Family & Social Influences on Consumer Behavior

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?

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It Reminds Parents of the Importance of Creating “Quality Time.”

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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.

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

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

as Consumers

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Other Functions of the Family

• Economic well-being• Emotional support• Suitable family lifestyles

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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

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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.

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Social Class Measure and Distribution

SOCIAL CLASSES

Upper

Upper-middle

Middle

Working

Lower

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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

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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