Professional Documents
Culture Documents
L7 Household Life Cycle
L7 Household Life Cycle
10 - 1
LEARNING OUTCOME
Students will be able to analyze how the dynamics of husband wife decision making as well as the influence of children in family consumption decision-making Students will be able to analyze how traditional and non traditional family life cycles impact consumer behavior
10 - 2
EXPECTED LEARNING
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
Copyright 2007 by Prentice Hall
10 - 3
What Is a Group?
Two or more people who interact to accomplish either individual or mutual goals A membership group is one to which a person either belongs or would qualify for membership A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
Copyright 2007 by Prentice Hall 10 - 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.
10 - 5
10 - 6
Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.
10 - 7
10 - 8
Discussion Question
You are marketing a new fragrance for young men (ages 17-22). Who would make a good spokesperson? Why?
10 - 9
10 - 10
Personal Characteristics Tendency to Conform Need for Affiliation Need to be Liked Desire for Control Fear of Negative Evaluation
10 - 11
Discussion Question
Who are your reference groups? How do they influence different types of purchases? When do certain groups have the most influence?
10 - 13
10 - 15
Brand Communities
Saturn car owners who meet for reunions and barbecues Saab owners Harley-Davidson Owner Groups
10 - 17
Brand Communities
Since Honda cannot compete on brand community, they choose to emphasize the family.
Brand Communities
weblink
10 - 19
10 - 20
10 - 22
Households
Family Households: Married couple, Nuclear family, Extended family Households Nonfamily Households: Unmarried couples, Friends/ Roommates, Boarders
10 - 23
10 - 24
10 - 25
Consumer Socialization
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
10 - 26
Discussion Question
How do marketers influence consumer socialization? Does this seem unethical? At what point would it be unethical?
10 - 27
10 - 28
10 - 29
Gatekeepers
Deciders
Buyers
Preparers
Users Maintainers Disposers
Autonomic
Solitary Unilateral
Copyright 2007 by Prentice Hall 10 - 31
10 - 32
10 - 33