Families And Children Flashcards
Family household life cycle
Social changes have changed lifestyles
Key transitions - marriage, kids, first house, change your consumption habits
Household expenditure
2012 - £489
On accommodation, food, fuel and power, transportation, financial devices, communications, alcohol, tobacco, clothing, footwear, household goods, leisure, tourism, chilcare, education, health care
Life cycle and lifestyle
Models assume that key events in lifecycle prompt major lifestyle changes (eg birth of child)
Each stage of lifecycle are segments
With distinct needs, attitudes and desires (eg average uk spending on child in £10k a year)
Life cycle probs
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
Household/family decision roles
Influencer Information gatherer Decision maker Buyer User Maintainer
Influencer
Express opinions and influences the decision
Information gatherer
Collect and control information relevant to the decision
Decision marker
Actually determine which good/service will be purchased
Buyer
Physically acquired the good /services
User
Uses/consumers the good/service
Maintainer
Responsible for upkeep
Washing machine example
Mum - info gatherer, decision maker, user
Influencer - controls budget, who buys - mum/dad
Child’s clothes
Parents - influencer, info gatherer, buyer
Children - decision maker, user
Family decision styles
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)
Influences of family decision style
Spouses and children resources Stage of Family life cycle and role orientation Involvement and experience Perceived risk, time pressure Moral economy (resource sharing)
Influencer triangle
Husband
Wife
Children
Capital one - sponsor football, to get male attention - however if they hangs position in influencer then would need to target elsewhere
Targeting information at influences and information gatherers
Neal et al
Model
Socialisation of children
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)
Direct and indirect socialisation
Direct - children are purposively trained as customers
Indirect socialisation: more passive learning. Children behaviours are based on modelling of others
Reverse socialisation
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
Socialising agents
Social institutions
Commercial and cultural environment
Family
Peers
(Diagram)
Technology
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
Family communication environments
‘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
Family communication patterns (Moore and moschis)
Proactive parents
Pluralistic parents
Consensual parents
Laissez faire parents
Proactive parents
Control of Children’s affairs via socio messages (strict)
Pluralistic parents
Children’s development of autonomous view points stressed with little parental inference (concept)
Consensual parents
Encourage children to develop autonomous views (concept) as long as parents maintain overall control (socio)
Laissez-faire
Little parent child communication occurs
Children cost from birth to 21 - Solomon
£200,000
4 variables of FLC
Age
Martial status
Presence/absence of children
Age of children
Solomon
Consensual purchase (Solomon)
Groups agrees on desired purchase
Accommodative purchase (Solomon)
Different member have different preference or priorities (bargaining, coercion, compromise, power)
Teen market (Solomon)
May use consumption to rebel against the authority of parents
Children consume…
50% or more of the family’s total income in a third or urban Chinese fams
Education expenses..
Entail 46% of families total expenses in middle schools
Flurry and Veeck
Who have greatest influence on selection of food and children’s food
Mothers (flurry and veeck)
What percent prefer branded clothes
85% - flurry and veeck
Child’s age (flurry and veeck)
More influence as age - eg secondary school influence on clothes grows
Nurturing mothers are ..
More aware of ads aimed at children
Want more regulation
Marketers Barrier of reaching children
Encourage discussion and independent perspectives of child
2004-2010 change in time spent on electronic devices for children 8-18 (wisenblit et al)
One hour and 17 mins (2004)
7 hours and 38 mins (2010) above 10 hours if count multi tasking
Half of children studied have parental rule regarding media
Wisenblit et al
Consumer socialisation 3 stages (wisenblit et al)
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
By age of 2 children have
Been shopping 200 times and have begun to ask for products and brands
Children constitute 3 different markets ( Kaur and Singh)
The primary
The influencer
The future market
Teenagers have more access to the internet and could influence fam decision making
Kaur and Singh
80% of ads for kids fall within
Toys, cereals, candies, and fast food
Concerns that ads for cereals, candies and fast foods …
Outnumber commercials for nutritional food (Kaur and Singh )
Children exert higher influence in high income families
Kaur and Singh
India and western countries children purchasing power…
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
American adolescents perceived themselves as
More autonomous and self decisive than Indian youngsters.
