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COPYRIGHT © 2012 Cengage Learning Asia Culture, Ethnicity, Social Class, Family and Household Influences Week 8& 9 CHAPTER 9.

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Presentation on theme: "COPYRIGHT © 2012 Cengage Learning Asia Culture, Ethnicity, Social Class, Family and Household Influences Week 8& 9 CHAPTER 9."— Presentation transcript:

1 COPYRIGHT © 2012 Cengage Learning Asia Culture, Ethnicity, Social Class, Family and Household Influences Week 8& 9 CHAPTER 9

2 COPYRIGHT © 2012 Cengage Learning Asia A) What Is Culture? A set of values, ideas, artifacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members of society Act as a blueprint of human activity, determining coordinates of social action and productive activity A set of socially acquired behavior patterns transmitted symbolically through language and other means to the members of a particular society VALUE: A principle, standard, considered worthwhile or desirable NORMS: a standard, rules. model or pattern.

3 COPYRIGHT © 2012 Cengage Learning Asia Characteristics Influenced by Culture Sense of self and space Communication and language Dress and appearance Food and feeding habits Time and time consciousness Relationships Values and norms Beliefs and attitudes Mental processes and learning Work habits and practices Used to define and differentiate cultures

4 COPYRIGHT © 2012 Cengage Learning Asia Values and Norms Norms: rules of behavior held by a majority or at least a consensus of a group about how individuals should behave Cultural (social) values: values shared broadly across groups of people Personal values: terminal (goals) or instrumental (behaviors) beliefs of individuals Important element of culture Socialization: the process by which people develop their values, motivations, and habitual activity The Values Transfusion Model shows how the values of a society are reflected in families, religious institutions, and schools, all of which expose and transmit values to individuals How do people get their values? Example of norms: Norms of politeness, norms of fairness, norms of appropriate dress, norms of behavior in business meetings, norms of gendered behavior, and norms of body language and tone of voice in police work.

5 COPYRIGHT © 2012 Cengage Learning Asia Values of Society Religious Institutions Early Lifetime Experiences Family Educational Institutions Society of Future Individual Internalized (to take and be part) Values PeersMedia The Values Transfusion Model InfluencesInfluences

6 COPYRIGHT © 2012 Cengage Learning Asia In reality…. Adapting Strategies to Changing Cultures Culture is adaptive, and marketing strategies based on values of society must also be adaptive. Ex. Food transition from heavy to light; cook and fast- food Marketers must address consumer socialization: the acquisition of consumption-related cognitions, attitudes, and behavior Advertising and marketing efforts have difficulty changing behaviors or norms learned early in life. Ex; exotic food How?

7 COPYRIGHT © 2012 Cengage Learning Asia B) How Culture Affects Consumer Behavior?

8 COPYRIGHT © 2012 Cengage Learning Asia C) Changing Values Society’s values change continuously even though core values are relatively permanent Life-cycle explanation: values change according to life- cycle (as individuals grow older, their values change) Theory of behavioral assimilation: Younger people grow into the values of their parents as they get older Generational change: gradual replacement of existing values by those of young people who form the leading generation in value terms. Retain the value of young people and replace value of older consumers. Forecast Changing values = depends on elements in the Cultural Transfusive Triad (family, religious, educational) and early lifetime experiences (age related microcultures)!!!!!

9 COPYRIGHT © 2012 Cengage Learning Asia Cultural Transfusive Triad Family Religious Educational Less time for in-home or parent-child influence Increasing divorce rates Isolated nuclear family (geographic separation of generations) Traditional churches and religions have seen a decline in loyalty Increase in non-Christian religions A shift from traditional religion to spirituality Women are more religious Dramatic increase in formal education Digital learning has increased in popularity

10 COPYRIGHT © 2012 Cengage Learning Asia Influence of Age-Related Microcultures on Values

11 COPYRIGHT © 2012 Cengage Learning Asia

12 D) Social Class Microcultures Def: individuals or families sharing similar values, lifestyles, interests, wealth, status, education, economic positions, and behavior Status groups: reflect community’s expectations for style of life among each class as well as the positive or negative social estimation of honor given to each class Important production and acquisition of goods lifestyles and consumption of goods

