resenLaLlon on ersonallLy soclal class and

reference group
resenLed by
uevender
SumlL
vlpln
can be deflne as
Lhose lnner psychologlcal characLerlsLlcs
LhaL boLh deLermlne and reflecL how a
person responds Lo hls or her
envlronmenL"
-aLure of personallLy -aLure of personallLy
% reudlan 1heory
% -eoreudlan 1heory
% 1ralL 1heory
1heorles of personallLy
reudlan Lheory reudlan Lheory
O Slgmund reud belleved LhaL unconsclous needs and
drlves conLrol Lhe consclous mlnd and Lhls plays a
slgnlflcanL role ln developlng our personallLy
reud proposed LhaL personallLy conslsLs of Lhree
lnLeracLlng sysLem
O lu
O Superego
O Lgo
Lgo
lndlvldual's
consclous conLrol
balance Lhe
lmpulslve demands of
lu and socloculLural
consLralnLs of Lhe
superego
lu
warehouse of
prlmlLlve lmpulslve
drlves
such as LhlrsL hunger
Seeks lmmedlaLe
saLlsfacLlon wlLhouL
concernlng speclflc
means of saLlsfacLlon
Superego
lndlvldual's lnLernal
expresslon of
socleLy's moral and
eLhlcal codes of
conducL
Lg lf you are LhlrsLy
AL lu level u would
grab waLer from
anyone havlng
waLer boLLle
8uL aL Lgo level
you would buy
waLer boLLle or
any oLher drlnk
8uL aL superego level u
ask Lhe person havlng
waLer boLLle
-eo -eo reudlan 1heory reudlan 1heory
-eoreudlans belleved LhaL soclal relaLlonshlps are
Lhe fundamenLal Lo Lhe formaLlon and
developmenL of personallLy
or lnsLance
Alfred Adler emphasls on lndlvldual's efforLs Lo
overcome feellng of lnferlorlLy
Parry SLack lndlvldual efforLs Lo reduce Lenslon and
anxleLy
karen Porney she focused on chlldparenL
relaLlonshlps and lndlvldual's deslres Lo conquer
feellngs of anxleLy roposed Lhree personallLy
groups compllanL aggresslve deLached
1 complloot loJlvlJools ote tbose wbo move
Loward oLhers (Lhey deslre Lo be loved
wanLed and appreclaLed)
2 Aqqtesslve loJlvlJools ote tbose wbo move
agalnsL oLhers (Lhey deslre Lo excel and wln
admlraLlon)
J uetocbeJ loJlvlJools ote tbose wbo move
away from oLhers (Lhey deslre lndependence
selfrellance self sufflclency and freedom
from obllgaLlons)
1ralL 1heory 1ralL 1heory
O CrlenLaLlon of LralL Lheory ls quanLlLaLlve
and emplrlcal lL focuses on Lhe
measuremenL of personallLy ln Lerms of
speclflc psychologlcal characLerlsLlcs
called LralLs
O A LralL ls deflned as any dlsLlngulshlng
relaLlvely endurlng way ln whlch one
lndlvldual dlffers from anoLher
ersonallLy and undersLandlng of C8 ersonallLy and undersLandlng of C8
O Consumer lnnovaLlveness
1he degree Lo whlch consumers are
recepLlve Lo new producLs new servlces or
new pracLlces
O uogmaLlsm
A personallLy LralL LhaL reflecLs Lhe degree of
rlgldlLy a person dlsplays Loward Lhe unfamlllar
and Loward lnformaLlon LhaL ls conLrary Lo hls own
esLabllshed bellefs
consumer low ln dogmaLlsm are more llkely Lo prefer
lnnovaLlve producLs Lo esLabllshed ones
consumers hlgh ln dogmaLlsm are more llkely Lo
choose esLabllshed producLs raLher Lhan lnnovaLlve
O Soclal characLer
Soclal characLer ls a personallLy LralL LhaL ranges on a
conLlnuum for lnnerdlrecLedness Lo oLher
dlrecLedness
O lnnerdlrecLed consumers Lend Lo rely on Lhelr own lnner
values ln evaluaLlng new producLs and are lnnovaLors 1hey
seems Lo prefer ads LhaL sLress producL feaLures and
personal beneflLs
O CLher dlrecLed consumers Lend Lo look Lo oLhers for dlrecLlon
and Lhey are noL lnnovaLors
O -eed for unlqueness
O 1hese are Lhe people who seeks Lo be unlque
O 1hese people avold conformlLy
O CpLlmal sLlmulaLlon level (CSL)
A personallLy LralL LhaL measures Lhe level or amounL
of novelLy or complexlLy LhaL lndlvlduals seek ln Lhelr
personal experlences
W erson wlLh hlgh CSL are wllllng Lo Lake rlsk Lo Lry new
producLs Lo be lnnovaLlve Lo seek purchase relaLed
lnformaLlon and Lo accepL new reLall faclllLy
W erson wlLh low CSL do noL feel Lhe need Lo Lry ouL new
producLs and are less lnnovaLlve
O varleLynovelLy seeklng
Measures a consumer's degree of varleLy or novelLy
seeklng 8ased on
O LxploraLory urchase 8ehavlor consumers
swlLchlng brands Lo experlence new and posslbly beLLer
alLernaLlves
O vlcarlous LxploraLlon where Lhe consumer secures
lnformaLlon abouL a new or dlfferenL alLernaLlve and
