family influence on CB

8/8/2019 family influence on CB

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A PRESENTATION ONA PRESENTATION ON FAMILYFAMILY

INFLUENCE IN CONSUMER BEHAVIOURINFLUENCE IN CONSUMER BEHAVIOUR

By Mr. VINAY RAJ R(MBA /PGDM/MTM)By Mr. VINAY RAJ R(MBA /PGDM/MTM)


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The study of consumers helps firms and organizationsThe study of consumers helps firms and organizationsimprove their marketing strategies by understanding issuesimprove their marketing strategies by understanding issuessuch as ,The psychology of how consumers think, feel,such as ,The psychology of how consumers think, feel,

reason, and select between different alternatives (e.g.,reason, and select between different alternatives (e.g.,brands, products);brands, products);

The psychology of how the consumer is influenced by his orThe psychology of how the consumer is influenced by his or

her environment (e.g., culture, family, signs, media);her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making otherThe behavior of consumers while shopping or making othermarketing decisions;marketing decisions;

Limitations in consumer knowledge or informationLimitations in consumer knowledge or informationprocessing abilities influence decisions and marketingprocessing abilities influence decisions and marketingoutcome;outcome;


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The Importance of Families and HouseholdsThe Importance of Families and Households

on consumer Behaviouron consumer Behaviour

Marketers must exercise care in analyzing consumer behaviour.Marketers must exercise care in analyzing consumer behaviour.

Consumers often turn down what appears to be a winning offer.Consumers often turn down what appears to be a winning offer.

As soon as managers believe that they understand their consumers,As soon as managers believe that they understand their consumers,buyer decisions are made that appear to be irrational.buyer decisions are made that appear to be irrational.

But what looks like irrational behaviour to a manager is completelyBut what looks like irrational behaviour to a manager is completelyrational to the consumer. Buying behaviour is never simple.rational to the consumer. Buying behaviour is never simple.

It is affected by many different factors.It is affected by many different factors.

Yet understanding it is the essential task of marketing management.Yet understanding it is the essential task of marketing management.People coming from the same subculture, social class, and occupationPeople coming from the same subculture, social class, and occupation

may have quite different lifestyles.may have quite different lifestyles.


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A lifestyle is a persons pattern of living asA lifestyle is a persons pattern of living asexpressed in his/her activities, interests andexpressed in his/her activities, interests andopinions.opinions.

Lifestyle portrays the whole personLifestyle portrays the whole person

interacting with his environment.interacting with his environment.A person belongs to many groups: family,A person belongs to many groups: family,clubs, and organizations.clubs, and organizations.


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Structural variables Affecting FamiliesStructural variables Affecting Families

It includes the age of the head of theIt includes the age of the head of thefamily, martial status, presence offamily, martial status, presence of

children, and employment status.children, and employment status.

Three sociological variables that help explain how families function

Cohesion Adaptability Communication.


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Cohesion:Cohesion:

Is the emotional bonding between familyIs the emotional bonding between familymembers. It measures how close to each othermembers. It measures how close to each otherfamily members feel on an emotional level .family members feel on an emotional level .

Cohesion reflects a sense of connectedness to orCohesion reflects a sense of connectedness to orseparateness from other familyseparateness from other family


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Adaptability:Adaptability:

Measures the ability of a family to changeMeasures the ability of a family to changeits power structure, role relationships, andits power structure, role relationships, and

relationship rules in response to situationalrelationship rules in response to situationaland developmental stress.and developmental stress.

The degree of adaptability shows how wellThe degree of adaptability shows how wella family can meet the challengesa family can meet the challengespresented by changing situationspresented by changing situations


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Communication:Communication:

Is a facility dimension, critical to movement onIs a facility dimension, critical to movement onthe other two dimensions .the other two dimensions .

Positive Communication skills (Such as empathy,Positive Communication skills (Such as empathy,

reflective, listening, support comments.)reflective, listening, support comments.)Changing needs as they relate to cohesion andChanging needs as they relate to cohesion andadaptability.adaptability.


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Family Decision MakingFamily Decision Making

Whether to buy;

Whether to buy;

Which product to buy (pickWhich product to buy (pick--up or passenger car?);up or passenger car?);

Which brand to buy;Which brand to buy;

Where to buy it; andWhere to buy it; and

When to buy.When to buy.

he decision maker may specify what kind of producthe decision maker may specify what kind of productto buy, but not which brand;to buy, but not which brand;

The purchaser may have to make a substitution ifThe purchaser may have to make a substitution ifthe desired brand is not in stock;the desired brand is not in stock;

The purchaser may disregard instructions (by errorThe purchaser may disregard instructions (by erroror deliberately).or deliberately).


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The Nature of Family PurchaseThe Nature of Family Purchase

Initiators(s)Initiators(s): The Family member who first recognises: The Family member who first recognisesa need or starts the purchase process.a need or starts the purchase process.

Information gatherer(s)Information gatherer(s): The individual who has: The individual who hasexpertise and interest in a particular purchase.expertise and interest in a particular purchase.

Different individuals seek information at different timesDifferent individuals seek information at different timesor on different aspects of the purchase.or on different aspects of the purchase.


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Influencer(s):Influencer(s): The person who influences theThe person who influences thealternatives evaluated, the criteria considered, and thealternatives evaluated, the criteria considered, and the

final choice.final choice.

Decision maker(s):Decision maker(s): The individual who makes theThe individual who makes thefinal decision .Of course, joint decisions also are likelyfinal decision .Of course, joint decisions also are likely

to occur.to occur.

Purchaser(s):Purchaser(s): The family member who actuallyThe family member who actually

purchases the product. This is typically an adult orpurchases the product. This is typically an adult orteenagerteenager..

User(s):User(s): The user of the product .For many productsThe user of the product .For many products

there are multiple usersthere are multiple users


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onc us ononc us on Mastering the skills and milestones of each stage allows you toMastering the skills and milestones of each stage allows you to

successfully move from one stage of development to the next.successfully move from one stage of development to the next.

If you don't master the skills, you may still move on to theIf you don't master the skills, you may still move on to thenext phase of the cycle, but you are more likely to havenext phase of the cycle, but you are more likely to havedifficulty with relationships and future transitions.difficulty with relationships and future transitions.

Family life cycle theory suggests that successful transitioningFamily life cycle theory suggests that successful transitioningmay also help to prevent disease and emotional or stressmay also help to prevent disease and emotional or stress--related disorders.related disorders.

Whether you are a parent or child, brother or sister, bonded byWhether you are a parent or child, brother or sister, bonded by

blood or love, your experiences through the family life cycle willblood or love, your experiences through the family life cycle willaffect who you are and who you become.affect who you are and who you become.

The more you understand about the challenges of each stageThe more you understand about the challenges of each stageof the cycle, the more likely you are to successfully move on.of the cycle, the more likely you are to successfully move on.The stress of daily living or coping with a chronic medicalThe stress of daily living or coping with a chronic medicalcondition or other crisis disrupts the normal family cyclecondition or other crisis disrupts the normal family cycle

family influence on CB

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