13 COPYRIGHT © 2012 Cengage Learning Asia Social Stratification Def: perceived hierarchies in which consumers rate others as higher or lower in social status Achieved status: earn a higher status due to work or study Ascribed status: lucky to be born wealthy or beautiful Social mobility: process of passing from one social class to another Parody display: the mockery/ contempt of status symbols and behavior (upper class individuals using the word “ain’t” to proclaim distaste)

14 COPYRIGHT © 2012 Cengage Learning Asia Positioning Based on Social Class Middle class consumers with simple, sleek ads

15 COPYRIGHT © 2012 Cengage Learning Asia E) The Importance of Families and Households on Consumer Behavior Extended family: nuclear family, plus other relatives such as grandparents, uncles and aunts, cousins, and parents-in-law Family of orientation: family into which one is born Family of procreation: family established by marriage Some families are extending these definitions to include pets Family: a group of two or more persons related by blood, marriage, or adoption who reside together Nuclear family: immediate group of father, mother, and children living together © AP/Wide World Photos Household: all persons, both related and unrelated, who occupy a housing unit

16 COPYRIGHT © 2012 Cengage Learning Asia Cohesion: emotional bonding between family members Adaptability: ability of a family to change its power structure, role relationships, and relationship rules in response to situational and developmental stress Communication: facilitating dimension, critical to movement on the other two dimensions. Positive communication help family to share their needs + adaptability Sociological dimensions of how families make consumer decision

17 COPYRIGHT © 2012 Cengage Learning Asia Who Determines What the Family Buys? Instrumental roles: financial, performance, and other functions performed by group members (also known as functional or economic roles) Expressive roles: involve supporting other family members in the decision-making process and expressing the family’s aesthetic or emotional needs including upholding family norms Role Behaviour IndividualSpousal

18 COPYRIGHT © 2012 Cengage Learning Asia Individual roles in family purchases Initiator/gatekeeper: initiator of family thinking about buying products and gathering information to aid decisions Influencer: individual whose opinions are sought concerning criteria and which products or brands most likely to fit those criteria Decider: person with the financial authority or power to choose how the family’s money will be spent on which products and brands Buyer: person who acts as the purchasing agent by visiting the store, calling suppliers, writing checks, bringing products into the home and so on User: person or persons who use the product

19 COPYRIGHT © 2012 Cengage Learning Asia Spousal roles in buying decisions Autonomic: an equal number of decisions is made by each spouse, but each decision is individually made by one spouse or the other Husband dominant: the husband or male head-of- household makes a majority of the decisions Wife dominant: the wife or female head-of-household makes a majority of the decisions Joint: most decisions made with equal involvement by both spouses

20 COPYRIGHT © 2012 Cengage Learning Asia F) Family Life Cycles Family life cycle (FLC) : the process of families passing through a series of stages that change them over time The FLC is an important predictor of family or household spending

21 COPYRIGHT © 2012 Cengage Learning Asia Marriage Trends Delaying age of marriage Increased incidence of cohabitation before marriage Over half of marriages end in divorce Changing Family and Household Structure

22 COPYRIGHT © 2012 Cengage Learning Asia G) Changing Roles of Women Female consumers now outnumber male consumers as women tend to liver longer than men do Female employment outside the home increases income and family buying power, but it may also increase expenditures for specific items such as child care, clothing, food away from home, and gasoline

23 COPYRIGHT © 2012 Cengage Learning Asia H) Changing Masculine Roles Roles of men in families are changing substantially as well Men are more involved in family functions and household activities Men may buy items traditionally purchased by women (groceries) Many men are achieving gender role transcendence and use products previously seen as “feminine”

24 COPYRIGHT © 2012 Cengage Learning Asia I) Children and Household Consumer Behavior Children reduce parents’ participation in the labor force, change how families spend their money and reduce the amount of time and money available for leisure


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