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Consumer Behaviour > Families > Flashcards

Families Flashcards

1
Q

What are the different structures of households?

A 
One person 
Reconstituted families 
Lone parent
Unmarried habitation 
Multi person households
Traditional family unit
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2
Q

How are families typically distributed

A

Over 50% of households are sized 3-4

This has implications on marketer offerings and on consumer choice and behaviour

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3
Q

What is the family household lifecycle

A

Shows key transitions in our lives
Different stages push you into different consumption habits
Dramatic spending shifts (age difference wen they have children can be important variables)

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4
Q

What are the largest areas of spending typically for households

A

Housing, transport and recreational transport - average of £489 a week
Childcare and education are big areas of spending

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5
Q

What does the family household life cycle assume

A

Key events prompt major lifestyle changes

Each group at each stage of the FLC are market segments with distinct needs, attitudes and desires
E.g average spending on children are 10k per year and 50% the spend on teenage children

Lifestyle stage is a better basis for segmentation that age

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6
Q

What are the criticisms of the FLC

A

Fails to consider dynamic households fails to explain the impact of social trends such as changing roles of women

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7
Q

What are the key household and family decision roles

A

Influencer- express opinions and influences the decision
Information gatherer- collect and control information relevant to th decision
Decision maker- actually determines which good or service will be purchased
Buyer- physically squires good
User-
Maintainer- responsible for upkeep

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8
Q

What are the different family decision styles

A

Syncriatic or joint- decisions made in coalition
Autonomic - decisions made by a single household member
Decisions made with one spouse dominant in the process
Children are increasingly becoming powerful

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9
Q

What are the key influences

A

Stage of FLC and role orientation
Involvement and experience
Perceived risk and time pressure
Moral economy

Influence triangle shows how different members of the family may influence different decisions - marketers need to keep track of how this is moving

E.g capital one always sponsor the football because men are typically associated with the deciding of credit cards

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10
Q

What is the importance of targeting

A

Marketers needs to target both children and parents
Children may be influencers- caution
Parents informations gatherers

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11
Q

What is consumer socialisation

A

The process by which young people acquire skills, knowledge and attributes relevant to their functioning as consumers in the marketplace

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12
Q

What is direct and indirect socialisation

A

Direct- children are purposefully trained as consumers
Indirect- more passive learning- modellig others behaviour

Children have to be taught to be good consumers otherwise they are in danger of becoming susceptible to marketer tricks

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13
Q

What is reverse socialisation

A

The extent to which children in families socialise their parents on he use of new technologies within consumption processes (shim ,2011)

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14
Q

Who are key socialisation agents

A

Social institutions
Commercial and cultural environment
Family
Peers

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15
Q

What are some emerging questions

A

How do marketers achieve good practice in ways that is not damaging to children
How are business using new technologies to engage children
If they don’t have necessary cognitive defences we see an imbalance of power

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16
Q

What does Solomon say about individual decision making process

A

Too simplistic because others can be involved in the problem solving sequence

Traditional family units have declined and increasing emphasis is put on siblings, close friends and other relatives

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17
Q

What does Solomon indicate the costs of keeping a child are

A

Cost of keeping a teenager is £66,000

From birth to 21- £200,000

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18
Q

What are the two different types of household decisions identified by Solomon

A

Consensual- group agrees on desired purchase
Accommodative- different members have different priorities

Bargaining, coercion, compromise and wielding of power are likely to be used to achieve an agreement

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19
Q

What are the factors that influence conflict

A

Interpersonal need - level of investment
Responsibility - for procurement, maintenance and payment
Product involvement and utility- the degree to which the product in question will be used to satisfy a need
Power - degree to which one family member exerts influence over another

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20
Q

What is parental yielding

A

Parental decision maker is influenced by a child’s request and surrenders

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21
Q

What is consumer socialisation

A

The process by which young people acquire skills, knowledge and attitudes relevant to their functioning in the marketplace

22
Q

What are some of the characteristics of the teen market

A

Feel a lot of uncertainty about the self and need to belong and find a unique identity
May use consumption to rebel against the authority of their parents or other socialising agents

23
Q

What do saatchi and saatchi identify as the 4 teenage conflicts

A

Autonomy v belonging- need independence but need to attach themselves to a support structure

Rebellion v conformity- rebel against norms yet still need to be accepted

Idealism v pragmatism -

Narcissm v intimacy

24
Q

What are the factors that help determine joint or individual decisions

A

Sex roles
Spousal resources
Experience
Socio economic - middle class

25
Q

What do flurry and Veeck find

A

Children consume 50% or more of families total income for one third of Chinese families
Children may have their own discretionary income
85% prefer brand names
Important to buy certain products to compete with classmates

