Group Influences on Consumers (Ref. Chapter 6 and 7)

Group Influences include: Primary Groups – family, friends Secondary Groups – work groups, neighbours

Family The Household is the basic consumption unit for most consumer purchases More than one consumer involved in decision - making

Family Purchases Family members can play different roles in decisions: Initiator Information gatherer Influencer Decision – maker Purchaser

The Family Life Cycle Households go through distinct stages – based on composition of members of household Consumption patterns change at different stages

e.g. Young, single Young, married Middle aged - children Older, empty nest

Reference Groups A group whose perspectives or values are being used by an individual as the basis for their current behaviour

e.g. Types of groups Consumption subculture- activity groups Brand Communities – Apple users Virtual Communities – Internet

Reference Groups influence: Information Expectations Identification