Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 10: The Family and Its Social Class StandingMKT 344 Faculty: NNA

NNAChapter Outline• What Is a Group?• Categories of Reference Groups• Selected Consumer-Related Reference Groups• Reference Group Appeals• The Changing U.S. Family• Consumer Socialization• Family Decision Making• The Family Life Cycle

NNAReference Groups Influence

•Normative influence: • learning and adopting a group’s norms,

values, and behaviors.• Reference groups influencing broadly

defined value. i.e. Family

• Symbolic group: • a group to which an individual is unlikely to belong,

but whose values and behaviors that person adopts

NNAReference Groups Influence

•Comparative influence: • arises when people compare

themselves with others whom they respect and admire.• Reference group serving as benchmarks

for specific or narrowly defined attitude or behavior. i.e. upper level executive

NNATypes of Reference Groups

•Membership group: • the group to which a person belongs to, or realistically

can join.• A group where a person belongs to or would qualify for

membership. i.e. NSUSS• Friendship groups: a group of people, usually of similar

age, background, and social status, with whom a person associates and who are likely to influence the person's beliefs and behavior.

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NNABroad Categories of Reference Groups

• Groups include people who more realistically represent the individuals’ current equals or near-equals

Associative Reference Groups

• group includes people that the individual would not like to belong to

Dissociative Reference Group

NNASelected Consumer-Related Reference Groups

• Shopping groups•Work groups: a group within a workforce that

normally works together.• Virtual groups or communities: individuals

who work across time, space and organizational boundaries with links strengthened by webs of communication technology.• Brand Communities

NNAReference Group Appeals• Celebrities• The expert• The “common man”• The executive and employee spokesperson• Trade or spokes-characters

NNAHouseholds

Households

Family Households: Married couple, Nuclear family, Extended family

Nonfamily Households: Unmarried couples, Friends/ Roommates

NNAThe Changing U.S. Family• Increase in childless women• More working mothers• Changes in household spending patterns

NNAEvidence of the Dynamic Nature of U.S. Households - Figure 10-7

NNAConsumer Socialization

The process by which children acquire the

skills, knowledge, and attitudes necessary to

function as consumers.

NNAA Simple Model of the Socialization Process - Figure 10.11

NNA

Table 10.7 Eight Roles in the Family Decision-Making Process

ROLE DESCRIPTION

Influencers Family member(s) who provide information to other members about a product or service

Gatekeepers Family member(s) who control the flow of information about a product or service into the family

Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service

Buyers Family member(s) who make the actual purchase of a particular product or service

Users Family member(s) who use or consume a particular product or service

Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction.

Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service

NNAThe Family Life Cycle• Traditional Family Life Cycle• Stage I: Bachelorhood• Stage II: Honeymooners• Stage III: Parenthood• Stage IV: Postparenthood• Stage V: Dissolution

NNAThe Family Life Cycle• Modifications - the Nontraditional FLC• Child less couple• Couples who marry later in life• Couples who have first child later in life• Single parents • Extended family (kids return to parents to avoid expenses or after divorce)• Unmarried couples

Consumer Behavior,Ninth Edition

Schiffman & KanukChapter 13Cross-Cultural Consumer Behavior: An International PerspectiveMKT 344 Lecturer: NNA

NNACountry of Origin Effects: Negative and Positive• Many consumers may take into consideration the country of origin of

a product.• Some consumers have animosity toward a country• People’s Republic of China has some animosity to Japan• Jewish consumers avoid German products• New Zealand and Australian consumers boycott French products

NNACross-CulturalConsumer Analysis

The effort to determine to what

extent the consumers of two

or more nations are similar or different.

NNACross-Cultural Consumer Analysis

• Similarities and differences among people

• The greater the similarity between nations, the more feasible to use relatively similar marketing strategies

• Marketers often speak to the same “types” of consumers globally

Issues

NNACross-Cultural Consumer Analysis

• The growing global middle class

• Growing in Asia, South America, and Eastern Europe

• Marketers should focus on these markets

Issues

NNACross-Cultural Consumer Analysis

• The global teenage market

• There has been growth in an affluent global teenage and young adult market

• They appear to have similar interests, desires, and consumption behavior no matter where they live.

Issues

NNACross-Cultural Consumer Analysis

• Acculturation • Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries

Issues