Professional Documents
Culture Documents
Module IV
Group Dynamics and Reference Groups, Family
Decision Making, Social Class, Culture,
Subculture
Session = 4
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
Selected Consumer-Related
Reference Groups
Friendship groups
Shopping groups
Work groups
Virtual groups or
communities
Consumer-action groups
Brand Communities
Suzuki Swift owners club
www.swiftowners.co.uk
Sunsilk Gang of Girls
Harley Davidson Owner Groups
Kwality walls Cornetto hojaanede.com
Profits of conformity
More likely to occur when the
rewards of compliance exceeds its
costs
Conspicuousness
Conformity pressures are not sufficient to
induce behavior unless the product or service
is publicly conspicuous in its purchase and
use
Because other will see the product, many
consumers will conform rather than risk
embarrassment or ridicule
Peers send clear signals about product
alternatives
Appealing to NormativeAmity
Influence
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in Marketing Strategy
Normative compliance may be less important in
industrialized nations as many consumers are
putting personal needs ahead of group loyalty
Extended families have less face-to-face
contact and people are more socially isolated
than in the past
Television and mass media expand peoples
horizons beyond social circles
Dyadic Exchanges
Word-of-mouth Communication
Service Encounters
Opinion Leadership
Opinion Leadership
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Opinion leadership: the sender of
information is often considered an
opinion leadera person who
influences the decisions of others
Opinion leaders might be experts in
one area but not in others
The greater the perceived knowledge
of a category, the more likely that
persons opinions are to influence
others decisions
Opinion Leadership
Service Encounters
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Service encounters: occurs when
there is personal communication
between a consumer and a marketer
May be a consumption experience
within a storethe various transactions and services that occur
during a retail purchase
Service Encounters
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Service providers must understand
the needs of different customers and
match the appropriate sales
associate or sales approach to each
individual customer
Service Encounters
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Customer intimacy: detailed understanding
and focus on customers needs lifestyles
and behaviors in an effort to create a deep
cultural connections with the customers
Reverse customer intimacy: how well
marketers facilitate customers knowing the
marketer
IMPACT OF FAMILY ON
CONSUMER BEHAVIOR
Same-sex couples
Families Celebrations
and
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Gift Giving
Gift giving and family holidays are increasing
in importance
Traditional holiday spending and promotions
have shifted to other holidays throughout the
year
Physical movement of large gifts have become
difficult leading to increase sales of gift
certificates, gift cards, and Internet gift
purchases
Role Behavior
Buyer: person who acts as the purchasing
agent by visiting the store, calling suppliers,
writing checks, bringing products into the
home and so on
User: person or persons who use the product
Role Behavior
Family marketing focuses on the
relationships between family members
based on the roles they assume,
including the relationship between
purchaser and family consumer and
between purchaser and purchase
decision maker
Role Behavior
Family marketing differentiates
scenarios in which some purchases may
have more than one decision maker
from those that have more than one
consumer
Life Stage
Young Singles
Newly Married Couples
Full Nest I, II, III
Married, No Kids
Older Singles
Empty Nest I, II
Solitary Survivor
Retired Solitary Survivor
Activities and
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Behaviors
Changing MasculineAmity
Roles
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Roles of men in families are
changing substantially as well