Copyright © 2006 Pearson Education Canada Inc. - PowerPoint Presentation

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Copyright © 2006 Pearson Education Canada Inc. - PPT Presentation

Chapter 12 Reference Groups and Family Consumer Behaviour Canadian Edition SchiffmanKanukDas Copyright 2006 Pearson Education Canada Inc 1 2 2 What is a Group Two or more people who interact to accomplish either individual or mutual goals ID: 750117

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Slide1

Chapter 12Reference Groups and Family

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/DasSlide2

12-2

What is a Group?

Two or more people who interact to accomplish either individual or mutual goalsSlide3

12-3

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 behaviour.Slide4

12-4

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 informalSlide5

12-5

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 behavioursSlide6

12-6

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 groupSlide7

12-7

Selected Consumer-Related

Reference Groups

Friendship groups

Shopping groups

Work groups

Virtual groups or communities

Brand communities

Consumer-action groups

celebritiesSlide8

12-8Slide9

12-9

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 influenceSlide10

12-10

Households

Family Households:

Married couple,

Nuclear family,

Extended family

Non-Family Households:

Unmarried couples,

Friends/ Roommates,

BoardersSlide11

12-11

The Typical Household?

Canada: Nuclear family

Thailand: Extended family

USA: Not married, no childrenSlide12

12-12

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 FLCSlide13

12-13Slide14

12-14

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/CommentarySlide15

12-15

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 householdsSlide16

12-16

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)