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154    PART 3    CONNECTING WITH CUSTOMERS



                                                            than a shop—loud music plays and dark walls have bulletin boards
                                                            displaying concert flyers and staff music picks. Hot Topic also hosts free
                                                            acoustic shows, called Local Static, showcasing local bands and has
                                                            created a music-related social network site, ShockHound.com. Hot Topic
                                                            can catch trends and launch new hip clothing and hard-to-find pop culture
                                                            merchandise in six to eight weeks, literally months before traditional
                                                            competitors using off-shore suppliers. 6



                                                            FAMILY The family is the most important consumer buying
                                                            organization in society, and family members constitute the most
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                                                            influential primary reference group. There are two families in the
                                                            buyer’s life. The  family of orientation consists of parents and
                                                            siblings. From parents a person acquires an orientation toward
                                                            religion, politics, and economics and a sense of personal ambition,
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                                                            self-worth, and love. Even if the buyer no longer interacts very
        Hot Topic works hard to stay on                     much with his or her parents, parental influence on behavior can be
        top of what’s new and what    significant. Almost 40 percent of families have auto insurance with the same company as the
        matters with its core youth   husband’s parents.
        audience—especially in music.   A more direct influence on everyday buying behavior is the family of procreation—namely, the
                                      person’s spouse and children. In the United States, husband–wife engagement in purchases has
                                      traditionally varied widely by product category. The wife has usually acted as the family’s main pur-
                                      chasing agent, especially for food, sundries, and staple clothing items. Now traditional purchasing
                                      roles are changing, and marketers would be wise to see both men and women as possible targets.
                                        For expensive products and services such as cars, vacations, or housing, the vast majority of hus-
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                                      bands and wives engage in joint decision making. Men and women may respond differently to
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                                      marketing messages, however. Research has shown that women value connections and relation-
                                      ships with family and friends and place a higher priority on people than on companies. Men, on the
                                      other hand, relate more to competition and place a high priority on action. 11
                                        Marketers are taking more direct aim at women with new products such as Quaker’s Nutrition
                                      for Women cereals and Crest Rejuvenating Effects toothpaste. In 2003, Sherwin-Williams launched
                                      a Dutch Boy easy-to-use “Twist and Pour” paint can targeted specifically at women. Priced $2
                                      higher than the same paint in traditional metal containers, the new product helped the company
                                      triple its revenue. 12
                                        Another shift in buying patterns is an increase in the amount of dollars spent and the direct and
                                      indirect influence wielded by children and teens. Direct influence describes children’s hints,
                                      requests, and demands—“I want to go to McDonald’s.”Indirect influence means that parents know
                                      the brands, product choices, and preferences of their children without hints or outright requests
                                      (“I think Jake and Emma would want to go to McDonald’s”).
                                        Research has shown that more than two-thirds of 13- to 21-year-olds make or influence family
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                                      purchase decisions on audio/video equipment, software, and vacation destinations. In total, these
                                      teens and young adults spend over $120 billion a year. They report that to make sure they buy the
                                      right products, they watch what their friends say and do as much as what they see or hear in an ad
                                      or are told by a salesperson in a store. 14
                                        Television can be especially powerful in reaching children, and marketers are using it to target
                                      them at younger ages than ever before with product tie-ins for just about everything—Disney char-
                                      acter pajamas, retro G.I. Joe toys and action figures, Harry Potter backpacks, and High School
                                      Musical playsets.
                                        By the time children are around 2 years old, they can often recognize characters, logos, and
                                      specific brands. They can distinguish between advertising and programming by about ages 6 or 7.
                                      A year or so later, they can understand the concept of persuasive intent on the part of advertisers.
                                      By 9 or 10, they can perceive the discrepancies between message and product. 15
                                      ROLES AND STATUS We each participate in many groups—family, clubs, organizations.
                                      Groups often are an important source of information and help to define norms for behavior.
                                      We can define a person’s position in each group in terms of role and status. A role consists of the
                                      activities a person is expected to perform. Each role in turn connotes a status. A senior vice
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