Consumer Bahavior - Chapter 6 and 7 - Group 2

8/13/2019 Consumer Bahavior - Chapter 6 and 7 - Group 2

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CONSUMER BEHAVIOUR

AURELIE FABRE IELLIOT LALOI I DIMAS WIJANARKO I IWAN SYLVANUS| NINA NURMAYANTI

PPM SCHOOL OF MANAGEMENT

2013

Chapter 6 : The American society: Families and households.

Chapter 7: Group Influences on Consumer Behavior


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FAMILY HOUSELHOLDS 6

The Household= basic purchasing and consuming unitinfluences mostconsumption decisions

Consumer BehaviorHawkins- 12thEdtion


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THE HOUSEHOLD LIFE CYCLE 6

HLC = useful tool for segmenting markets and developing marketingstrategy



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FAMILY DECISION MAKING: The nature of family

purchase roles 6

6 types of purchases roles Marketers must determine who in the family plays which role before they can affect the

family decision process



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FAMILY DECISION MAKING: categorization 6wife-dominant

individualized children-dominant

jointhusband-dominant



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Consumer skillsConsumption-related

preferencesConsumption-related attitudes

Consumer socialization deals with the processes by which young people (from birth until18 years of age) learn how to become consumers

FAMILY

instrumentaltraining

mediationmodeling

CONSUMER SOCIALIZATION 6



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5. Making

Independent

Purchases

4. Making Assisted

Purchases

3. Making Selections

2. Making Requests

1. Observing

five stages of learning how to shop

CONSUMER SOCIALIZATION 6



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Chapter 7 :

Group Influences on Consumer BevaviorConsumer BehaviorHawkins- 12thEdtion


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Groups :

Two or more individuals who share a set of norms, values, or

beliefs.

TYPE OF GROUPS 7

Membership

Aspirational

reference

groups

Attraction

Degree ofcontact



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CONSUMPTION SUBCULTURE 7Consumption Subculture :

Distinctive subgroup of society that self-selects on the basis of

shared commitment to a particular product class, brand, or

consumption activity

Online Community Brand Community



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THE TYPE OF INFLUENCE 7

Use behavior & opinionInformational

Fulfill group expectationNormative

Internalized values & normsIdentification


Reference Group Influences :


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Mass Communication Information Flows

COMMUNICATION WITHIN GROUPS AND OPINION

LEADERSHIP 7

Word Of Mouth (WOM) Key Opinion Leader (KOL)

ADVERTISING PRODUCT SAMPLING RETAILING CREATING BUZZ

Strategies designed to generate WOM and encourage opinion leadership


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DIFFUSION OF INNOVATIONS 7

A. CONTINUOUS INNOVATION

B. DYNAMICALLY CONTINUOUS INNOVATION

C. DISCONTINUOUS INNOVATION

CATEGORIES OF INNOVATION

A B C

ADAPTOR CATEGORIES

Innovators

Early Adopters

Early Majority

Late Majority

Laggards


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Families and Households

Influence :

PEPSODENT

CASE IN

INDONESIA

CASE 1


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Started launched in 1980

1sttoothpaste in Indonesia

known as hereditary brand

Biggest market share in Indonesia

Pepsodent - Household product

that used by all family members

WHYCHOOSE

PEPSODENT?

They dont know the real reason why choose

Pepsodent

They just use the toothpaste that alreadyavailable at home

They use Pepsodent because their parents use

Pepsodent

Their parents taught them using Pepsodent intheir children age - habit

FAMILY INFLUENCE : PEPSODENT CASE 6


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FAMILY INFLUENCE : PEPSODENT CASE 6

Source : Research Consumer Behavior in Pepsodent BuyingDecision by Viviyanti BR Tampubolon, IPB. 2006

35%consumer buy Pepsodentbecause of family influence

33% consumer buy Pepsodentbecause of family tradition

In INDONESIA

Decision maker in buying family product is Mom

HLC Strategy

Younger (


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FAMILY INFLUENCE : PEPSODENT CASE 6PEPSODENT DECISION MAKING PROCESS

Communicati

on at

children

(happy time

whenbrushing

teeth)

Communica

tion at

parents(functional)

INITIATOR

(parents)

INFLUENCER

(heritage

older family)

INFO

GATHERS

(parents)

DM

(parents)

PURCHASER

(parents)

USER

(all family members)


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Group Influences On Consumer Behaviour

BOOK STORE : BEST SELLER

WHAT OUR GROUPS READING

CASE 2


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THE INFLUENCE OF THE GROUP : THE CASE OF

BOOKS 7 When trying to buy a book, we are usually lost. An easy solution: buy the

best sellers !

We assume that the majority of people can not be totally wrong.


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THE INFLUENCE OF THE GROUP : THE CASE OF

SOCIAL NETWORKS 7 Winner-takes-all competition: at some point everyone switch to the

dominating platforms because the others are too small.

I choose one product so I can share the same experience that my peers.

Consumer Bahavior - Chapter 6 and 7 - Group 2

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