Professional Documents
Culture Documents
Reference Groups and Family References: Consumer Behavior, Ninth Edition Schiffman & Kanuk
Reference Groups and Family References: Consumer Behavior, Ninth Edition Schiffman & Kanuk
The Internet
has created
many
friendship and
shopping
groups.
weblink
Since Honda
cannot compete on
brand community,
they choose to
emphasize the
family.
Brand Communities
weblink
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders
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
Copyright 2007 by Prentice Hall 10 - 29
Dynamics of Husband-Wife
Decision Making
• Husband-Dominated
• Wife-Dominated
• Joint
– Equal
– Syncratic
• Autonomic
– Solitary
– Unilateral