Lhen conLemplaLes Lhe opLlons
O use lnnovaLlveness where Lhe consumer uses an
already adopLed producL ln a new or novel way
CognlLlve ersonallLy acLors CognlLlve ersonallLy acLors
O vlsuallzers vs verballzers
O vlsuallzers are Lhose who prefer vlsual lnformaLlon and
producL LhaL sLress Lhe vlsuals eg asL food producLs
O verballzers are Lhose who prefer wrlLLen or verbal
lnformaLlon and producLs eg LapLop
O -eed for cognlLlon
Measures a person's cravlng for or en[oymenL of
Lhlnklng
W lndlvldual wlLh hlgh -C more llkely Lo respond Lo ads
rlch ln producLrelaLed lnformaLlon
W lndlvldual wlLh low -C are more llkely Lo be aLLracLed Lo
Lhe background and more responslve Lo Lhe presence of
Lhe celebrlLy
O Consumer maLerlallsm
O Self cenLered and selflsh
O value acqulrlng and showlng off possesslon
O seek llfesLyle full of possesslon
O lxaLed consumpLlon behavlor
lxaLed consumpLlon behavlor ls ln Lhe realm of normal
and soclally accepLable behavlor
O Compulslve consumpLlon behavlor
AddlcLed" or ouLofconLrol" consumers
Consumer LLhnocenLrlsm Consumer LLhnocenLrlsm
O LLhnocenLrlc consumers feel lL ls wrong Lo
purchase forelgnmade producLs
O 1hey can be LargeLed by sLresslng
naLlonallsLlc Lhemes
eference Croup CuLllne eference Croup CuLllne
O What Is a Group?
O Categor|es of keference Groups
O Se|ected Consumerke|ated keference Groups
O keference Group Appea|s
O Consumer Soc|a||zat|on
O Iam||y Dec|s|on Mak|ng
O 1he Iam||y L|fe Cyc|e
JhaL ls a Croup? JhaL ls a Croup?
O 1wo or more people who lnLeracL Lo
accompllsh elLher lndlvldual or muLual
goals
O A membershlp group ls one Lo whlch a
person elLher belongs or would quallfy for
membershlp
O A symbollc group ls one ln whlch an
lndlvldual ls noL llkely Lo recelve
membershlp desplLe acLlng llke a member
Reference
Group
A person or group
that serves as a point
oI comparison (or
reIerence) Ior an
individual in the
Iormation oI either
general or speciIic
values, attitudes, or
behavior.
8road CaLegorles of 8road CaLegorles of
eference Croups eference Croups
O -ormaLlve eference
Croups
O ComparaLlve
eference Croups
ndirect
Reference
Groups
ndividuals or groups
with whom a person
identiIies but does not
have direct Iace-to-Iace
contact, such as movie
stars, sports heroes,
political leaders, or TV
personalities.
1eens are very 1eens are very
lnfluenced by lnfluenced by
lndlrecL lndlrecL
reference reference
groups groups
webllnk
Ma[or Consumer eference Croups Ma[or Consumer eference Croups
oslLlve lnfluences on ConformlLy oslLlve lnfluences on ConformlLy
Group Character|st|cs
O ALLracLlveness
O LxperLlse
O CredlblllLy
O asL Success
O ClarlLy of Croup Coals
9ersona| Character|st|cs
O 1endency Lo Conform
O -eed for AfflllaLlon
O -eed Lo be Llked
O ueslre for ConLrol
O ear of -egaLlve LvaluaLlon
acLors Lncouraglng ConformlLy acLors Lncouraglng ConformlLy
A eference Croup MusL A eference Croup MusL
O lnform or make Lhe lndlvldual aware of a
speclflc producL or brand
O rovlde Lhe lndlvldual wlLh Lhe opporLunlLy Lo
compare hls or her own Lhlnklng wlLh Lhe
aLLlLudes and behavlor of Lhe group
O lnfluence Lhe lndlvldual Lo adopL aLLlLudes and
behavlor LhaL are conslsLenL wlLh Lhe norms of
Lhe group
O LeglLlmlze Lhe declslon Lo use Lhe same
producLs as Lhe group
1hls ad 1hls ad
compares Lhe compares Lhe
producL Lo a producL Lo a
reference reference
group group
SelecLed Consumer SelecLed Consumer elaLed elaLed
eference Croups eference Croups
O rlendshlp groups
O Shopplng groups
O Jork groups
O vlrLual groups or communlLles
O ConsumeracLlon groups
8rand CommunlLles 8rand CommunlLles
O SaLurn car owners who meeL for reunlons
and barbecues
O Saab owners
O Parleyuavldson Cwner Croups
8rand CommunlLles 8rand CommunlLles
S|nce nonda
cannot compete on
brand commun|ty they
choose to emphas|ze
the fam||y
eference Croup Appeals eference Croup Appeals
O CelebrlLles
O 1he experL
O 1he common man"
O 1he execuLlve and employee
spokesperson
O 1rade or spokescharacLers
O CLher reference group appeals
onsumer
Socialization
The process by which
children acquire the
skills, knowledge, and
attitudes necessary to
Iunction as consumers.
