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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
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