AMITY INTERNATIONAL BUSINESS SCHOOL

AMITY INTERNATIONAL
BUSINESS SCHOOL
MBAIB/IMBA/3CMBA, Semester IV
CONSUMER BEHAVIOUR
REFERENCE GROUP AND FAMILY SESSION
6,7,8,9&10
KOKIL JAIN
 AMITY INTERNATIONAL BUSINESS SCHOOL

What Is a Group?

• Two or more people who interact to

accomplish either individual or mutual
goals
 AMITY INTERNATIONAL BUSINESS SCHOOL

Major Consumer Reference Groups

 AMITY INTERNATIONAL BUSINESS SCHOOL

MEMBERSHIP NON-MEMBERSHIP
INFORMAL FORMAL
POSITIVE POSITIVE ASPIRATION
PRIMARY FAMILY/ BUSINESS
ATTITUDE MEMBERSHIP GROUP GROUPS
PEER
GROUP GROUPS

SPORTS ASSOCIATIONS
SECONDARY GROUPS

DISCLAIMANT DISSOCIATIV
NEGATIVE GROUP E GROUP
ATTITUDE

ANTICIPATORY
CONTACT

NO CONTACT SYMBOLIC
 Behavioral Type of
SITUATION influence
AMITY INTERNATIONAL BUSINESS SCHOOL
response
A FRIEND
MENTIONS NEEDING INFORMATIONAL
THAT STORE X A NEW SUIT
HAS A GOOD A DECIDES
COLLECTION TO VISIT
OF SUITS THE STORE

A BUYS THE
AN AD STRESSES THAT”EVEN RECOMMENDED NORMATIVE
YOUR FRIENDS WON’T TELL MOUTHWASH
YOU IF YOU HAVE BAD
BREATH-THEY WILL IGNORE
YOU

IDENTIFICATION
A DEVELOPS A
OVER TIME.A NOTICES
CONSEVATIVE
THAT SUCCESSFUL
EXECUTIVES DRESS
WARDROBE
CONSERVATIVELY
 AMITY INTERNATIONAL BUSINESS SCHOOL

DEGREE OF REFERENCE GROUP

INFLUENCES
• When the product or brand is visible too
the group
• Less of a necessity item
• Individual commitment to the group
• Relevance of particular activity to group’s
functioning
• Individual’s confidence in the purchase
situation
 AMITY INTERNATIONAL BUSINESS SCHOOL

Selected Consumer-Related
Reference Groups
• Friendship groups
• Shopping groups
• Work groups
• Virtual groups or communities
• Consumer-action groups

Wild Planet Video

AMITY INTERNATIONAL BUSINESS SCHOOL
AMITY INTERNATIONAL BUSINESS SCHOOL
AMITY INTERNATIONAL BUSINESS SCHOOL
 AMITY INTERNATIONAL BUSINESS SCHOOL

CONSUMPTION NECESSITY NONNECESSITY

(WEAK REFERENCE
GROUP INFLUENCE ON (STRONG REFERENCE
PRODUCT) GROUP INFLUENCE ON
PRODUCT)

VISIBLE PUBLIC PUBLIC

(STRONG REFERENCE
GROUP INFLUENCE ON NECESSITIES
BRAND)

PRIVATE PRIVATE PRIVATE

(WEAK REFERENCE
GROUP INFLUENCE ON NECESSITIES
BRAND)
 AMITY INTERNATIONAL BUSINESS SCHOOL

The process by which

children acquire the
Consumer
skills, knowledge, and
Socialization
attitudes necessary to
function as consumers.
 A Simple Model of the BUSINESS SCHOOL
AMITY INTERNATIONAL

Socialization Process - Figure 10.11

 Table 10.7 Eight Roles in the Family
AMITY INTERNATIONAL BUSINESS SCHOOL
Decision-Making Process
ROLE 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
Preparers Family member(s) who transform the product into a form suitable for
consumption by other family members
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
 The Family Life Cycle
AMITY INTERNATIONAL BUSINESS SCHOOL

• Traditional Family Life Cycle

– Stage I: Bachelorhood
– Stage II: Honeymooners
– Stage III: Parenthood
– Stage IV: Postparenthood
– Stage V: Dissolution
• Modifications - the Nontraditional FLC