1. QUALITATIVE STUDY
I N T E R G E N E R AT I O N A L B R A N D T R A N S F E R
HOW A MOTHER TRANSMIT PRODUCT / BRAND TO HER DAUGHTER PRESENTED BY:
FERRY JAOLIS

2. TWO TYPES OF SOCIALIZATION
The process by which children acquire the skills,
CONSUMER knowledge, attitudes, and experiences
SOCIALIZATION necessary to function as consumers”
(Shiffman et al, 396).
Occurred when a certain products or brands
INTER-
GENERATIONAL transferred among generations as family, known
SOCIALIZATION as ‘intergenerational brand transfer’ (Shiffman
et al, 398).
This study of our group in IAE, focuses on the influence parents have over
their children’s products or brands consumption during the course of their
life, especially between mothers and daughters.

3. OBJECTIVE OF THE STUDY
To understand how a person (girl)’s relation to a product /
brand, derived from her mother.
The nature of the relation, the strength of the
attachment.
How they memorize the products/brands.
How they value them, opinion, attitude, behaviors toward
them.
The extent to which certain kind of products / brands will
likely to be chosen due to their mother’s influence.

4. In-depth
Interview
RESEARCH DESIGN
Group
Mariana Ing Teguh
Ferry JAOLIS
MALELAK WIDODO
1 2 3 4 5 6
5 females, 1 male participant, totaling 6 in the
recruitment of respondents.

5. In-depth
Interview
RESEARCH DESIGN
Sampling : Non-probability – Purposive
Data Sources : Acquaintances from Indonesia
Format : Open-ended questions
Tools : Taping (Blackberry voice recorder)
Video (Pocket Camera)
Chats (YM, Facebook chat)
Transcription : English

6. GUIDING QUESTIONS
 CHILDHOOD EXPERIENCES
 Tell me about your childhood experience a little bit.
 What specific particular things you loved in your childhood? Please list.
 Which of these would you consider to be key memorable experience? Please explain.
 Can you tell me a bit more about the last time you experienced that or felt that way?
 Can you give a specific example regarding that?
 MOTHER AND DAUGHTER ACTIVITIES
 If you are taking by your mother to do some things together, can you explain which
activities interest you the most?
 What would you tell her about your preferences?
 What would you tell her about hers?
 EMOTION, VALUES, ATTACHEMENT
 Do you personally feel that way?
 If these particular things don’t exist in your life again, would it matter?
 Can you expand your answer?
 CATEGORY, PRODUCT, BRAND
 Is there any special item (s) you bought?
 Could you please explain what elements interest you the most from them?
 Would you identify yourself as an exact match with those?
 Do you confirm that this things is important in your life then and nowadays?

7. Respondents
Demographic
Profile
FERRY JAOLIS…
Participant #1 Participant #2
• 21 years old. • 27 years old.
• College student, marketing • Working at Japanese
lab partimer. restaurant, Aix-en-
• Live in Surabaya, Provence.
Indonesia. • Live in Aix.
• Social activities: hangouts, • Social activities: hangouts,
shopping, chats over the shopping.
internet

8. Key Findings by Themes

9. Childhood Experiences Mother & Daughter Activities
• Go together at traditional markets, • Cook together.
zoo, shopping centers. • Visiting families
• Eat outside, go to family centers. • Intergenerational moments:
• Follow her mothers’: clothes.
• Her own’s: go for playing, zoo.
Participant #1 –
Fanny PRIGENT
Emotions, Values, Category, Products, Brands
Attachements • Theme park: ‘Dunia Fantasi’
• Play park: ‘Taman Mini Indonesia Indah, ‘Taman Ria Senayan
• Modern supermarket: ‘HERO’, ‘Naga’.
• Irreplaceable : her mother’s • Department store: ‘Matahari’
cookings. Shopping center: ‘Tunjungan Plaza, ‘Delta Plaza.
• Family center: ‘Selecta’
• Misses a lot the Indonesian foods. • Toy store: ‘Familia’
• Shoe store: ‘BATA’
• Fast-food chainstore: ‘Texas Fried Chicken’, ‘McDonald’s’

10. Childhood Experiences Mother & Daughter
• Eating dinner together. Activities
• Parents were so busy working, did • Eat dinner together.
not have much time for the • Rarelly go to take vacation together.
children.
Participant #2 –
Celya SUNJAYA
Emotions, Values, Category, Products, Brands
Attachements • Sushi restaurant: ‘Hachi Hachi’
• Collectiveness/conviviality • Chinese restaurant: ‘A Hong’
• Sharing between friends and family • Chinese-japanese restaurant: ‘ X.O.
Suki’

11. THE TWO STUDY CONFIRMED
THE FOLLOWING FINDINGS…
The participant established her mother’s influence for certain
category of product, brands, also stores.
Intergenerational influence is greater on foods, shoes.
Most of the influence derived from direct interaction with their
mother during dinner time at their house.
The other indirect influence derived from the mother’s role
position, which habitually creates culture that drives a
personal food consumption through the childhood life up to
recently.

12. INTER-
GENERATIONAL
BRAND CONCLUSION…
TRANSFER
And the option of
Understanding how colors that attracts
she got attached to her the most,
these products or Also will facilitate uniquely, as faced
brands will provide the design of the by the marketers in
more complete media plan, the gaining her
picture of girls’ choice of natural attention and
realities when endorsers intention to buy the
facing with brand kind of products
choice that match her best
preferences.

13. INTER-
GENERATIONAL
IMPLICATIONS FOR THE
BRAND
TRANSFER MARKETERS…
Marketers can create However, marketers also
brands that can have to pay attention to
maintain a family not attempted to make
establishments for intergenerational image
brands for the
convenience
shopping products
products such as like shoes, or clothes, or
foods, cleaning services, because the
products, etc which offspirng would rahter
were habitual and chooose something that
appeal to larger their parents don’t in
segments. this type of products.

14. THANK YOU
VERY MUCH
FOR YOUR ATTENTION