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 Groups Ascribed Groups Aspirational Groups Dissociative group Primary Group Formal Group Informal 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 Activities Interests Likes/dislikes Attitudes Consumption Expectations Feelings

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 – aspirational Social Self – how others see you.

Extended Self Concept Self plus possessions Leads into Lifestyle

Potential Family Life Cycle Stages YOUNG SINGLE BLENDED SINGLE PARENT FULL NEST I/II/III EMPTY NEST I/II OLDER SINGLE YOUNG COUPLE

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 divorced without children Middle-aged married without children Young divorced without children Young single Young married without children Young married with children Middle- aged married with children Middle-aged married without dependent children Older married Older unmarried Young divorced with children Middle-aged divorced with children Middle-aged divorced without dependent children

Stages of the Family Life Cycle Stage Marital Status Children at Home Single Married None 6 years Younger(<35) Single I Young married Full nest I Single parent I Middle-aged (35-64) Single II Delayed full nest I Full nest II Single parent II Empty nest I Older (>64) Empty nest II Single III

Roles in Family Decision Making Decision Making Roles Influencers Gatekeepers Deciders Buyers Users Disposers Description of Roles

Family Decision-Making Process for Children’s Products Influencers (children) (parents) Communications targeted at children (taste, image) Communications targeted at parents (nutrition) Purchasers (parents) (children) User (children) Information gatherers (parents) (children) Initiators (parents, (children) Decision makers (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 Matrix Stage of House- hold Life Cycle Social Class Single I Young married Full nest I Single parent I Single II Delayed full nest I Full nest II Single parent II Empty nest I Single III Empty nest II Lower-Upper-Lower-Upper- LowerLower Working MiddleUpperUpper