1. 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. What Is a Group?
Two or more people who interact to accomplish either individual or mutual goals

4. Reference Group
A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.

5. Broad Categories of Reference Groups
Normative Reference Groups
Reference groups influencing broadly defined value. i.e. Family

6. Broad Categories of Reference Groups
Comparative Reference Groups
Reference group serving as benchmarks for specific or narrowly defined attitude or behavior. i.e. upper level executive
Membership group:
A group where a person belongs to or would qualify for membership. i.e. NSUSS

7. Broad Categories of Reference Groups
aspirational reference groups comprise idealized figures such as successful business people, athletes or performers

8. Teens are very influenced by indirect reference groups.

9. 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

10. Selected Consumer-Related Reference Groups
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.

11. Selected Consumer-Related Reference Groups
Shopping groups
Work groups: a group within a workforce that normally works together.

12. Selected Consumer-Related Reference Groups
Virtual groups or communities: individuals who work across time, space and organizational boundaries with links strengthened by webs of communication technology.

13. Selected Consumer-Related Reference Groups
The Internet has created many friendship and shopping groups.

14. Brand Communities
Saturn car owners who meet for reunions and barbecues
Harley-Davidson Owner Groups

15. Brand Communities
Since Honda cannot compete on brand community, they choose to emphasize the family.

16. Reference Group Appeals
Celebrities
The expert
The “common man”

17. Celebrities

18. The common “wo”men Appeal

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

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

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

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

23. Discussion Question How do marketers influence consumer socialization?
Does this seem unethical? At what point would it be unethical?

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

25. 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

26. Dynamics of Husband-Wife Decision Making
Husband-Dominated
Wife-Dominated
Joint
Autonomic

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

28. The Family Life Cycle

29. The Family Life Cycle

30. 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