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Consumer Behaviour > Families And Children > Flashcards

Families And Children Flashcards

1
Q

Family household life cycle

A

Social changes have changed lifestyles

Key transitions - marriage, kids, first house, change your consumption habits

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2
Q

Household expenditure

A

2012 - £489

On accommodation, food, fuel and power, transportation, financial devices, communications, alcohol, tobacco, clothing, footwear, household goods, leisure, tourism, chilcare, education, health care

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3
Q

Life cycle and lifestyle

A

Models assume that key events in lifecycle prompt major lifestyle changes (eg birth of child)

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4
Q

Each stage of lifecycle are segments

A

With distinct needs, attitudes and desires (eg average uk spending on child in £10k a year)

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5
Q

Life cycle probs

A

More difficult to get data of life cycle instead of age
Fails to account for dynamic household composition, limited categories ignore acceleration of alternative lifestyles
Fails to explain impact of social trends like changing role of women

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6
Q

Household/family decision roles

A 
Influencer
Information gatherer
Decision maker
Buyer
User
Maintainer
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7
Q

Influencer

A

Express opinions and influences the decision

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8
Q

Information gatherer

A

Collect and control information relevant to the decision

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9
Q

Decision marker

A

Actually determine which good/service will be purchased

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10
Q

Buyer

A

Physically acquired the good /services

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11
Q

User

A

Uses/consumers the good/service

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12
Q

Maintainer

A

Responsible for upkeep

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13
Q

Washing machine example

A

Mum - info gatherer, decision maker, user

Influencer - controls budget, who buys - mum/dad

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14
Q

Child’s clothes

A

Parents - influencer, info gatherer, buyer

Children - decision maker, user

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15
Q

Family decision styles

A

Syncretic/ joint - decisions made by a group or coalition in the household (information flows between household memebers)
Autonomic - decisions made by a single household member, usually the husband/wife/one of adults alone (adherence to conventional norms of authority and preservation of the domestic status quo)

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16
Q

Influences of family decision style

A 
Spouses and children resources
Stage of Family life cycle and role orientation
Involvement and experience
Perceived risk, time pressure
Moral economy (resource sharing)
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17
Q

Influencer triangle

A

Husband
Wife
Children

Capital one - sponsor football, to get male attention - however if they hangs position in influencer then would need to target elsewhere

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18
Q

Targeting information at influences and information gatherers

A

Neal et al

Model

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19
Q

Socialisation of children

A

Consumer socialisation is the ‘process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the market place’
(Ward)

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20
Q

Direct and indirect socialisation

A

Direct - children are purposively trained as customers

Indirect socialisation: more passive learning. Children behaviours are based on modelling of others

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21
Q

Reverse socialisation

A

To what extent to children and young adults in families socialise their parents on the use of new technologies at the consumption process? (Shim et al)
Kids v active on technology so now more ably to have influence on info gathering and influencer

22
Q

Socialising agents

A

Social institutions
Commercial and cultural environment
Family
Peers

(Diagram)

23
Q

Technology

A

Use of tech and social media by children and young people is changing the ways in which they learn about consumption.
What is he influence of different social actors in consumer socialisation process?
How do we achieve good practice?
Not damage children?
Imbalance of power not in children interest

24
Q

Family communication environments

A

‘Socio’ dimension promotes difference to parents, and advocates monitoring and controlling children’s consumption - authoritative approach - telling them what to do - UK - heavily catholic countries

‘Concept’ dimension fosters development of children’s own skills and competence as consumers - parents trying to develop child’s skills - Scandinavia

25
Q

Family communication patterns (Moore and moschis)

A

Proactive parents
Pluralistic parents
Consensual parents
Laissez faire parents

26
Q

Proactive parents

A

Control of Children’s affairs via socio messages (strict)

27
Q

Pluralistic parents

A

Children’s development of autonomous view points stressed with little parental inference (concept)

28
Q

Consensual parents

A

Encourage children to develop autonomous views (concept) as long as parents maintain overall control (socio)

29
Q

Laissez-faire

A

Little parent child communication occurs

30
Q

Children cost from birth to 21 - Solomon

A

£200,000

31
Q

4 variables of FLC

A

Age
Martial status
Presence/absence of children
Age of children

Solomon

32
Q

Consensual purchase (Solomon)

A

Groups agrees on desired purchase

33
Q

Accommodative purchase (Solomon)

A

Different member have different preference or priorities (bargaining, coercion, compromise, power)

34
Q

Teen market (Solomon)

A

May use consumption to rebel against the authority of parents

35
Q

Children consume…

A

50% or more of the family’s total income in a third or urban Chinese fams

36
Q

Education expenses..

A

Entail 46% of families total expenses in middle schools

Flurry and Veeck

37
Q

Who have greatest influence on selection of food and children’s food

A

Mothers (flurry and veeck)

38
Q

What percent prefer branded clothes

A

85% - flurry and veeck

39
Q

Child’s age (flurry and veeck)

A

More influence as age - eg secondary school influence on clothes grows

40
Q

Nurturing mothers are ..

A

More aware of ads aimed at children
Want more regulation
Marketers Barrier of reaching children
Encourage discussion and independent perspectives of child

41
Q

2004-2010 change in time spent on electronic devices for children 8-18 (wisenblit et al)

A

One hour and 17 mins (2004)

7 hours and 38 mins (2010) above 10 hours if count multi tasking

42
Q

Half of children studied have parental rule regarding media

A

Wisenblit et al

43
Q

Consumer socialisation 3 stages (wisenblit et al)

A

Perceptual stage (3-7 yrs, begin to distinguish ads from programmes, associate brand names with product categories)

Analytical stage (7-11 yrs, capture persuasive intent of ads, develop purchase influence and negotiation strategy)

Reflective stage (11-17yrs, become sceptical about ads; understand complex shopping scripts and become capable at influencing purchases

44
Q

By age of 2 children have

A

Been shopping 200 times and have begun to ask for products and brands

45
Q

Children constitute 3 different markets ( Kaur and Singh)

A

The primary
The influencer
The future market

46
Q

Teenagers have more access to the internet and could influence fam decision making

A

Kaur and Singh

47
Q

80% of ads for kids fall within

A

Toys, cereals, candies, and fast food

48
Q

Concerns that ads for cereals, candies and fast foods …

A

Outnumber commercials for nutritional food (Kaur and Singh )

49
Q

Children exert higher influence in high income families

A

Kaur and Singh

50
Q

India and western countries children purchasing power…

A

Indian children don’t have same purchasing power and western countries counterparts but they are still the centre of the universe in the Indian family system and can pull the parents to visit a place time and again

51
Q

American adolescents perceived themselves as

A

More autonomous and self decisive than Indian youngsters.

Consumer Behaviour (3 decks)

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