Download What Is a Group?

Reference Groups and Family
Influences
Consumer Problems and
Recognition
• Consumer problem: Discrepancy between ideal and actual
state--e.g., consumer:
– has insufficient hair
– is hungry
– has run out of ink in his or her inkjet cartridge
• Problems can be solved in several ways--e.g., stress
<----- vacation, movie, medication
reduction
Purchase Decision Process
Need Recognition
Perceiving a value
Information Search
Seeking a value
Cultural, Social,
Individual and
Psychological
Factors
affect
all steps
Evaluation of Alternatives
Assessing value
Purchase
Buying value
Post-purchase Behavior
Assess value in consumption
Need Recognition
Marketing helps
consumers
recognize an
imbalance between
present status and
Internal Stimuli
and
External Stimuli
preferred state
Preferred
State
Present
Status
Information Search: Seeking Value
 Internal SearchRecall information from memory
 External Search
information from outside environment
Non-marketing controlled
Marketing controlled
Approaches to Search for Problem
Solutions
INTERNAL
Memory
Thinking
EXTERNAL
Word of mouth, media,
store visits, trial
CATALOG
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
 Motivation – what stimulates behavior to satisfy a need
Maslow’s Hierarchy
of Needs
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Perception
Selective
Exposure
Consumer pays attention to certain stimuli and
ignores others
Selective
Comprehension
Consumer interprets info so that it is consistent
with his beliefs
Selective
Retention
Average consumer only remembers
30% of information heard
Sociocultural Influences on Consumer Behavior
Social Influences on
Buying Decisions
Reference
Groups
Opinion Leaders
Family Members
What Is a Group?
• Two or more people who interact to
accomplish either individual or mutual goals
• A membership group is one to which a person
either belongs or would qualify for
membership
• A symbolic group is one in which an individual
is not likely to receive membership despite
acting like a member
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
behavior.
Major Consumer Reference Groups
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Reference groups are people to whom an individual looks as a basis for self-appraisal
or as a source of personal standards.
Direct – Face
to face
Reference
Groups
Primary
Secondary
Indirect–
No Personal Contact
Aspirational
Dissociative
Broad Categories of
Reference Groups
• Normative Reference
Groups
• Comparative
Reference Groups
Indirect
Reference
Groups
Individuals or groups
with whom a person
identifies but does not
have direct face-to-face
contact, such as movie
stars, sports heroes,
political leaders, or TV
personalities.
Reference Group Influences on the
Consumption Process
Types of Reference Group Influence
Reference group influence can take three forms:
1. Informational Influence
2. Normative Influence (utilitarian influence)
3. Identification Influence ( value expressive)
Groups degree of dependence
depends on following factors:
• Product/trademark’s degree of visibility by the
group members
• Product’s degree of necessity
• Person’s degree of involvement
• Certainty of buyers during the buying process
• Conspicuousness of products
• conformity
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 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 group
Selected Consumer-Related
Reference Groups
•
•
•
•
•
•
Friendship groups
Shopping groups
Work groups
Implicit Groups or Brand Communities
Virtual groups or communities
Consumer-action groups
Selected Consumer-Related
Reference Groups
The Internet has
created many
friendship and
shopping groups.
Brand Communities
Reference Group Appeals
•
•
•
•
•
•
Celebrities
The expert
The “common man”
The executive and employee spokesperson
Trade or spokes-characters
Other reference group appeals
Households
Family Households:
Married couple,
Nuclear family,
Extended family
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders
The Family Life Cycle
• Traditional Family Life Cycle
– Stage I: Bachelorhood
– Stage II: Honeymooners
– Stage III: Parenthood
– Stage IV: Postparenthood
– Stage V: Dissolution
• Modifications - the Nontraditional FLC
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
 Family Life Cycle