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KIC000053 - Chapter 5 Consumer Decision Making LOS...

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�-------------------- - -- --- LOS ReferenceGroups Oired Indirect ......... --_ .. - "-'-"--_ ...... _- LOS Op' 'lion Leaders ------ An Il'ldlvidual who Influences Ihe opinion of Dlhe~. LOS ReferenceGroup ~ ~ Today's college students make up 0 ,of this country's most influential consumer roups, even though demographically it is one of t ~ smallest. Here's what a recent survey revealed 'bout this reference group's preferences: Brand - Applil Product(s)- iPod IIPhonlil store- Targill Online- community _ F.II;:e,bool< Love!hate _Geico's gecko Down time - watch TVI$urf the W _. --~-_ ... _- . SOJflCE>_s..,w--..._ .... "., ~_ ,,~...,.. ,_. Chapter 5 Consumer Decision Making LOS Influences of Reference Groups They serve ilS information sources and influence perceptions. They effect an individual's aspiration levels. Their norms either constrain or stlmulal.& consumer behavior. _. ---_ ..... _-- LOS Opinion Leaders Marketers are looking to Web logs, or bloqs, to find opinion leaders Teenagers Movie stars • Sports figures Celebrities _. ---'"- ..... _- LOS Family .Influencers Decision Makers Purchasers +Consumers _. --- .... -.- .. _- 9
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-------------------------------------------------------- LO' Relationships among Purchasers and Consumers in the Family Piuonl!slOnly Cliild/Childr1Jll Soma GrAll
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