|ght ko|es |n the Iam||y
Dec|s|onMak|ng 9rocess
ROLE ROLE DESR!%ON DESR!%ON
nfluencers amily member(s) who provide inIormation to other members about a
product or service
Gatekeepers amily member(s) who control the Ilow oI inIormation about a
product or service into the Iamily
Deciders amily member(s) with the power to determine unilaterally or jointly
whether to shop Ior, purchase, use, consume, or dispose oI a speciIic
product or service
Buyers amily member(s) who make the actual purchase oI a particular
product or service
!reparers amily member(s) who transIorm the product into a Iorm suitable Ior
consumption by other Iamily members
Users amily member(s) who use or consume a particular product or service
Maintainers amily member(s) who service or repair the product so that it will
provide continued satisIaction.
Disposers amily member(s) who initiate or carry out the disposal or
discontinuation oI a particular product or service
uynamlcs of Pusband uynamlcs of Pusband Jlfe Jlfe
ueclslon Maklng ueclslon Maklng
O PusbanduomlnaLed
O JlfeuomlnaLed
O !olnL
Lqual
SyncraLlc
O AuLonomlc
SollLary
unllaLeral
Lxpandlng ole of Chlldren ln amlly Lxpandlng ole of Chlldren ln amlly
ueclslon Maklng ueclslon Maklng
O Chooslng resLauranLs and lLems ln
supermarkeLs
O 1een lnLerneL mavens
O esLer power
1he amlly Llfe Cycle 1he amlly Llfe Cycle
O 1radlLlonal amlly Llfe Cycle
SLage l 8achelorhood
SLage ll Poneymooners
SLage lll arenLhood
SLage lv osLparenLhood
SLage v ulssoluLlon
O ModlflcaLlons Lhe -onLradlLlonal LC
O 1he dlvlslon of members of a socleLy lnLo
a hlerarchy of dlfferenL sLaLus classes so
LhaL members of each class have elLher
hlgher or lower sLaLus Lhan members of
oLher classes
S0ClAl ClASS S0ClAl ClASS
O ls hlerarchlcal
O ls a naLural form of segmenLaLlon
O rovldes a frame of reference for consumer
behavlour
O eflecLs a person's relaLlve soclal sLaLus
O Soclal classes are homogenous
O Soclal classes are mulLldlmenslons
CHARACTFRlSTlCS 0F S0ClAl CHARACTFRlSTlCS 0F S0ClAl
ClASS ClASS
O sLaLes LhaL lndlvlduals compare Lhelr own
possesslons agalnsL Lhose of oLhers Lo
deLermlne Lhelr relaLlve soclal sLandlng
S0ClAl C0HPARlS0t THF0RY S0ClAl C0HPARlS0t THF0RY
lncome
JealLh
CccupaLlon
HFASuRFHFtT 0F S0ClAl HFASuRFHFtT 0F S0ClAl
ClASSFS ClASSFS
O lL ls smallesL class groups lnLernaLlonal ln
resldence frlendshlp and relaLlonshlp
O lLs member occupy presLlglous occupaLlons such
as large merchanLs flnanclers bankers on ln
hlgher professlons
O 1hls groups someLlmes called as 'old rlch' or 'old
money'
HAT lS uPPFR ClASS HAT lS uPPFR ClASS
O 1he mlddle" 30 of household lncomes
Pouseholds made up of collegeeducaLed adulLs
who use compuLers and are lnvolved ln chlldren's
educaLlon
O Lowermlddle Lo mlddlemlddle based on lncome
educaLlon and occupaLlon (Lhls vlew does -C1
lnclude uppermlddle whlch ls consldered
affluenL)
HAT lS Hl00lF ClASS HAT lS Hl00lF ClASS
O Pouseholds wlLh lower earnlngs conLrol
more Lhan 30 of Lhe LoLal lncome ln Lhe
uS
O 1hese consumers Lend Lo be more brand
loyal Lhan wealLhler consumers
HAT lS 0RKlt6 ClASS HAT lS 0RKlt6 ClASS
S0ClAl ClASS PR0FllF S0ClAl ClASS PR0FllF
O Soclal class ls more dlfflculL Lo measure Lhan lncome
O Many purchase behavlours are relaLed more Lo
lncome Lhan soclal class
O Consumers ofLen use expecLed soclal class for Lhelr
consumpLlon paLLerns
O uual lncomes have changed consumpLlon paLLerns
O lndlvldual dlmenslons of soclal class are someLlmes
beLLer predlcLors of consumer behavlour
llHlTATl0t 0F S0ClAl ClASS llHlTATl0t 0F S0ClAl ClASS