REFERENCE GROUP

AND FAMILY
2206046374 - Hanawidya Ramadhani Permana
 Reference Group

A reference group involves one or more people whom someone uses

as a basis reference in forming affective and cognitive responses and
performing behaviors.

It consists of Tangible (people) and Intangible (sports heroes)

Types of
Reference
Groups
Analyzing Cultural group who share their certain common
Reference cultural meanings
In terms of Marketers, they determine the
Groups shared meanings, then select the certain
reference group to associate or promote
products
These reference group have associative
reference (positive cultural meanings) while
the dissociative reference (unfavorable
meaning)
 TYPES OF REFERENCE GROUPS

VALUE - EXPRESSIVE
REFERENCE GROUP
INFORMATIONAL UTILITIARIAN
REFERENCE GROUP REFERENCE GROUP

Transmits useful information to

Controls important Rewards and
consumers about themselves, other
Punishments
people, or aspects of the physical
environment about product or Affects people self concept (they
services. are seek desirable cultural
meanings to use in constructing,
enhancing, or maintaining their
self-concepts.)
REFERENCE GROUP INFLUENCE ON
PRODUCTS AND BRANDS
THERE ARE TWO DIMENSIONS

FIRST DIMENSION SECOND DIMENSION

Necessity (owned by everyone) and Public (little or no difficulty owned)

Luxury (owned by particular group) and Private (used in private)
Reference Peer Group Influence in doing the sell in home to

Groups and group sales (Tupperware Parties)

Marketing
https://web.facebook.com/BBCCymruWales/videos/tupperw
are-party-tudurs-tv-flashback/311298467405245/?_rdc=1&_rdr

Strategy Stimulate reference group influence and create

reference group by describing how the previous
Determining the Marketing Approaches customer similar to previous purchase

Soliciting experts to aid in direct sale of products

 FAMILY
THE DIFFERENCES OF FAMILY AND HOUSEHOLD

HOUSEHOLD
Housing units has people living
(different living arrangements)

Householder (person who rents or

owns the household)

Nonfamily Household : unrelated people

living together

Family : The householder and someone

related to householder
 Family
Decision Influencers (Provide Information)
Making Gatekeepers (Control the Flow Information)
Deciders (Power in Deciding)
Buyers (Purchase Products)
How family members interact and Users (Consume or Use Products)
influence one another when purchase
choice for the household DIsposers (Dispose Products)
Wheel of Consumer Analysis perspective, each family member and their
roles are part of social environment for other members
Influences on
Family Decision
Making
Differences in product class and
relationship to Family decision making
The structure of Husband or Wife roles
Determinants of joint decision making
The Influence on the Decision Making
Husband or Wife involvement varies widely by product
class
Husband or Wife involvement within any product class
varies by the specific decision and stages
Husband or Wife involvement for any consumer decision is
likely to vary considerably among family
Children and
Family Decision Have major influences in families budget
allocation decisions and purchase choices

Making
Creates demand for variety of products on the
birth of child
 Family members may disagree about the

Conflict in desired end goals of a purchase

Differences in end goals often create major

Family Decision conflict

Family members may agree on the desired

Making
Decision conflict is when family
members disagree about aspect in the
purchase decision
end goal but disagree about the best
means to achieve it
When either the ends or the means are in
conflict, family members are likely to
disagree about the choice criteria for
evaluating the choice alternatives
Many purchases in a household are made
by individuals to meet their own personal
needs or those of other family members
Consumer Socialization
How children gained the knowledge about the products or
services from their parents while the adolescent are from
their peers,
Both younger children and adolescent lear from the social
institution (media)
Socialization occurs intentional instruction or indirectly
(observation)
The flow of socializations not only on parents influencing
the young children but also children socialize to the parents
(new products)
FACTORS INFLUENCING AMERICAN FAMILIES

FEMALE MARRIAGE AND CHILDBIRTH -

EMPLOYMENT DIVORCE CHILDREARING PROCESS

American society in the past have
the typical role in women as the
homemaker while now, half of all
women are in the labor force
Young people have been delaying
marriage and increasing the
number of Ameriicans may never
marry. Most Americans spending
less of their lives in marriage.
The number of births increased to
near record level (4.23 million births
in 2007). Some of families are large
with 3 to more children (Important
market for certain family oriented
products)
 DEMOGRAPHIC CHANGES IN
HOUSEHOLD COMPOSITION
THERE ARE TWO TYPES OF FAMILY

TRADITIONAL FAMILY NONTRADITIONAL FAMILY

Married couple with children under 18 Household with children headed by

(sometimes means working husband a woman with no husband present
and homemaker wife)
 Family Life
Cycle
In the past, most Americans have the
same stages of life (marriage, birth of
children, aging, departure of children,
retirement, and death)
Now, American society are delayed
marriages, childless marriages, working
women, and increase of divoce rate
Modern family life cycle goes to the
traditional family life cycle with the
other types of family
 Marketing
Analysis
Modern family life cycle does not
include non-family households
Family life cycle does not capture every
possible change in family status
Marketers use the family life cycle to
segment, analyze, identify target and
develop marketing strategies
Some stages in family life cycle are
more important markets than other
Marketing Implication
The family life cycle can help marketers understand how
important cultural trend affect family structures and
consumption behavior
For example, 43 million of “time - starved” consumers make
the family life more hectics and have two wage earners or
headed by single parents
Many Americans think most shopping is drudgery (stress)
Few marketers have done the way to reduce shopping time
and stress but marketers have opportunities in solving the
time-stressed shopper problem
Marketing
Implication
Provide Information
Assist in planning (High - quality sales
assistance or finding the alternatives)
Several ways of Develop Out-of-Store selling (selling in the
Marketing Strategies
by Marketers in
home or workplace)
reducing shopping Automate processes
time and stress Improve delivery
THANK YOU