cb - unit 3 - group & family

8/13/2019 Cb - Unit 3 - Group & Family

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Copyright 2006Pearson Education Canada Inc.

Reference Groups and Family

Consumer Behaviour

Canadian EditionSchiffman/Kanuk/Das


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Copyright 2006 Pearson Education Canada Inc.

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What is a Group?

Two or more people who interact to

accomplish either individual or mutual

goals


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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 specificvalues, attitudes, or behaviour.


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Types of Reference Groups

Classified by:Membership

Symbolic

Extent of interaction Direct versus indirect

Nature of attraction

Aspirational versus dissociativeDegree of formality

Formal versus informal


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Types of Reference Group

Influence Informational Influence

When a member of reference group providesinformation used to make purchase decisions

Normative Influence

When we conform to group norms in order tobelong to that group

Identification Influence When we identify with, and internalize, a groups

values and behaviours
http://www.canadiantire.ca/


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Factors Encouraging Conformity:

A Reference Group Must ...

Inform or make the individual aware of aspecific product or brand

Provide the individual with the opportunity to

compare his or her own thinking with theattitudes and behaviour of the group

Influence the individual to adopt attitudes andbehaviour that are consistent with the norms of

the group Legitimize the decision to use the same

products as the group


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Selected Consumer-Related

Reference Groups

Friendship groups

Shopping groups

Work groups Virtual groups or communities

Brand communities

Consumer-action groups celebrities
http://www.harleydavidson.com/http://www.madd.ca/http://www.harleydavidson.com/http://www.ivillage.com/http://www.typperware.ca/


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Reference Groups and Marketing

Strategy Recognize the extent of reference group

influence in a situation

Identify the most effective type of referencegroup influence

Identify possible reference group members

to use in promotions Attempt to increase reference group

influence


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Households

Households

Family Households:

Married couple,

Nuclear family,

Extended family

Non-Family Households:

Unmarried couples,Friends/ Roommates,

Boarders


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The Family Life Cycle

Traditional Family Life Cycle

Stage I: Bachelorhood

Stage II: HoneymoonersStage III: Parenthood

Stage IV: Post-parenthood

Stage V: Dissolution

Modifications - the Nontraditional FLC
http://www.childfree.net/


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Dynamics of Husband-Wife

Decision Making

Husband-Dominated

Wife-Dominated

Joint

Equal

Syncratic

Autonomic

SolitaryUnilateral


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Consumer Socialization

The process by which children acquire the

skills, knowledge, and attitudes necessary to

function as consumers.


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Other Functions of the Family

Economic well-being

Emotional support

Suitable family lifestyles


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Family and Marketing Strategy

Use the FLC for segmentation and positioning

Recognize the diverse consumption roles withinthe family

Understand and use the dynamics of husband-wifedecision making

Understand and use the consumer socializationrole played by the family

Recognize the changing nature of Canadianfamilies.

cb - unit 3 - group & family

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