Family and social class 2 Flashcards
What is consumer socialisation?
The process by which individuals learn and acquire consumer skills and attitudes from their family and social environment
This process greatly influences buying decisions and preferences.
What influences consumer decision making within a family?
Dynamics of family life-cycle and the influence of family members
Family members may have different roles and impacts on purchasing decisions.
How can social class be determined?
By considering factors such as:
* Income
* Wealth
* Source of income/wealth
* Occupation
* Educational attainment
These factors help classify individuals within a social hierarchy.
What impact does social class have on consumer behaviour?
It affects the types and quantity of consumer goods purchased and attitudes towards consumption
Different social classes exhibit distinct characteristics and approaches to buying.
What are the stages of the household life cycle?
Stages include:
* Young single
* Newly married
* Full nest
* Empty nest
* Sole survivor
Each stage has different decision-making dynamics.
What are common household decision-making roles?
Roles may include:
* Initiator
* Influencer
* Decider
* Buyer
* User
Different members may take on these roles at different times.
What are some approaches to conflict resolution in household decision making?
Approaches include:
* Bargaining
* Impression management
* Use of authority
* Reasoning
* Playing on emotions
* Additional information
These strategies help resolve disagreements during the buying process.
True or False: Overt conflicts in household decision making are more common than agreement.
False
Conflicts are often resolved through problem solving and negotiation.
What is the Index of Status Characteristics (Warner’s ISC)?
A weighted measure of socioeconomic variables including:
* Occupation
* Source of income
* House type
* Dwelling area
This index helps determine social class.
What is the Socioeconomic Status Score (SES)?
A measure developed by the U.S. Bureau of the Census that combines:
* Occupation
* Family income
* Educational attainment
This score provides a comprehensive view of an individual’s social class.
What is the Subjective Method for measuring social class?
Individuals define their own social class
This method is direct but may lead to subjective classifications.
What characterizes the Upper-Upper Class?
Inherited wealth and privilege, usually less than 1% of the population
They often belong to exclusive clubs and avoid conspicuous consumption.
What distinguishes the Nouveau Rich?
Represent ‘new money’, often successful business executives or celebrities
They exhibit highly conspicuous consumption and may not be fully accepted by the upper crust of society.
Who comprises the Upper-Middle Class?
Achieving professionals with high educational attainment and a keen interest in obtaining better things in life
Their homes often symbolize their achievements.
What defines the Lower-Middle Class?
Primarily non-managerial white-collar and highly paid blue-collar workers
They value respectability and are often involved in religious activities.
Fill in the blank: The __________ Method involves individuals classifying others based on their reputation within a community.
Reputational
This method provides insight into how social divisions are perceived.
What are the measures of social class?
They include:
* Subjective Method
* Reputational Method
* Objective Method
Each method has its own strengths and limitations in assessing social class.
What is the primary aspiration of the white-collar class?
To achieve respectability and be good citizens.
What do white-collar individuals typically value?
Religion and are involved in its social activities.
How do the upper-lower class view work?
As a means to ‘buy’ enjoyment.
What is the standard of living for the upper-lower class dependent on?
The number of income earners.
What characterizes the working poor?
High economic insecurity and risk of poverty.
What is the underclass also known as?
The lower-lower class.
What is a common feature of the underclass?
Limited or no participation in the labour force.
What is the trickle-down effect in social class?
Members of lower classes adopt the fashions of the upper class.
What influences consumer behavior regarding spending habits?
- Quantity of goods
- Quality of goods
- Types of goods
How do lower classes typically view luxury?
As a reward to signify success.
What approach do consumers in lower classes often take towards luxury items?
Conduct extensive pre-purchase research and make logical decisions.
True or False: Social class does not impact consumer behavior.
False.
What do marketers need to understand about social class?
Different consumption patterns at different stages of a family life cycle.
Fill in the blank: The upper-lower class is characterized by being ______ minded.
security
What is a common trait of high wage earners in the upper-lower class?
They may spend impulsively.
What is a primary factor in determining consumer interest and behavior?
Social class.
What do luxury goods represent to many consumers?
Individuality and success.
What lifestyle do many aspire to have in relation to higher social classes?
The same lifestyles and possessions.
What is a key conclusion about social groups and consumer behavior?
Different social groups influence consumer purchase behavior.
