Transcript Slide 1

Consumer Behaviour,
Second Edition
Martin Evans,
Ahmad Jamal
Gordon Foxall
Cardiff Business School
ISBN:978-0-470-99465-8
© 2009 John Wiley & Sons Ltd.
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Chapters 7 & 8
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Social Group, Tribal and
Household Buying Influences
Culture
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Chapter Objectives
• To understand the nature of social group influence in
consumer behaviour
• To be able to apply different types of group influence to
consumer behaviour and marketing
• To appreciate the dynamic nature of society and its effects
on groups such as tribalism
• To analyse and evaluate how families buy through
different stages of development and change
• To assess relative contributions of family members to the
buying process
• To explore the nature of pester and parent power and
discuss some of the ethical issues in targeting to children
• To define the notion of culture and explain its importance
to marketing communication and consumer behaviour
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Social Groups
• Primary group – with whom a person interacts
frequently and whose norms are considered
important
• Secondary group – with whom a person
interacts frequently and whose norms are
considered weakly important
• Membership groups – in which an individual is
claiming to be a member is recognized as such
by the leader and/or the key members of the
group
• Symbolic group – with which a person
identifies him/herself without a formal
membership, voluntarily adopting its norms and
values
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Reference Groups
• Any individual or a group of individuals that can
significantly influence your behaviour (Bearden
& Etzel, 1982)
• Consumers use them as sources of attitudes,
beliefs, values or behaviours
• They can act as a point of comparison
• These groups can provide a setting and can
enforce standards of behaviour
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Types of Reference
Groups
• Aspirational - Those against whom we would
like to compare ourselves and aspire to belong
to them.
• Associative - Those who more realistically
represent our current equals or near equals.
• Dissociative - Those that we would not like to
be like.
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Types of Reference
Groups
ASPIRATIONAL
Reference
Groups
ASSOCIATIVE
DISSOCIATIVE
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Examples??
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Consumer’s Susceptibility to
Interpersonal Influences
• Remember, consumers can vary according to their
susceptibility to interpersonal influences:
• This means that some consumers can be more
susceptible to social or interpersonal influences than
others and vice versa
• Consumer’s Susceptibilty to Interpersonal Influences
(CSIN) is defined as the need to identify or enhance
one’s image with significant others through the acquisition
and use of products and brands, the willingness to
conform to the expectations of others regarding purchase
decisions, and/or the tendency to learn about products
and services by observing others and/or seeking
information from others (Bearden, Netemeyer & Teel,
1989)
• CSIN is enhanced when individuals are highly concerned
with the inferences others make or may make regarding
their behaviour
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Tribes
• The tribe metaphor is used to depict the
current functioning of our society – the way
consumers behave collectively and produce
social forces
• Tribe – an ephemeral and unstable group of
consumers who are joined together by sharing
emotions, feelings and passions on a relatively
small scale. Members are connected to each
other through family ties.
© 2009 JohnSource:
Wiley &Cova
Sons Ltd.
and Cova, 2001; 2006
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Football Tribes
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Tribes
• They differ from reference groups in that they
do not focus on the normative influences of the
group or of individual group members on each
other. Instead tribes concentrate on the bonding
or linking element that keeps individuals in the
group
• They translate a need to belong not just to one,
but to several groups simultaneously
Source: Cova and Cova, 2001; 2006
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Tribes Making Up
Brand Communities
• Group of runners who meet at the Niketown
store in Boston on Wednesdays
• Saturn car owners who meet for reunions and
barbecues
• Harley Davidson Owner Groups
• Saab Owners
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Family Influences
• Family members can act as a reference group
• Extended family
Two spouses, children including grown up children,
grandparents all living together as one family unit
• This provides a different environment for
interaction and interpersonal influence
• Multiple sources of influences based on observation
and interaction
• Influence of family members on consumption is
higher; family members are of greater importance
than outsiders
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Family Influences
• Nuclear family
Comprises two spouses and a small number of children
• Intergenerational offspring
The effect of family in the socialisation of offspring;
this includes impact on individual’s norms, attitudes
and values
Source: Childers and Rao (1992)
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Stages in Family Life Cycle
• Bachelor
• Newly married couples
• Full nest 1 (with pre-school children)
• Full nest 1 (lone parent)
• Middle age, no children (aged 35–44)
• Full nest 2 (school-aged children)
• Full nest 2 (lone parents)
• Launching families (with non-dependent children)
• Launching families (lone parent)
• Empty nest 1 (childless aged 45–60)
• Empty nest 2 (retired)
• Solitary survivor (under 65)
• Solitary survivor (retired)
Think of the different requirements and life styles of each - & how
marketing should cater for each segment…
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Noteworthy Non-Traditional
Stages of FLC
Childless couples:
- It is increasingly acceptable for married couples to elect
not to have children.
