Chapter 10

Question 1

What are the types of families?

Answer 1

1. The couple (married/unmarried partners in a household)
2. Nuclear family (Father, mother, and children)
3. Extended family (multi-generational households)
4. Single-parent households (predominantly female-headed)
5. Child-headed / grand-mother headed households

Question 2

What are the reasons why a nuclear family may not exist?

Answer 2

= South Africa’s history of Apartheid and migrant labour laws that separated families
= The AIDS pandemic
= The culture of taking care of elders (Prominent in African cultures

Question 3

How have spending patterns of South African households changed? (long)

Answer 3

Growth in the black middle class and are now largest group with regard to spending - increased consumption expenditure of clothing and footwear transport and miscellaneous goods and services and in housing expenditure while the expenditure share food is on the decline.
White families have the highest average income however the income remained largely stagnant in growth terms
Female headed households are 40% of households and the average annual income is much lower.

Question 4

How are family members socialised?

Answer 4

The socialisation of family members is a central family function, this process includes imparting to children the basic values and behaviour consistent with the culture.
these include moral and religious principles, interpersonal skills, hygiene, dress grooming standards appropriate manners and speech, and the selection of suitable education and goals

Question 5

What is consumer socialisation and what does it entail?

Answer 5

The process by which children acquire the skills, knowledge, attitude’s, and experiences necessary to function as consumers
 Occurs through observation of parents that functions as role models and cues of basic consumption learning
 Children react positively to advertisements with a parental tone
 Teenagers react positively to advertisements that shows disapproval of parents
 Shared shopping experiences between a parent and a child can also influence consumer socialisation of children

Question 6

Define socialisation agent

Answer 6

A person or organisation involved in the socialisation process.

Question 7

Give examples of adult consumer socialisation

Answer 7

family welcoming a new pet into their home

Question 8

define and give examples of intergenerational socialisation

Answer 8

The transferring of certain product loyalties or brand preferences from one generation to another. for example certain products such as peanut butter or soap.

Question 9

What are some other functions of the family?

Answer 9

1. Economic well being
2. emotional support
3. suitable family lifestyles

Question 10

Explain the dynamics of husband-wife decision making

Answer 10

• Classification of decision makers include Husband-dominated, wife-dominated,
  joint, and autonomic categories (See definitions)
• The relative influence of husband and wife on consumer decisions depend on the
  product and service category
• Culture influences can also determine husband-dominated or wife-dominated
  Decisions

Question 11

Explain the expanding role of children in family decision-making

Answer 11

Children play a more active role in what the family buys as well as in the family decision making process. this is a result of families having fewer children, more dual-income couples, and the encouragement to allow children to express themselves

Question 12

Define the teen Internet maven

Answer 12

teenagers who spend considerable time on the Internet and know how to search for and find information, and respond to requests from others to provide information. they are highly influential in regards to family decision making.

Question 13

What are the five steps of the traditional family cycle?

Answer 13

Stage 1. Bachelorhood – Young single adult living apart from parents
Stage 2. Honeymooners – Young married couple
Stage 3. Parenthood – Married couple with at least one child living in the home
Stage 4. Post parenthood – An older married couple with no children living at home
Stage 5. Dissolution – One surviving spouse

Question 14

Expand upon stage one- bachelorhood

Answer 14

• Individual has moved out of house and works/studies
• Segment has a lot of money to spend on themselves
• Chooses to spend most of the income on rent, basic home furnishings, travel, and entertainment
• Engaged/soon-to-be-married couples are often targets of marketing due to combined income

Question 15

Expand upon stage two- honeymooners

Answer 15

= Newly married couples until they become parents
= Considerable amount of starting up expenses such as appliances, furniture, and accessory items
= can make more purchases of more possessions or can save or invest their extra income

Question 16

Expand upon stage 3 -parenthood

Answer 16

> This stage starts if a couple has their first child
This stage also extends over a 20-year period
In this phase, the preschool phase, primary school phase, high school phase, and tertiary education phase
Income changes quite often:
1. Progress in career
2. Expenses on educational responsibilities

Question 17

Expand upon stage 4 post-parenthood

Answer 17

✓ Parents start to do activities that they couldn’t do with the children in the house
(empty nest syndrome)
✓ Individuals might experience more leisure time (Keener to travel)
✓ Successful retirement will only be observed if savings and investments were
Secured

Question 18

Expand upon stage five dissolution

Answer 18

Occurs when one spouse dies
The surviving spouse will live an economic lifestyle
Many surviving spouses may also seek each other out for companionship