CONSUMER BEHAVIOUR

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

PPM SCHOOL OF MANAGEMENT 2013

Chapter 6 : The American society: Families and households.

FAMILY HOUSELHOLDS 6The Household= basic purchasing and consuming unit influences most consumption decisions

Consumer Behavior –Hawkins- 12th Edtion

THE HOUSEHOLD LIFE CYCLE 6 HLC = useful tool for segmenting markets and developing marketing strategy

Consumer Behavior –Hawkins- 12th Edtion

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

Consumer Behavior –Hawkins- 12th Edtion

Example Of Family Decision making in Cereal Product

FAMILY DECISION MAKING: categorization 6 wife-dominant

individualized children-dominant

joint husband-dominant

Consumer Behavior –Hawkins- 12th Edtion

Consumer skillsConsumption-related

preferencesConsumption-related attitudes

Consumer socialization deals with the processes by which young people (from birth until 18 years of age) learn how to become consumers

FAMILY

instrumental training

mediationmodeling

CONSUMER SOCIALIZATION 6

Consumer Behavior –Hawkins- 12th Edtion

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

Consumer Behavior –Hawkins- 12th Edtion

Children Decision Making Stage on Supermarket

Families and Households Influence :

“PEPSODENT CASE IN

INDONESIA”

CASE 1

Started launched in 1980

1st toothpaste in Indonesia – known as hereditary brand

Biggest market share in Indonesia

Pepsodent - Household product – that used by all family members

WHY CHOOSE

PEPSODENT?

They don’t know the real reason why choose Pepsodent

They just use the toothpaste that already available at home

They use Pepsodent because their parents use Pepsodent

Their parents taught them using Pepsodent in their children age - habit

FAMILY INFLUENCE : PEPSODENT CASE 6

FAMILY INFLUENCE : PEPSODENT CASE 6

Source : Research “ Consumer Behavior in Pepsodent Buying Decision” by Viviyanti BR Tampubolon, IPB. 2006

35% consumer buy Pepsodent because of family influence

33% consumer buy Pepsodent because of family tradition

In INDONESIA Decision maker in buying family product is Mom HLC Strategy Younger (<35) : Full Nest I, Single Parents I Middle Age (35-64) : Delayed Full Nest I, Full

Nest II, Single Parents II In those stage DM start to think the balance

between price and benefit Pepsodent Consumer do the Pepsodent

Consumer Socialization to their children in Stage 3 (8-11 yo) : period of concrete operation

FAMILY INFLUENCE : PEPSODENT CASE 6PEPSODENT DECISION MAKING PROCESS

Communication at

children (happy time

when brushing

teeth)

Communication at parents

(functional)

INITIATOR(parents)

INFLUENCER(heritage –

older family)

INFO GATHERS(parents)

DM(parents)

PURCHASER(parents)

USER(all family members)