- Contributing forces are more career-oriented married
women and delayed marriages.
Couples who marry later in life (in their late 30s or later)
- More career-oriented men and women and greater
occurrence of couples living together.
- Likely to have fewer or even no children.
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• Couples who have first child later in life (in their late
30s or later):
• Likely to have fewer children.
• Stress quality lifestyle: “Only the best is good
enough”
Single parents
• High divorce rates (about 50%) contribute to a
portion of single-parent households
• A single parent may adopt one or more children
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Roles in Family DecisionMaking Process
Initiators
Influencers
Purchasers
Users
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Deciders
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Family Influences
Children & Pester Power
A current issue of the role of children in household buying.
They are an important segment for marketers (not just for
kids products).
Marketers are being criticised for how they target children.
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Family Influences
Children & Pester Power
• Not just for children’s products – percentage of weekly
spending by parents influenced by children, 72% said £20,
22% said £50 and 4% said £100. E.g., cars, holidays,
housing
• Concept of ‘brand understood at age 6
• Parental influence declining over ‘repertoire’ of brands at
age 8. Primary school friends becoming more influential
than parents
• ‘Observation’ (vicarious learning)
• Ethical issues:
•
•
Encouraging pester power, especially at Christmas
Children getting mail shots for credit cards, porn, etc.
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Children’s Media
Exposure is Intensifying
• 80% of children have a TV in their room
• Children watch 4-5 hours of TV a day
(Childwise, 2006)
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A current issue of concern:
Pester Power & Marketing to
Kids
But actually, its not new….
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A current issue of concern: Pester Power & Marketing
to Kids: how many ‘adult’ products are being promoted
on this kids’ games site?
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Culture
is defined as….
“civilization and the social norms on
which civilized societies are based
(Bridgewater & Egan, 2004, p. 23) ”,
….“patterns of thought and manners
which are widely shared” (Child & Kieser, 1977,
p.2)
....“collective programming of the mind”
(Hofstede, 1980,p. 13).
What do we know about culture so
far…
• Hall (1960) suggests that societies may vary
with respect to their conception of: time, space,
objects, friendship & family.
• International marketers should take into account
cultural variations of the basis of: language,
religion, ethnicity, education systems, symbols
• National cultures can be classified along the
dimensions proposed by Hofstede (1994):
power distance, uncertainty avoidance,
masculinity-femininity, individualismcollectivism, long-term vs. short term orientation
• Consumption is a cultural-bound process
and marketers use cultural cues to
communicate effectively with consumers
and catch their attention
High Degrees of Uncertainty
• Promoting a toothpaste
in Greece
involved
the use of the technique
“celebrity
endorsement”
Power Distance: Mercedes in
Asia
Individualism vs. Collectivism
L’oreal - USA
Amstel - Greece
Individualism …
Collectivism …
Femininity - Masculinity
Long-term Orientation: BMV
List of Readings
•
Childers, Terry L., Rao, Akshay R.. (1992),The influence of familial and peer
based reference groups on consumer decisions, Journal of Consumer Research,
Vol. 19 (2), pp. 198-211.
•
Bearden, W. O., Netemeyer, R.G., and Teel, J. E., (1989), Measurement of
Consumer Susceptibility to Interpersonal Influence, Journal of Consumer
Research, 15 (March), 473-81.
•
Cova, B., and Cova. V., (2001), Tribal aspects of posmodern consumption
research, Journal of Consumer Behaviour, Vol. 1 (1), pp. 67-76.
•
Cova,B. and Pace, S. (2006), Brand community of convenience products: new
forms of customer empowerment – the case of ‘my Nutella The Community,
European Journal of Marketing. Vol. 40 (9/10), pp. 1087-1102.
