1. Family & Social Influences on Consumer Behavior

2. Nonfamily Households:
Married couple,
Nuclear family,
Extended family
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders

3. 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

4. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Family Life Cycle

5. As You See It, What Is the Main “Family Message” of This Ad?

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

7. Family Types of families Changes in household spending patterns
Nuclear
Extended
Single-parent
Changes in household spending patterns
There are many different types of families. The nuclear family is two parents and at least one child. If the household has at least one grandparent, it is called an extended family. In addition, there is an increasing number of single-parent households. There are changes that have an effect on spending patterns. With more women working, many households have double income. In addition, families are shopping for time-saving products and services since they have less time at home.
Chapter Ten Slide

8. Consumer Socialization
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
Parents teach their children basic values and modes of behavior. These include moral and religious principles, as well as everyday skills such as manners and speech, grooming, and interpersonal skills. Do parents teach children consumption skills? Absolutely, they learn about spending versus savings, how to shop, and how to make purchase decisions. Children today are exposed to marketing messages at a very young age, especially through television advertising and the Internet.

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

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

11. Other Functions of the Family
Economic well-being
Emotional support
Suitable family lifestyles
In addition to socialization , the family provides other functions. The family provides economic security to its members, emotional support, and a way to share common goals and experiences.

12. Family decision making and Consumption roles
Influencer
Gatekeeper
Decider
Buyer
Preparers
Users
Maintainers
Disposer

13. 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
Husbands and wives often need to make decisions together. The way they balance their influence will differ as to whether it is joint, single, or dominated by one member. The balance between the husband and wife will differ from culture to culture. Furthermore, kids are very involved in family decision making. We are seeing an increase in this as kids are given more responsibility and are exposed to more media. Because kids are online so much, they are constantly finding information on products that they will share with the family. And kids don’t give up easily; when they want something they will ask many times. We say kids have pester power because they don’t give up and ask so many times.

14. Expanding roles of Children
Pressure tactics
Upward appeals
Exchange
Coalition
Ingratiating
Rational persuasion
Inspirational appeal
Consultation

15. The Family Life Cycle Traditional Family Life Cycle
Stage I: Bachelorhood
Stage II: Honeymooners
Stage III: Parenthood
Stage IV: Post parenthood
Stage V: Dissolution

16. 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.
Here is a definition of social class. A description of the classes and their names will be provided in the following slide.

17. Social Class Measure and Distribution
SOCIAL CLASSES
Upper
Upper-middle
Middle
Working
Lower

18. 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
Researchers measure social class either by subjective or objective measures. In the subjective, people estimate their own class whereas in the objective measures, researchers use common objective measures, which are seen on the following slide.

19. Social Class Profile Upper-upper class Lower upper class
Upper middle class
Lower middle class
Upper lower class
Lower- lower class

20. Consumer Behavior and Social Class
Clothing, Fashion, and Shopping
The Pursuit of Leisure
Saving, Spending, and Credit
Social Class and Communication
Social class is important to keep in mind for marketers. Consumers of different social classes purchase clothes and spend their leisure time with different activities. In addition, different social classes tend to view savings vs. spending differently and will view different television shows and visit different websites.