1. Copyright 2007 by Prentice Hall
Chapter 10: The Family and Its Social Class Standing
MKT 344 Faculty: NNA
Copyright 2007 by Prentice Hall

2. Chapter Outline What Is a Group? Categories of Reference Groups
Selected Consumer-Related Reference Groups
Reference Group Appeals
The Changing U.S. Family
Consumer Socialization
Family Decision Making
The Family Life Cycle

3. Reference Groups Influence
Normative influence:
learning and adopting a group’s norms, values, and behaviors.
Reference groups influencing broadly defined value. i.e. Family
Symbolic group:
a group to which an individual is unlikely to belong, but whose values and behaviors that person adopts

4. Reference Groups Influence
Comparative influence:
arises when people compare themselves with others whom they respect and admire.
Reference group serving as benchmarks for specific or narrowly defined attitude or behavior. i.e. upper level executive

5. Types of Reference Groups
Membership group:
the group to which a person belongs to, or realistically can join.
A group where a person belongs to or would qualify for membership. i.e. NSUSS
Friendship groups: a group of people, usually of similar age, background, and social status, with whom a person associates and who are likely to influence the person's beliefs and behavior.

6. Broad Categories of Reference Groups
Groups include people who more realistically represent the individuals’ current equals or near-equals
Associative Reference Groups
group includes people that the individual would not like to belong to
Dissociative Reference Group

7. Selected Consumer-Related Reference Groups
Shopping groups
Work groups: a group within a workforce that normally works together.
Virtual groups or communities: individuals who work across time, space and organizational boundaries with links strengthened by webs of communication technology.
Brand Communities

8. Reference Group Appeals
Celebrities
The expert
The “common man”
The executive and employee spokesperson
Trade or spokes-characters

9. Nonfamily Households:
Married couple,
Nuclear family,
Extended family
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates

10. The Changing U.S. Family Increase in childless women
More working mothers
Changes in household spending patterns

11. Evidence of the Dynamic Nature of U.S. Households - Figure 10-7

12. Consumer Socialization
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.

13. A Simple Model of the Socialization Process - Figure 10.11

14. Table 10.7 Eight Roles in the Family Decision-Making Process
DESCRIPTION
Influencers
Family member(s) who provide information to other members about a product or service
Gatekeepers
Family member(s) who control the flow of information about a product or service into the family
Deciders
Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service
Buyers
Family member(s) who make the actual purchase of a particular product or service
Users
Family member(s) who use or consume a particular product or service
Maintainers
Family member(s) who service or repair the product so that it will provide continued satisfaction.
Disposers
Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service

15. The Family Life Cycle Traditional Family Life Cycle
Stage I: Bachelorhood
Stage II: Honeymooners
Stage III: Parenthood
Stage IV: Postparenthood
Stage V: Dissolution

16. The Family Life Cycle Modifications - the Nontraditional FLC
Child less couple
Couples who marry later in life
Couples who have first child later in life
Single parents
Extended family (kids return to parents to avoid expenses or after divorce)
Unmarried couples

17. Chapter 13
Cross-Cultural Consumer Behavior: An International Perspective
MKT 344
Lecturer: NNA

18. Country of Origin Effects: Negative and Positive
Many consumers may take into consideration the country of origin of a product.
Some consumers have animosity toward a country
People’s Republic of China has some animosity to Japan
Jewish consumers avoid German products
New Zealand and Australian consumers boycott French products

19. Cross-Cultural
Consumer Analysis
The effort to determine to what extent the consumers of two or more nations are similar or different.

20. Cross-Cultural Consumer Analysis
Issues
Similarities and differences among people
The greater the similarity between nations, the more feasible to use relatively similar marketing strategies
Marketers often speak to the same “types” of consumers globally

21. Cross-Cultural Consumer Analysis
Issues
The growing global middle class
Growing in Asia, South America, and Eastern Europe
Marketers should focus on these markets

22. Cross-Cultural Consumer Analysis
Issues
The global teenage market
There has been growth in an affluent global teenage and young adult market
They appear to have similar interests, desires, and consumption behavior no matter where they live.

23. Cross-Cultural Consumer Analysis
Issues
Acculturation
Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries