Consumer Behaviour Group Influences Lifestyles Bangor Transfer Abroad
Consumer Behaviour Group Influences Lifestyles Bangor Transfer Abroad Programme
Self Between ideal state And Real state
Consumer Behaviour What is a group? A group is two or more people who interact to acheive either individual or mutual goals A group is a set of individuals who interact with one another over some period of time and who share a common goal Bangor Transfer Abroad Programme
Consumer Behaviour Types of Group Reference Groups Ascribed Groups Aspirational Groups Dissociative group Primary Group Formal Group Informal Group Bangor Transfer Abroad Programme
Consumer Behaviour Formal Groups A group whose organisation and structure are defined in writing – constitution, rules. Informal Groups People who interact together often on a social basis to pursue a fun objective or short term task Bangor Transfer Abroad Programme
Consumer Behaviour Dissociative Groups Those sets of people with whom a consumer does not want to be associated with. For example CHAVS Bangor Transfer Abroad Programme
Consumer Behaviour Reference Groups of people that a consumer uses as a point of reference to evaluate the correctness of his / her actions, beliefs and attitudes Bangor Transfer Abroad Programme
Consumer Behaviour Lifestyle How people live their lives in terms of Activities Interests Likes/dislikes Attitudes Consumption Expectations Feelings Bangor Transfer Abroad Programme
Sociocultural Influences • Personal Influence – Opinion leadership – Word of mouth and rumors – Reference groups • Associative: “We’re the Pepsi generation…” • Dissociative: “It’s not your father’s car. ” • Aspirational • Culture • Subculture
Self Concept Self concept is the totality of a person’s thoughts and feelings having reference to himself or herself as an object = Who do you think you are? How you want to be perceived? Ideal Self – aspirational Social Self – how others see you.
Extended Self Concept Self plus possessions Leads into Lifestyle
Potential Family Life Cycle Stages YOUNG SINGLE YOUNG COUPLE EMPTY NEST I/II FULL NEST I/II/III SINGLE PARENT OLDER SINGLE BLENDED
Economic/Marketing Implications of Household Cycles • Income tends to increase with time • But children/ obligations add cost • Divorce – increases costs – may change income distribution marriage • Product demand due to – singles with low expenses – new couples – divorced families – children – empty nesters --> more income
Household Decision Making • Roles/influence – Information gatherers/holders – Influencers – Decision makers – Purchasers – Users
Structure of family unit Family purchases and consumption behavior Stage of the family life cycle Family decision process Marketing strategy
Family Structure • Nuclear family • Extended family • Single family
A Modern Family Life Cycle Middle-aged divorced without children Young single Young married without children Middle-aged married without children Young married with children Young divorced with children Middleaged married with children Middle-aged married without dependent children Middle-aged divorced with children Usual flow Recycle flow Traditional family flow Older married Older unmarried Middle-aged divorced without dependent children
Stages of the Family Life Cycle Stage Younger(<35) Single I Young married Full nest I Single parent I Middle-aged (35 -64) Single II Delayed full nest I Full nest II Single parent II Empty nest I Older (>64) Empty nest II Single III Marital Status Single Married Children at Home None < 6 years > 6 years
Roles in Family Decision Making Roles Influencers Gatekeepers Deciders Buyers Users Disposers Description of Roles
Family Decision-Making Process for Children’s Products Influencers (children) (parents) Communications targeted at children (taste, image) Communications targeted at parents (nutrition) Initiators (parents, (children) Information gatherers (parents) (children) Decision makers (parents, children) Purchasers (parents) (children) User (children)
Consumer Socialization Antecedents Socialization Process Outcomes Social Structural Variables Agent-Learner Relationships • Modeling • Reinforcement • Social Interaction Socialization Agents • Parents • Peers • Schools • Mass media Age or Life Cycle Position (Moschis and Churchill 1978) Learning Properties
Other Functions of the Family
Dynamics of Husband-Wife Decision Making • Husband-Dominated • Wife-Dominated • Joint • Autonomic
Family Life Cycle/Social Stratification Matrix Stage of Household Life Cycle Lower Single I Young married Full nest I Single parent I Single II Delayed full nest I Full nest II Single parent II Empty nest I Single III Empty nest II Social Class Upper. Lower Working Lower. Middle Upper Up
- Slides: 24