e视人苦 Family is the most important consumer-buying organization in society, and family members constitute the most influential primary reference group Family of orientation parents and siblings Family of procreation spouse and children 2008-3-24
2008-3-24 11 • Family – is the most important consumer-buying organization in society, and family members constitute the most influential primary reference group. – Family of orientation • parents and siblings. – Family of procreation • spouse and children
e视人苦 The roles and relative influence of family members With expensive products and services, the vast majority of husbands and wives engage in more joint decision-making Men and women may respond differently to marketing messages The direct and indirect influence wielded by children and teens 2008-3-24
2008-3-24 12 • The roles and relative influence of family members – With expensive products and services, the vast majority of husbands and wives engage in more joint decision-making. – Men and women may respond differently to marketing messages. – The direct and indirect influence wielded by children and teens
e视人苦 Social Roles and Statuses a person participates in many groups and a person's position in each group can be defined in terms of role and status Each role carries a status Marketers must be aware of the status symbo potential of products and brands 2008-3-24
2008-3-24 13 • Social Roles and Statuses – A person participates in many groups and a person’s position in each group can be defined in terms of role and status. – Each role carries a status. – Marketers must be aware of the status symbol potential of products and brands
e视人苦 Personal factors Personal Influences Age and Family Life Cycle Stage Lifestyle values Occupation Personality Economic Circumstances Self-Concept 2008-3-24
2008-3-24 14 Personal Factors Personal Influences Personal Influences Age and Family Life Cycle Stage Age and Family Life Cycle Stage Lifestyle & Values Lifestyle & Values Occupation & Economic Circumstances Occupation & Economic Circumstances Personality & Self-Concept Personality & Self-Concept
e视人苦 Age and Family Life Cycle People buy different goods and services over a lifetime Consumption is also shaped by the family life cycle Psychological life cycle stage may matter Critical life events or transitions give rise to new needs 2008-3-24
2008-3-24 15 • Age and Family Life Cycle – People buy different goods and services over a lifetime. • Consumption is also shaped by the family life cycle. • Psychological life cycle stage may matter. • Critical life events or transitions give rise to new needs