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7/31/2019 T8 Family & Social Class
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Family, Social
Class and
Consumer
Behavior
ADVANCED
CONSUMER BEHAVIOR
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Dr Catherine Bachleda: MKT 5399
A Simple Model of Consumer Decision Making
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By the end of this lecture you should be able to:
1. Explain the changing nature of families, including their
composition and spending patterns.
2. Explain the socialization process and other roles of the family.
3. Explain the dynamics of family consumption decision making.
4. Explain social class, its measures, its groupings and its role in
consumer behavior.
5. Critically analyze:
The influence of various family members on consumption
decisions.
Measures of social class.
Learning Outcomes
Dr Catherine Bachleda: MKT 5399
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Family: Traditionally defined as two or more persons related
by blood, marriage, or adoption who reside together.
Nowadays more aptly defined as: members of the most basic
social group who live together and interact to satisfy their
personal and mutual needs.
There are four main types of family:
Married Couple Nuclear
Extended Single-parent
The predominant form of family is largely influenced by theculture within which the families exist.
Household spending patterns have changed.
The Changing Family
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Consumer Socialization: The process by which children acquire the
skills, knowledge, and attitudes necessary to function as consumers.
Family and Consumer Socialization
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In addition to socialization, thefamily provides other functions
including:
Economic well-being
Emotional support
Suitable family lifestyles
Other Functions of the Family
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The roles that individuals play in the consumption process in
multi-person households typically fall into the following eight
categories:
1. Influencer
2. Gatekeeper
3. Decider
4. Buyer
5. Preparer
6. User
7. Maintainer
8. Disposer
Family Consumption Decisions: Roles
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Family consumption decisions can also be classified as:
Husband dominated
Wife dominated
Joint
Autonomic
The extent and nature of husband-wife influence in family
decisions depend in part on the specific product or service
and cultural influences.
More recently there has been a trend toward children
playing a more active role in what the family buys, as well
as in the family decision-making process.
Family Consumption Decisions
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Social Class: The division of members of a society into a hierarchy of
distinct status classes, so that members of each class have eitherhigher or lower status than members of other classes.
Status reflects the relative rankings of members of each social class
in terms of specific status factors.
Social class membership often serves as a frame of reference for thedevelopment of consumer attitudes and behavior.
Most societies have three major types of social class: high, middle
and lower. However the size and composition of the classes depend
upon the relative prosperity of a particular country.
Social Class
Japanese ModelUS Model Indian Model
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Researchers measure social class either by:
Subjective measures: individuals are asked to estimate theirown social-class positions
Objective measures: individuals answer specific socioeconomic
questions and then are categorized according to answers:
Single-variable indexes such as:
o Occupation
o Education
o Income Composite-variable indexes:
o Index of Status Characteristics
o Socioeconomic Status Score
Social Class Measurement
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Class Application: Decision Making
In small groups:
Read the decision-making case on page 125-126 of the text.
Be prepared to identify the characters in the case who are
playing each of the following roles:
1. Influencer 2. Gatekeeper
3. Decider 4. Buyer
5. Preparer 6. User
7. Maintainer 8. Disposer
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Homework for Tutorial
Read the following articles (available on Jenzabar):
1. Mittal, B & Royne, M. (2010) Consuming as a family: Modes of
intergenerational influence on young adults,Journal of
Consumer Research, 9: 239-257.
2. Hamilton, K & Catterall, M. (2006) Consuming love in poor
families: Childrens influence on consumption decisions,Journal
of Marketing, 22: 1031-1052.
3. Coleman, R. (1983) The continuing significance of social class to
marketing,Journal of Consumer Research, 10: 265-279.
Be prepared to discuss:
the influence of parents on their childrens consumption decisions
the influence of children on parents consumption decisions; and
the problems with measures of social class.