
9. The family life cycle9. The family life cycle
6. PreamblePreamble
This presentation begins with the basicThis presentation begins with the basic
concepts of group dynamics & howconcepts of group dynamics & how
reference groups both directly &reference groups both directly &
indirectly influence consumerindirectly influence consumer
behaviour.behaviour.
It also discusses in two parts.It also discusses in two parts.
1)1) Group involvements & influence.Group involvements & influence.
2)2) Family influencesFamily influences
7.
8. 1. What is a group?1. What is a group?
A Group may be defined as two orA Group may be defined as two or
more people who interact tomore people who interact to
accomplish either individual or mutualaccomplish either individual or mutual
goals.goals.
Group sometime considered asGroup sometime considered as aa
MembershipMembership & sometime as& sometime as aa
Symbolic Group.Symbolic Group.
9. 2. Understanding the power of2. Understanding the power of
reference groupsreference groups
A reference group is any person orA reference group is any person or
group that serves as a point ofgroup that serves as a point of
comparison for an individual in formingcomparison for an individual in forming
either general oreither general or specific valuesspecific values,,
attitudesattitudes oror aa specific guidespecific guide forfor
behaviour.behaviour.
11. 2.2. Factors (Influence Groups)2.2. Factors (Influence Groups)
Other Culture
Selected Subculture
Social Class
One’s Own Culture
Friends
Family
Individuals
12. 2.3 Factors influences consumer2.3 Factors influences consumer
behaviourbehaviour
Information & experienceInformation & experience
Credibility, attractiveness &Credibility, attractiveness &
power of the reference grouppower of the reference group
Conspicuousness of theConspicuousness of the
productproduct
Consumer conformityConsumer conformity
13. 3. Selected consumer related reference3. Selected consumer related reference
groupsgroups
Friendship groupsFriendship groups
Shopping groupsShopping groups
Work groupsWork groups
Virtual groups or communitiesVirtual groups or communities
Consumer-action groupsConsumer-action groups
14. 4. Reference group appeals4. Reference group appeals
Appeals by celebrities & other similarAppeals by celebrities & other similar
reference groups are used veryreference groups are used very
effectively by advertisers toeffectively by advertisers to
communicate with their markets.communicate with their markets.
15. 4.1. Major Types4.1. Major Types
CelebritiesCelebrities
The expertThe expert
TheThe common mancommon man
The executive & employeeThe executive & employee
spokespersonspokesperson
Trade or spokes-charactersTrade or spokes-characters
OthersOthers
16. 5. The concept of family5. The concept of family
In a dynamic sense the individualsIn a dynamic sense the individuals
who constitute a family might bewho constitute a family might be
describes as members of the mostdescribes as members of the most
basic social group who live togetherbasic social group who live together
& interact to satisfy their personal && interact to satisfy their personal &
mutual needs.mutual needs.
17. 5.1. Types of family5.1. Types of family
The married coupleThe married couple
The nuclear familyThe nuclear family
The extended familyThe extended family
18. 6. Socialization of family members6. Socialization of family members
The Socialization of family
members ranging from young
children to adults, is a central
family function.
19. 6.1. A simple model of the6.1. A simple model of the
socialization processsocialization process
Young
Person
Other Family Members Friends
Preadolescent Adolescent Teenager Older
Influence More Basic
Values/Behaviour
Influence More Expressive
Attitudes/Behaviour
20. 7. Functions of family7. Functions of family
Economic Well-beingEconomic Well-being
Emotional SupportEmotional Support
Suitable Family LifestyleSuitable Family Lifestyle
21. 8. Family decision &8. Family decision &
consumption related rolesconsumption related roles
For a family function is aFor a family function is a
cohesive unit.cohesive unit.
In a dynamic society familyIn a dynamic society family
related duties are constantlyrelated duties are constantly
changingchanging
22. 8.1. The Eight Roles in the
Family Decision Making Process
InfluencersInfluencers
GatekeepersGatekeepers
DecidersDeciders
BuyersBuyers
PreparersPreparers
UsersUsers
MaintainersMaintainers
DisposersDisposers
23. 9. The family life cycle9. The family life cycle
The traditional family life cycle is aThe traditional family life cycle is a
progressing of stages throughprogressing of stages through
which many families pass startingwhich many families pass starting
with bachelorhood, moving on towith bachelorhood, moving on to
marriage, then to family growth, tomarriage, then to family growth, to
family construction & ending withfamily construction & ending with
the dissolution of the basic unit.the dissolution of the basic unit.
25. Conclusion
The study of groups & theirThe study of groups & their
impact on the individual is ofimpact on the individual is of
grate importance to marketersgrate importance to marketers
concerned with influencingconcerned with influencing
consumer behaviour.consumer behaviour.
26. Reference
Chapter TenChapter Ten
Reference Groups & FamilyReference Groups & Family
InfluencesInfluences
Book: Consumer BehaviourBook: Consumer Behaviour
# Ninth Edition# Ninth Edition
By- Leon G. Schiffman & LeslieBy- Leon G. Schiffman & Leslie
Lazar KanukLazar Kanuk
Page: 330 to 372Page: 330 to 372