week 7 - family :) Flashcards
define families
2 or more people related by blood, marriage oradoption who reside in the same household
- does not require presence of children
families serve 4 major functions
Socialisation
‒ Economic well-being ‒
Emotional support ‒
Provision of a family lifestyle
explain family function -socialism
Socialisation occurs when individuals are imparted with culturallyconsistent values and behaviours ‒ Often directed at children
‒ Can occur directly (example: parents instructing their children how to
use a knife and fork) or indirectly (example: children observing how their
parents use a knife and fork)
explain family function - economic support
Families allow economic resources to be shared among family members • Can have important marketing implications ‒ Example: life insurance is often framed as a way of protecting the economic functioning of the family
explai family function - emotional support
Families provide support and encouragement, and help family members cope with personal and social problems • Can have important marketing implications ‒ Example: mother’s day and father’s day
explain family functions - family lifestyle
Importance placed on education,
career, dining out, going on holidays
etc. varies from family to family
• Can have important marketing
implications ‒
Example: amount of time and
money allocated to going on family
holidays
explain stages of the family lifecycle
‒ Young singles
‒ Young marrieds ‒ Parenthood
‒ Post-parenthood
‒ Dissolution
explain family lifecycel of dissoultion
Is marked by the death of a
spouse
• Tends to involve a more frugal
lifestyle
explain influencers in FDM
Influencers provide information to other family members about a product
or service
explain gatekeepers n fdm
Gatekeepers control the flow of information about a product or service into
the family
explain deciders in fdm
Deciders have the power to unilaterally determine whether to shop for,
purchase, use, consume, or dispose of a product or service
explain preparers in fdm
Preparers transform the product into a form suitable for consumption by
other family members
exaplain users in fdm
consume or make use of a particular product or service
explain maintainers in fdm
service or repair a product
explain disposers in fdm
initiate or carry out the disposal or discontinuation of a particular
product or service
Social classes are often measured in terms of
social status
Social status is usually defined by one or more of the following
Family income ‒ Occupational status ‒ Educational attainment
define subjective measures
Subjective measures involve asking individuals to estimate which social class they belong to
advantages + disadvantages of subjective measures
Advantages
o Easy to collect
o Assess an individual’s class consciousness ‒
Disadvantages
o Based on self-perception and self-image
o Tends to result in lots of people classifying themselves as ‘middle
class’
define reputational measures
nvolve asking certain members in a community to judge the social class of OTHERS in that community
advantages and disadvantages of reputational measures
Advantages ‒ Can capture occupational prestige etc. within a community
• Disadvantages ‒ Has limited ability to predict/explain purchase and consumption
behaviours
define objective measures
Objective measures are based on demographic and/or socioeconomic
variables
Single variable measures are based on one variable (example:
occupation, education, income) ‒ Composite variable measures combine 2+ variables (example: Index of
Status Characteristics, Coleman’s Status Index – see p. 370 of the
textbook for more details)
