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Family & Social Influences on Consumer Behavior. Households. Family Households: Married couple, Nuclear family, Extended family. Households. Nonfamily Households: Unmarried couples, Friends/ Roommates, Boarders. The Family Life Cycle. Traditional Family Life Cycle - PowerPoint PPT Presentation
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Family & Social Influences on Consumer Behavior
Households
Households
Family Households: Married couple, Nuclear family, Extended family
Nonfamily Households: Unmarried couples,
Friends/ Roommates, Boarders
The Family Life Cycle
• Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Postparenthood– Stage V: Dissolution
• Modifications - the Nontraditional FLC
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Family Life Cycle
As You See It, What Is the Main “Family Message” of This Ad?
5
It Reminds Parents of the Importance of Creating “Quality Time.”
6
Family
• Types of families– Nuclear– Extended– Single-parent
• Changes in household spending patterns
7Chapter Ten Slide
Consumer Socialization
The process by which children acquire the
skills, knowledge, and attitudes necessary to
function as consumers.
8
What Is the Name and Definition of the Process Depicted in This Ad?
9
Consumer Socialization - the Process by Which Children Acquire the Skills, Knowledge, Attitudes, and Experiences Necessary to Function
as Consumers
10
Other Functions of the Family
• Economic well-being• Emotional support• Suitable family lifestyles
11
Family decision making and Consumption roles
• Influencer• Gatekeeper• Decider• Buyer• Preparers• Users• Maintainers• Disposer
Family Decision Making
• Dynamics of Husband-Wife Decision Making– Husband-Dominated– Wife-Dominated
• Expanding Role of Children In Family Decision Making– Choosing restaurants and items in supermarkets– Teen Internet mavens– Pester power
13
Expanding roles of Children
• Pressure tactics• Upward appeals• Exchange• Coalition• Ingratiating• Rational persuasion• Inspirational appeal• Consultation
The Family Life Cycle
• Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Post parenthood– Stage V: Dissolution
Social Class
The division of members of a society
into a hierarchy of distinct status classes,
so that members of each class have either higher or lower status than members of other
classes.
16
Social Class Measure and Distribution
SOCIAL CLASSES
Upper
Upper-middle
Middle
Working
Lower
17
Social Class Measurement
• Subjective Measures– individuals are asked to estimate their own social-
class positions• Objective Measures– individuals answer specific socioeconomic
questions and then are categorized according to answers
18
Social Class Profile
• Upper-upper class• Lower upper class• Upper middle class• Lower middle class• Upper lower class• Lower- lower class
Consumer Behavior and Social Class
• Clothing, Fashion, and Shopping• The Pursuit of Leisure• Saving, Spending, and Credit• Social Class and Communication