Amity International Business School

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
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
Individuals or groups
with whom a person
identifies but does not
Indirect
have direct face-to-face
Reference
contact, such as movie
Groups
stars, sports heroes,
political leaders, or TV
personalities.
Major Consumer Reference Groups

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
Positive Influences on Conformity

Group Characteristics Personal Characteristics
• Attractiveness • Tendency to Conform
• Expertise • Need for Affiliation
• Credibility • Need to be Liked
• Past Success • Desire for Control
• Clarity of Group • Fear of Negative
Goals Evaluation
GROUP EXERT INFLUENCES

1. ATTITUDE TOWARDS THE GROUP
• VIEWS THE REFERENCE GROUP AS A CREDIBLE SOURCE
OF INFORMATION
• VALUES THE VIEWS AND REACTIONS
• ACCEPTS THE REWARDS AND SANCTIONS
2 NATURE OF THE GROUP
• COHESIVE
• FREQUENTLY INTERACTING
• DISTINCTIVE AND EXCLUSIVE
3 NATURE OF THE PRODUCT
• VISIBLE
• EXCLUSIVE
Selected Consumer-Related
Reference Groups
• Friendship groups
• Shopping groups
• Work groups
• Virtual groups or communities
• Consumer-action groups
Wild Planet Video

Behavioral Type of
SITUATION influence
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
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)
•Visible usage
•High relevance of product

to group HIGH DEGREE
OF
•Low individual purchase REFERENCE
•confidence GROUP
INFLUENCE
•Strong individual
commitment to group
•Nonnecessary item
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
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
• Traditional Family Life Cycle

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

Amity International Business School

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• Two or more people who interact to accomplish

Major Consumer Reference Groups

Positive Influences on Conformity

GROUP EXERT INFLUENCES

Wild Planet Video

CONSUMPTION NECESSITY NONNECESSITY

VISIBLE PUBLIC PUBLIC

PRIVATE PRIVATE PRIVATE

•High relevance of product

The process by which

Socialization Process - Figure 10.11

• Traditional Family Life Cycle

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