•
Muniz A. M., Jr, O'Guinn, T. C., (2001), Brand community, Journal of Consumer
Research, Vol. 27 (4), pp. 412-431.
•
McWilliam, G., (2000), Building stronger brands through online communities,
Sloan Management Review, Vol. 41 (3), pp. 43-52.
© 2009 John Wiley & Sons Ltd.
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List of Readings
•
Cova,B. and Pace, S. (2006), Brand community of
convenience products: new forms of customer
empowerment – the case of ‘my Nutella The Community,
European Journal of Marketing. Vol. 40 (9/10), pp. 10871102.
•
Muniz A. M., Jr, O'Guinn, T. C., (2001), Brand community,
Journal of Consumer Research, Vol. 27 (4), pp. 412-431.
•
McWilliam, G., (2000), Building stronger brands through
online communities, Sloan Management Review, Vol. 41
(3), pp. 43-52.
© 2009 John Wiley & Sons Ltd.
www.wileyeurope.com/college/evans
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List of Readings
•
•
•
•
Evans M, Wedande G, Ralston L and van t’Hul S (2001)
Consumer Interaction in the Virtual Era: Some Solutions
from Qualitative Research, with Qualitative Market
Research: An International Journal, Vol 4 No 3 150-159
Belch & Willis (2002) Family Decision Making at the turn
of the century: has the changing structure of households
impacted the family decision-making process? Journal of
Consumer Behaviour, Vol 2 No 2 111-124 (in Evans et al
(2006)
Schaninger C M and Lee D H (2002) A New Full Nest
Classification Approach, Psychology and Marketing 19.1
25-58
General Household Survey (Guest Lib)
© 2009 John Wiley & Sons Ltd.
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List of Readings
•
•
•
Social Trends (Guest Lib)
www.onlinecommunityreport.com
Schor J (2004) Born to Buy, Scribner
•
Palan,K. M., and Wilkes R. E., (1997), Adolescent-parent
interaction in family decision making, Journal of
Consumer Research, Vol. 24 (2), pp. 159-170.
•
Moschis, G. P., (1985), The role of family communication
in consumer socialization of children and adolescents,
Journal of Consumer Research, Vol. 11(4), pp. 898-913.
© 2009 John Wiley & Sons Ltd.
www.wileyeurope.com/college/evans
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List of Readings
•
Beatty, S. E., and Talpade, S. (1994), Adolescent influence in
family decision making: a replication with extension, Journal of
Consumer Research, Vol. 21 (2), pp.332-341.
•
Commuri, S., and Gentry, J. W., (2005), Resource Allocation in
Households with Women as Chief Wage Earners, Journal of
Consumer Research, Vol.32 (2), pp. 185-195.
•
Qualls, W. J., (1987), Household decision behaviour: the impact
of husbands’ and wives’ sex role orientation, Journal of
Consumer Research Vol. 14 (2), pp. 264-279.
•
Childers, T. L.,and Rao, A. R., The influence of familial and
peer based reference groups on consumer decisions, Journal of
Consumer Research, Vol. 19 (2), pp.198-212.
© 2009 John Wiley & Sons Ltd.
www.wileyeurope.com/college/evans
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List of Readings
•
•
•
•
•
•
Brown, S. (1999) Postmodernism: The End of Marketing? IN
Brownlie D, Saren M Wensley R and Whittington R (1999)
Rethinking Marketing, Sage
Brown, S. (1993) Postmodern Marketing? European Journal of
Marketing, 27.4 19-34
Firat A F and Dholakia N (2006) Theoretical and Philosophical
Implications of Postmodern Debates: Some Challenges to
Modern Marketing, Marketing Theory 6. 2 123-162
Brown S (2003) Postmodern Marketing : Everything must Go!
In Baker M Ed (2003) The Marketing Book, Butterworth
Heinemann
Brown, S. (2001) Marketing For Muggles: Harry Potter and the
Retro Revolution. Journal of Marketing Management, Vol. 17,
No 5-6, July, pp 463-480.
Brown S (2000) Postmodern Marketing IN Baker M (Ed) 2000)
Marketing Theory, Thomson
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