Consumer Behaviour

Bangor Transfer Abroad Programme

Group Influences

Lifestyles

Self

Between ideal state

And

Real state

Consumer Behaviour

Bangor Transfer Abroad Programme

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

Consumer Behaviour

Bangor Transfer Abroad Programme

Types of Group

Reference GroupsAscribed GroupsAspirational GroupsDissociative groupPrimary GroupFormal GroupInformal Group

Consumer Behaviour

Bangor Transfer Abroad Programme

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

Consumer Behaviour

Bangor Transfer Abroad Programme

Dissociative Groups

Those sets of people with whom a consumer does not want to be associated with. For example CHAVS

Consumer Behaviour

Bangor Transfer Abroad Programme

Reference Groups

Groups of people that a consumer uses as a point of reference to evaluate the correctness of his / her actions, beliefs and attitudes

Consumer Behaviour

Bangor Transfer Abroad Programme

Lifestyle

How people live their lives in terms of

ActivitiesInterestsLikes/dislikesAttitudesConsumptionExpectationsFeelings

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 – aspirationalSocial Self – how others see you.

Extended Self Concept

Self plus possessions

Leads into Lifestyle

Potential Family Life Cycle Stages

YOUNGSINGLE

BLENDED

SINGLE PARENT

FULL NEST I/II/III

EMPTY NESTI/II

OLDERSINGLE

YOUNGCOUPLE

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

Family purchases

and consumption

behavior

Marketing strategy

Structure of family

unit

Stage of the family life cycle

Family decision process

Family Structure

• Nuclear family

• Extended family

• Single family

A Modern Family Life Cycle

Traditional family flow

Recycle flow

Usual flow

Middle-aged divorcedwithout children

Middle-aged marriedwithout children

Young divorcedwithout children

Youngsingle

Youngmarriedwithoutchildren

Youngmarried

withchildren

Middle-aged

marriedwith

children

Middle-agedmarriedwithout

dependentchildren

Oldermarried

Olderunmarried

Young divorcedwith children

Middle-aged divorcedwith children

Middle-aged divorcedwithout

dependent children

Stages of the Family Life CycleStages of the Family Life Cycle

Stage Marital Status Children at HomeSingle Married None < 6 years > 6 years

Younger(<35)Single IYoung marriedFull nest ISingle parent I

Middle-aged (35-64)Single IIDelayed full nest IFull nest IISingle parent IIEmpty nest I

Older (>64)Empty nest IISingle III

Roles in Family Decision Making

Decision MakingRolesInfluencers

Gatekeepers

Deciders

Buyers

Users

Disposers

Description of Roles

Family Decision-Making Process for Children’s Products

Family Decision-Making Process for Children’s Products

Influencers(children)(parents)

Communicationstargeted at children(taste, image)

Communicationstargeted at parents(nutrition)

Purchasers(parents)(children)

User(children)

Informationgatherers(parents)(children)

Initiators(parents,(children)

Decisionmakers

(parents,children)

Consumer Socialization

Antecedents Socialization Process Outcomes

Social Structural Variables

Age or Life Cycle Position

Learning Properties

Agent-Learner Relationships• Modeling• Reinforcement• Social Interaction

Socialization Agents• Parents• Peers• Schools• Mass media

(Moschis and Churchill 1978)

Other Functions of the Family

Dynamics of Husband-Wife Decision Making

• Husband-Dominated• Wife-Dominated• Joint

• Autonomic

Family Life Cycle/Social Stratification MatrixFamily Life Cycle/Social Stratification Matrix

Stage of House-hold Life Cycle Social Class

Single IYoung marriedFull nest ISingle parent ISingle IIDelayed full nest IFull nest IISingle parent IIEmpty nest ISingle IIIEmpty nest II

Lower- Upper- Lower- Upper-Lower Lower Working Middle Upper Upper