Family and Social Class 1 Flashcards
What are the learning outcomes related to family and social class in consumer behavior?
- Describe consumer socialization and the family’s influence
- Explain dynamics of family life-cycle and influence of family members in consumer decision making
- Describe social class and how it can be determined
- Describe the impact of social class on consumer behavior and attitudes
How do Family and Social Class influence consumer behavior?
- Type of needs perceived
- Pre-purchase search process
- Evaluation of various alternatives
What is consumer socialization?
The processes by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace.
What impact does early exposure to brands have on consumers?
Can lead to lifelong brand loyalty.
How does consumer socialization influence consumer attitudes?
It influences attitudes toward consumption, including values related to frugality or conspicuous consumption.
What role does consumer socialization play in spending habits?
Affects spending habits through learning about money management and budgeting.
What skills can consumer socialization impart to individuals?
Media literacy skills, enabling critical evaluation of advertising messages and informed choices.
True or False: Marketers often target children and adolescents with advertising and promotional campaigns.
True
What are the other functions of the family in relation to consumer behavior?
- Economic well-being
- Emotional support
- Suitable family lifestyle
What factors influence household consumption behavior?
- Structure of household unit
- Stage of the household life cycle
- Household decision process and conflict resolution
What does the household life cycle illustrate?
A progression of stages through which families pass.
What is the typical age range for the ‘Single I’ stage in the household life cycle?
Under 35 years, not married, and no children.
What characterizes the ‘Young married’ stage in the household life cycle?
Under 35 years, married with no children, developing a joint lifestyle.
What are the characteristics of the ‘Full Nest I’ stage?
- Age under 35 years
- Married with young children
- New consumption patterns and altered lifestyle
What challenges do families in the ‘Single Parent I’ stage face?
Severe financial constraints due to single income.
What distinguishes the ‘Delayed Full Nest I’ stage?
- Age 35-64 years
- Married with children
- Typically higher income and more spending on child-related needs
What are the consumption patterns of the ‘Full Nest 2’ stage?
- Primary consumers of lessons and dental care
- Heavy demand for clothing and space
Fill in the blank: The household life cycle stage is based on the _______.
[age of the youngest child]
What is the age range for the Empty Nest stage 1?
35-64 years
Typically married with no children at home.
What type of income is most common in the Empty Nest stage 1?
Dual income
Most available hours are spent at work.
What are typical spending behaviors of households in the Empty Nest stage 1?
Spend on:
* Dining out
* Expensive holidays
* Time-saving services like house-cleaning
Home ownership is very common.
In the Single Parent stage, what is the typical age range?
35-64 years
Not married and with children older than 6 years.
What are common financial pressures faced by Single Parents?
Tremendous financial pressures and time burden
They often use time-saving alternatives like ready-to-eat food.
What characterizes the Empty Nest stage 2?
Age older than 64 years, married with no children at home
Typically fully or partially retired.
What unique needs do households in the Empty Nest stage 2 have?
Needs in:
* Health care
* Housing
* Food
* Recreation
Products like large caravans and mobile homes are attractive to this group.
What is a key characteristic of the Single stage?
Age older than 64 years, not married with no children at home
Often single due to the death of a spouse.
What are the unique needs of individuals in the Single stage?
Needs in:
* Health care
* Housing
* Food
* Recreation
Typically more females due to greater longevity.
What role does the Influencer play in household decision making?
Provides information about a product or service
Influencers may not make the final purchase decision.
What is the role of the Gatekeeper in household decision making?
Controls the flow of information about a product or service into the family
Gatekeepers can dictate what information is shared.
Who is referred to as the Decider in the household decision making process?
Has the power to determine whether to shop for, purchase, or dispose of a product or service
Deciders can act independently or jointly.
What is the responsibility of the Buyer in a household?
Makes the actual purchase of a product or service
The Buyer executes the decision made by the Decider.
What does the Preparer do in the household decision making process?
Transforms the product into a suitable form for consumption
Preparers ensure that products are ready for use.
What is the role of the User in the household context?
Uses or consumes a product or service
Users are the end consumers within the household.
What does the Maintainer do in relation to household products?
Services or repairs the product to ensure satisfaction
Maintainers ensure longevity and functionality of products.
What is the role of Disposers in the household?
Initiates or carries out the disposal of a product or service
Disposers manage the end-of-life of products.
True or False: Children do not play a role in household decision making.
False
Children can influence decisions even without their own money.
