Marketing 547

Personal & Family Influence on Consumer Behavior

Reference Groups Definition -- A group or person that serves as

a point of comparison for an individual which serves as a guide in formulating values

Types of Reference Groups Normative & Comparative Aspirational & Contractual Disclaimant & Avoidance

Reference Groups Reference Group Influence on Consumption

Conformity Norms Influence

Informational Normative Identification

Reference Groups Reference Group Influence on Consumption

Determinants of Reference Group Influence Usage Visibility Group Commitment Relevance of Behavior to the Group Consumer Confidence

The Family & CB Definition of Family

Two or more persons related to each other by blood, marriage or adoption, who reside together

Family versus Household Mom, Dad & Kids Roommates

The Nuclear Family (and reality) Divorces (second marriage divorce rates are higher than

first) “Single by Choice” Extended Families

The Family & CB Family Decision Making

InfoGatherers

Influencers

Decision Makers

Purchasers

Consumers

The Family & CB

Information Gatherers Those with a problem – notify family of needs/wants

Influencers Those with specific needs – different than family may have

as a unit Decision Makers

Person with the authority to choose an alternative Purchasers

Person who actually buys the product (at the store) User

Person who actually uses the product

The Family & CB

Implications of Family Decision Making Many differing individuals are involved Individuals may play differing roles – know who

they are for your product Implications for Promotion

Different elements targeted at different roles Multi-pronged effort is likely required

The Family & CB Joint Decision Making Strategies

Autonomic Syncratic

The Family Life-Cycle (FLC) Definition -- classification scheme based on the

assumption that families pass through an orderly progression of stages, each having unique characteristics financial situations and purchasing patterns

The Family Life-Cycle (FLC) FLC Stages

Young Singles Young Marrieds Full Nest I Single Parent I Middle-Aged Singles Empty Nest I Full Nest II Single Parent II Empty Nest II Survivors

To Which FLC Segment is this Ad Targeted?