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    Family & Social Class (Compatibility Mode)

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    Urmi Mehta
    Consumer Socialization is the process by Which Children Acquire the skills, knowledge, and attitudes necessary to function as consumers. How do marketers influence consumer socialization? At what point would it be unethical?

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    Family & Social Class (Compatibility Mode)

    Uploaded by

    Urmi Mehta
    32 views4 pages
    Consumer Socialization is the process by Which Children Acquire the skills, knowledge, and attitudes necessary to function as consumers. How do marketers influence consumer socialization? At what point would it be unethical?

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    Family & Social Class [Compatibility Mode]

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    Consumer Socialization is the process by Which Children Acquire the skills, knowledge, and attitudes necessary to function as consumers. How do marketers influence consumer socialization? At what point would it be unethical?

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views4 pages

    Family & Social Class (Compatibility Mode)

    Uploaded by

    Urmi Mehta
    Consumer Socialization is the process by Which Children Acquire the skills, knowledge, and attitudes necessary to function as consumers. How do marketers influence consumer socialization? At what point would it be unethical?

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    2/17/2013

    As You See It, What Is the Main Family Message of This Ad?
    The Family and Its Social Class Standing

    It Reminds Parents of the Importance of Creating Quality Time.


    The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.

    Consumer Socialization

    Discussion Questions
    How do marketers influence consumer socialization? Does this seem unethical? At what point would it be unethical?

    What Is the Name and Definition of the Process Depicted in This Ad?

    2/17/2013

    Consumer Socialization - the Process by Which Children Acquire the Skills, Knowledge, Attitudes, and Experiences Necessary to Function as Consumers

    A Simple Model of the Socialization Process

    Other Functions of the Family


    Economic well-being Emotional support Suitable family lifestyles

    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 Pester power

    The Family Life Cycle


    Traditional Family Life Cycle
    Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Postparenthood Stage V: Dissolution

    To Which Stage of the Family Life Cycle Does This Ad Apply, and Why?

    Modifications - the Nontraditional FLC

    2/17/2013

    Bachelorhood The Target Consumer Is Not Yet Married

    Which Subgroup of Empty Nesters Does This Ad Most Likely Target?

    The ones who are would like to pursue new interests and fulfill unsatisfied needs

    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.

    Social Class Measure and Distribution

    Social Class Measurement


    Subjective Measures

    SOCIAL CLASSES and PERCENTAGE Upper Upper-middle Middle Lower Middle Lower 4.3% 13.8% 32.8% 32.3% 16.8%

    individuals are asked to estimate their own socialclass positions

    Objective Measures
    individuals answer specific socioeconomic questions and then are categorized according to answers

    2/17/2013

    Geodemographic Clusters

    A composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets.

    Consumer Behavior and Social Class


    Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication

    Thank You

    21

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