Consumer Behavior Reference Groups and Family

Consumer Behavior Reference Groups and Family - Consumer...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Recap: Social Environment Macro social environment Culture (Chapter 12) Subculture (Chapter 13) Social class (Chapter 13) Micro social environment Family and reference groups (Chapter 14)
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3 Reference Group Influence Informational reference group Utilitarian reference group Value-expressive reference group
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4 Reference Group Influence (cont.) Reference group influence on products and brands Necessity vs. luxury Public good vs. private good
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5 Reference Group Influence (cont.) Public necessities Example Reference group influence on product Weak or Strong? Reference group influence on brand Weak or Strong?
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6 Reference Group Influence (cont.) Public luxuries Example Reference group influence on product Weak or Strong? Reference group influence on brand Weak or Strong?
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7 Reference Group Influence (cont.) Private necessities Example Reference group influence on product Weak or Strong?
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