Topic 10 - Family and Consumer Behaviour

Question 1

What is the definition of Family

Answer 1

Family is often the starting point of learning.

includes married couple, nuclear family and extended family

Question 2

How does family influence consumer behaviour?

Answer 2

Family as a socialisation agent
Family as a decision unit
Family life cycle

Question 3

What is Socialisation?

Answer 3

Socialisation is the process of making people behave in a way that is acceptable in a society

Examples of socialisation agents MR FSP
- media religion family school peer

Question 4

What is consumer socialisation?

Answer 4

It is the process by which children acquire SKAE - skills knowledge attitude and experience to function as consumers

Question 5

Preadolescent vs teenagers

Answer 5

preadolescent (below 12)

• observe family and older siblings
• family more reliable than advertising

teenagers

• peers more influential
• likes product when parents disapprove

Question 6

Role of family for preadolescent

Answer 6

Family plays an important role as a consumer socialisation agent for preadolescents

Marketers should leverage on family to influence preadolescent in consumption

Question 7

Parental style framework

Answer 7

Indulgent

• grant children consumption autonomy; yield to childrens request
• discuss consumption and promotion with children

Neglecting

• grant children consumption autonomy; yield to childrens request
• do not discuss consumption and promotion with children

Authoritative

• do not grant children consumption autonomy; restrict advertising exposure
• discuss consumption and promotion with children

Authoritarian

• do not grant children consumption autonomy
• do not discuss consumption and promotion with children

Question 8

What are the process in Children Learning Development

Answer 8

12-15 months
- observing

2 years
- make request while shopping

3. 5 years
   - select with permission while shopping
4. 5 years
   - independent purchase while shopping

8 years
- shop independently

0-5.5 years: focus on building brand relationship; parents still key decision makers

5.5 years onwards: target children as key decision makers

Question 9

Why is there strong inter-generational socialisation in sg?

Answer 9

• grandparents live in close proximity

- grandparents often take up the role in taking care of grandchildren due to dual income families

Question 10

4 types of husband-wife decisions and dependent on 3 factors

Answer 10

1. husband dominated decision
2. wife dominated decision
3. joint decision
4. autonomous decision

dependent on 3 factors

• product
• modernisation
• culture

Question 11

Explain Childrens Influence

Answer 11

Children play a more active role in what family buy and decision making process due to IMS

• increasing affluence
• media influence
• single parent households

Question 12

Family Life Cycle

Answer 12

BEE HIVE PPD

Bachelorhood
- spend on travel, entertainment, clothes

Honeymoon
- spend on financial planning services, travel

Parenthood
- Spend on children but spending decrease as children become more self supporting

Post Parenthood
- luxury good, travel, automobile, expensive furniture

Dissolution
- lead a more economic lifestyle