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

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

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

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

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

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

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

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

9. Reference Groups influence:
Information
Expectations
Identification