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CONSUMER BEHAVIOR
The Family and Social Class Influence on
Consumer Behavior
Chapter # 10
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1. What is a Group?
A group may be defined as two or more people who
interact to accomplish either individual or mutual goals.
Sometimes groups can be classified by membership
groups. A group to which a person either belongs or would
qualify for membership in is called membership groups.
There are also groups in which an individual is not likely
to receive membership, despite acting like a member by
adopting the groups values, attitudes and behavior, this is
called symbolic groups.
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Reference Group as a Social Force /

Understanding the Power of Reference
Groups
A Reference Group is any person or group that serves
as a point of comparison (or reference) for an
individual in forming either general or specific values,
attitudes, or a specific guide for behavior.
From marketing perspective, Reference Groups are
groups that serve as frames of reference for
individuals in their purchase or consumption
decisions.
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Understanding the Power of

Reference Groups
Normative Reference Groups: Reference Groups that
influence general or broadly defined values or behavior
are called Normative Reference Groups.
Comparative Reference Groups: Reference Groups that
serve as benchmarks for specific or narrowly defined
attitudes or behavior are called Comparative Reference
Groups.
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A Broadened Perspective on
Reference Groups
Indirect Reference Groups: Reference Groups that
consist of those individuals or groups with whom a person
does not have direct face to face contact, such as movie
stars, sports heroes, political leaders, TV personalities, or
even well- dressed and interesting looking people at
school or on the street or even a party.

Harpic Advertisement
by Actor Ferdous
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Factors that Affect Reference

Group Influence
The degree of influence that a reference group exerts on
an individuals behavior usually depends on the nature of
the individual and the product and on specific social
factors.
Information and Experience
Credibility, Attractiveness and Power of the
Reference Group
Conspicuousness of the Product
Consumer Conformity
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Selected Consumer Related

Reference Groups

Friendship Groups
Shopping Groups
Work Groups
Virtual Groups or Communities - Brand Communities
Common Action Groups
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Celebrity and Other Reference

Group Appeals

Celebrities
The Expert
The Common Man
The Executive and Employee Spokes Person
Trade or Spokes-Characters
Other Reference Group Appeals
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2. Family the Basic Reference

Group
Family is defined as two or more persons related by
blood, marriage or adoption who reside together.
Family is the central or dominant institution in providing
for the welfare of its members.
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It Reminds Parents of the Importance of

Creating Quality Time.

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The Changing Bangladeshi Family

Types of families
Nuclear
Extended
Single-parent
Changes in household spending patterns
There are many different types of families. The nuclear family is two
parents and at least one child. If the household has at least one
grandparent, it is called an extended family. In addition, there is an
increasing number of single-parent households. There are
changes that have an effect on spending patterns. With more
women working, many households have double income. In
addition, families are shopping for time-saving products and
services since they have less time at home.
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Socialization And Related Role of

Family Members

The process by
which children
acquire the skills,
Consumer knowledge, and
Socialization attitudes necessary
to function as
consumers.

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Consumer Socialization - the Process by Which

Children Acquire the Skills, Knowledge, Attitudes,
and Experiences Necessary to Function as
Consumers

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Socialization of Family Members: The socialization of family

members ranging from young children to adults is a central family
function that influences the purchase decision of the family members.
Consumer Socialization of Children: The process by which
children acquire the skills, knowledge, attitudes and experiences
necessary to function as consumers.
Adult Consumer Socialization: The process by which adults
through out different stages of their life span acquire the skills,
knowledge, attitudes and experiences necessary to function as
consumers.
Intergenerational Socialization: The process by which certain
product or service loyalties or brand preferences are transferred from
one generation to another.
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A Simple Model of the

Socialization Process

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Other Functions of the Family: Three other basic

functions provided by the family are particularly relevant
to the consumer behavior of the family members.
Economic Well-Being
Emotional Support
Suitable Family Lifestyle
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Family Decision Making and Consumption

Related roles:
As a marketer, it is necessary to know that in a family who makes what kind of
decisions.
Key Family Consumption Roles: The roles in the family decision
making process are shown below:

Influencers: Family member who provide information to other

members about a product or service.
Gatekeepers: Family member who control the flow of information
about a product or service.
Deciders: Family members with the power to determine unilaterally or
jointly whether to shop for purchase, use, consume or dispose of a
specific product.
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Key Family Consumption Roles: Continued

Buyers: family members who make the actual purchase of a particular

product or service.
Preparers: Family members who transform the product into a form
suitable for consumption by other family members.
Users: Family members who use or consume a particular product or
service.
Maintainers: Family members who service or repair the product so that
it will provide continued satisfaction.
Disposers: Family members who initiate or carry out the disposal or
discontinuation of a particular product or service.
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Key Family Consumption Roles: Continued

Dynamics of Husband Wife Decision Making: As a

marketer it is very important to know the relative amount of
influence that a husband and a wife have when it comes to
family consumption choices. Husband- wife influence studies
classify family consumption decisions as Husband
Dominated, Wife Dominated, Joint and Automatic.

Expanding Role of Children In Family Decision Making

Choosing restaurants and items in supermarkets
Teen Internet mavens
Pester power
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The Family Life Cycle:

Family Life Cycle is a progression of stages through which
many families pass and each stages of the life cycle
influences the purchase decisions of the family members.
Stage I: Bachelorhood: Young single adult living apart
from parents.
Stage II: Honeymooners: Young married couple.
Stage III: Parenthood: Married couple with at least one
child living at home.
Stage IV: Post-parenthood: An older married couple
with no children living at home.
Stage V: Dissolution: Only one surviving spouse.
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3. Social Class and its Effect on

Consumer Decision Making Process

The division of members of a

society into a hierarchy of
Social distinct status classes, so that
Class members of each class have
either higher or lower status
than members of other classes.

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Social Class Mobility

Upward mobility
Downward mobility
Rags to riches?
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Consumer Behavior and

Social Class
Social class is important to keep in mind for
marketers. Consumers of different social classes
purchase clothes and spend their leisure time with
different activities. In addition, different social
classes tend to view savings vs. spending differently
and will view different television shows and visit
different websites.

Clothing, Fashion, and Shopping

The Pursuit of Leisure
Saving, Spending, and Credit
Social Class and Communication
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END OF CHAPTER # 10