1. PRESENTATION
START
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2. Reference Groups
and Family Influence
Consumer Behaviour
Business Administration
FISIP UI, November 23, 2011

3. Contents
What Is a Group
Selected Consumer-ReLATED REFERENCE GROUP Celebrities and reference group appeal
The family is aconcept in flux Other function of family
Family decision making The family life cycle

4. What is group?
“Two or more People who interact to accomplish
50% either individual or mutual goals”.
Schiffman and Kanuk.

5. Reference Group
Normative Reference
Group
Comparative
Reference Group

6. Information and Experience
Factors That Affect
Reference Group
Influence

7. Make Individual Awarness
Provide The Individual
Legitimize The Decision

8. Selected Consumer Related
References Group
Friendship Group
Shopping Groups
Work Groups
Virtual Groups or
Communities

9. Friendship Group
Informal Groups

11. “In Home Shopping Party”

12. Shopping Groups
Work Groups
Consumer Action Group

14. Consumer Action Group

15.  REFERENCE GROUP
APPEALS
THE FAMILY IS

A CONCEPT IN FLUX
 SOCIALIZATION OF
FAMILY MEMBERS

16. REFERENCE
GROUP
APPEALS

17. Schiffman and
Kanuk (2007)

18. CELEBRITIES

20. THE EXPERT

22. THE
EXECUTIVE
AND
EMPLOYEE
SPOKESPERSON

23. TRADE
OR
SPOKES-
CHARACTERS

25. THE FAMILY
IS
A CONCEPT
IN FLUX

26. Build Test Evaluate
THE
FAMILY

27. SOCIALIZATION
OF
FAMILY
MEMBERS

28. ADULT
CONSUMER
SOCIALIZATION
INTERGENERA-
CONSUMER TIONAL
SOCIALIZATION SOCIALIZATION
OF
CHILDREN

30. Other Functions of The Family
Economic Well-Being
Emotional Support
Suitable Family Lifestyle

31. Family Decision Making and Consumption-Related
Roles
• Key Family Cosumption Roles Influencers
Gatekeepers
• Dinamics of Husband-Wife Decision Making: Deciders
Buyers
– Husband-Dominated Preparers
– Wife Dominated Users
– Joint Maintainers
– Autonomic Disposers

32. The Family Life Cycle
• Traditional Family Life Cycle
Stage I Stage II Stage III
Bachelorhood Honeymooners Parenthood
Stage V Stage IV
Dissolution Postparenthood

33. The Family Life Cycle
• Modifications-The Nontraditional FLC

34. The Family Life Cycle
• Modifications-The Nontraditional FLC
– Nontraditional FLC Stages
Family Households
Consumption in Pasangan yang tidak memiliki anak
Pasangan yang menikah di usia akhir 30an
nontraditional families Pasangan yang memiliki anak di usia akhir 30an
Single Parents I
Single Parents II
Single Parents III
Extended Family
Nonfamily Households
Pasangan yang tidak menikah
Divorced person (tanpa anak)
Single persons (biasanya generasi muda)