Family & Consumer Behavioir

Question 1

What is family?

Answer 1

The starting point of learning(including learning to be consumers)
is defined as 2 or more related by blood, marriage, or adoption residing tgt
-married couple
-nuclear family
extended family

Question 2

how does family influence consumer behaviour?

Answer 2

• family as socialisation agent
• family as a decision making unit
• family life cycle

Question 3

What is socialisation?

Answer 3

the process of makin people behave in a way that is acceptable to their society

Question 4

What are examples of socialisation agent?

Answer 4

family
school
peer
media
religion

Question 5

What is consumer socialisation?

Answer 5

the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers

much of consumer socialisation happens within the family unit

Question 6

How consumer socialisation in young children help marketers?

Answer 6

provide marketers with opportunities to establish relationships between their brands and children at very early stage of their lives

Question 7

How consumer socialisation affects preadolescents and teenagers?

Answer 7

during preadolescents(12 n below), -observe parents and older siblings
-families more reliable than advertising

during teenagers (13 to 19)

• peers most influential
• like products when parents disapprove

Question 8

What is the role of family for preadolescents?

Answer 8

family plays a more important role as a consumer socialisation agent for preadolescents

Question 9

What should marketers do to influence preadolescents?

Answer 9

marketers should leverage on the family influence preadolescents in consumptions

Question 10

What are the 3 aspects for consumer socialisation in family?

Answer 10

• parental style
• child’s learning development
• inter-generational socialisation

Question 11

What is the parental style framework?

Answer 11

permissive and nurturing -indulgent
permissive and not nurturing - neglecting
nurturing and restrictive-authoritarian
restrictive and not nurturing -authoritarian

Question 12

Which styles is good for the marketer to influence children?

Answer 12

indulgent and neglecting parental style allow greater consumption autonomy among children

Question 13

What are the stages of children’s learning development?

Answer 13

12-15mths-shopping with parents and observing
2 years - making requests while shopping with parents
3.5 years selecting with permission while shopping with parents
5 years independent purchases while shopping with parents
8 years shopping independently

Question 14

What is inter-generational socialisation?

Answer 14

refers to the transfer of preference and consumption patterns between generations

Question 15

What is a strong inter-generational socialisation due to?

Answer 15

-grandparents stay within close
proximity
-grandparents tks the role to take care of grandchildren in dual income families

Question 16

What ate the 4 types of husband-wife decision making?

Answer 16

• husband-dominated decisions
• wife-dominated decisions
• joint decisions
• autonomous decision

Question 17

What are the 3 factors husband-wife decision making is dependent on?

Answer 17

• product, certain products are more masculine/feminine
• modernisation-more joint decisions in modernised societies
• culture-certain cultures may be more male-dominated

Question 18

What factors affect children in a more active role in what the family buy?

Answer 18

• increasing affluence
• media influence
• single-parent households

Question 19

What is the family life cycle?

Answer 19

-bachelorhood, honeymoon, parenthood, post-parenthood and dissolution