26
Q

What is compensation syndrome

A

Parents may take pleasure in being able to provide children with the goods they never had
May also compensate for the time they have to go to work with material goods

27
Q

What do Flurry and Veek find about family decision making

A

58% believe their parents give consideration to children’s decisions regarding children’s affairs
34% of parents encourage child decision making
Children are emerging as greater sources of information meaning they are likely to become more influential
Some parents are believed to actively consult children for advise

28
Q

What do flurry and veek conclude about children’s influence

A

They have greater influence over products of their own consumption
Exert more influence over food
Overall influence of children may be exaggerated in the media
Despite the popular image of the little emporer, parents continue to exercise control over children’s purchases
Children exert increasing influence as they mature

29
Q

What are some key points Wisenblit, priluck and pirog raise

A

Children spend an average of 7 hours 38 mins with a tv computer or mobile a day
Media consumption provides marketers with increasing opportunity to target children and influence purchase behaviour
Food and beverages have been a particular public policy concern
Such marketing has undermined parental authority

30
Q

What is consumer socialisation and the 3 stages identified by John (1999)

A

Process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the market - ward 1972

Perceptual stage- distinguish ads, associate brand and understand basic consumption

Analytical stage- capture persuasive intent, develop purchase influence and negotiation strategies

Reflective stage- children understand as tactics, become skeptics about ads

31
Q

What do wisenblit conclude

A

Nurturing parents are more involved with children’s viewings
Permissive and strict parents may feel they are fighting a strict battle against the nag factor
Nurturing parent present a barrier to reaching children

Marketers who deal honestly will be much more successful in appealing to nurturing mothers

32
Q

What are reference groups

A

Those groups that are used by a person as a basis for comparison and guidance when formulating beliefs, attitudes and behaviours

33
Q

What is a contractual or associative group I

A

Close groups with which we interact regularly and where there is a degree of proximity

34
Q

What are the different references group influences

A

Informational- when a consumer uses a reference group to actively get information from opinion leaders or expert groups

Utilitarian- when a person is influenced in their choice of brand by which the preferences of those with whom they socialise with including familiarly members

Value expressive- someone buys a particular brand to engage their image and because they admire the characteristics of people who use it

35
Q

What is conformity

A

Adoption of behaviour resulting from realnor perceived pressures to comply with a person or group

36
Q

What are Mann’s 4 types of conformity

A

Normative- wants to fit in
Informational - look for guidance
Compliance- changing behaviour to fit in but privately disagreeing
Internalisation- attitudinal and behaviour change

37
Q

What are the different types of power

A 
Reward power
Coercive power- threat of punishment 
Legitimate power 
Expert power
Fervent power
Informational power
38
Q

What is a. Market maven

A

Collectors of information but they use this information and want to start discussions with others or respond to requests

39
Q

What are opinion leaders

A

Individuals who exert an unequal amount of influence on the decisions of others

40
Q

What is the family financial officer

A

Keeps track of the family bills and decides how any surplus funds will be spent

41
Q

What are the five stages of customer development outlined my Solomon

A 
Observing 
Making requests
Making selections 
Making assisted purchase 
Making independent purchases
42
Q

What is an age cohort

A

Consists of people of similar ages who have undergone similar experiences and share memories and cultural hero

Can be used to appeal nostalgia

43
Q

What do kauer and Singh identify

A

Children enjoy greater discretion not only not in making routine consumption decisions but persisting parents buy the products desired by them

The more assertive the child the more likely the mother will buy the brand

Children do not impact instrumental decisions but they do impact expressive

44
Q

What is parental style

A

Constellation of attitudes towards the child that are communicated to the child, that taken together, create an emotional climate in which parents behaviours are expressed

45
Q

What are media effects on children

A

80% of ads fall within toys, cereals, candies and fast food

Jensen- purchase requests are strongly stimulated by commercials

46
Q

What is McLeod and chaffes typilogybof parent child communication

A

Socio orientated dimension- emphasises parental control
Concept orientated- children are encouraged to develop their own ideas and express views more openly

Laissez faire- neither two of dimensions
Protective- emphasise socio orientated
Pluralistic- stress concept
Consensual- both

47
Q

What is generation rent

A

With many children being priced out of the market they are staying at home longer and are this assuming more purchase responsibility

48
Q

What proportion of parents thing advertising is harmful to children

A

3/5

49
Q

What does kozinets ey al say about wom

A

Marketers spent more than 1.54 billion on women qcivities in 2008
Wom affects the majority of all purchase decisions

Conversations among buyers were more important than marketing communications in influencing adoption

Wom is based on the assumption that marketers can harness the credibility of consumer to consumer wom

50
Q

What is the main purpose of the FLC

A

Combines income trends and family consumption with changes in demand placed upon this income

Consumer Behaviour (4 decks)

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