The Family and Its

Social Class,
Reference Groups;
Culture, and
Subculture

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 The sum total of learned
beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of a
particular society.

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A Theoretical Model of Culture’s Influence
on Behavior - Figure 11.2

Chapter Eleven Slide 3

FORMS OF CULTURAL
LEARNING

Formal Learning

Informal Learning

Technical Learning

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 Culture Is Learned
Issues

• Enculturation and • Enculturation

acculturation – The learning of one’s
own culture
• Language and
• Acculturation
symbols – The learning of a new or
• Ritual foreign culture
• Sharing of culture

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 Culture Is Learned
Issues

• Marketers must choose

• Enculturation and appropriate symbols in
acculturation advertising
• Language and • Marketers can use “known”
symbols for associations
symbols • Verbal symbols
• Ritual • Nonverbal symbols
– Product
• Sharing of culture
– Promotion
– Price
– Stores at which product is
available 7
 This
Web site
explores
animals as
symbols for
advertising.

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This ad uses the
symbol of a
magnet to
emphasize its
benefits.

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 Culture Is Learned
Issues

• Enculturation and • A ritual is a type of

acculturation symbolic activity consisting
• Language and of a series of steps
symbols • Rituals extend over the
• Ritual human life cycle
• Sharing of culture • Marketers realize that
rituals often involve
products (artifact)
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Ritual Artifacts

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 Culture Is Learned

Issues
• Enculturation and • To be a cultural
acculturation characteristic, a belief,
value, or practice must be
• Language and shared by a significant
symbols portion of the society
• Ritual • Culture is transferred
• Sharing of Culture through family, schools,
houses of worship, and
media
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 This ad uses
characters well
known in the
U.S. culture.

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 American Core Values

Achievement Efficiency and

Activity Progress
and success practicality

Material External
Individualism Freedom
comfort conformity

Fitness and
Humanitarianism Youthfulness
health

Chapter Eleven Slide 14

AMERICAN CORE VALUES

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AMERICAN CORE VALUES

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AMERICAN CORE VALUES

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 A distinct cultural group
that exists as an
Subculture identifiable segment
within a larger, more
complex society.

Chapter Twelve Slide 18

 EXAMPLES OF MAJOR SUBCULTURAL
CATEGORIES
CATEGORIES EXAMPLES
Nationality Greek, Italian, Russian
Religion Catholic, Hindu, Mormon
Geographic region Eastern, Southern, Southwestern

Race African American, Asian, Caucasian

Age Teenagers, Xers, elderly

Gender Female, male
Occupation Bus driver, cook, scientist
Social class Lower, middle, upper

Chapter Twelve Slide 19

 Major Age Subcultures

Generation Generation Baby

Seniors
Y X Boomers

Chapter Twelve Slide 20

 What Is a Group?

• Two or more people who interact to

accomplish either individual or
mutual goals

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 A person or group
that serves as a point
of comparison (or
reference) for an
Reference
individual in the
Group
formation of either
general or specific
values, attitudes, or
behavior.

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Reference Groups Influence
• Normative influence:
learning and adopting a
group’s norms, values
and behaviors
• Comparative influence:
arises when people
compare themselves with
other whom the respect
and admire

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 Types of Reference Groups

• Membership group: is one to which a person

either belongs or would qualify for
membership
– YES, Rotary, Lion etc
• Symbolic group: is one in which an individual
is not likely to receive membership despite
acting like a member
– Following the trends of a celebrity (Kylie Jenner)

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MAJOR CONSUMER REFERENCE
GROUPS

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 Selected Consumer-Related
Reference Groups
• Friendship groups (informal)
• Shopping groups (who buys together)
• Work groups (colleagues)
• Virtual groups or communities (e-
group)
• Consumer-action groups (Women
association, Jagoo, International Club,
Lion’s Club etc.)
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Selected Consumer-Related
Reference Groups

The Internet
has created
many
friendship and
shopping
groups.

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 Brand Communities

• Rotary Club meeting

• Gucci membership
• Harley-Davidson Owner Groups
• SBE #weare

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Brand Communities

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 Reference Group Appeals

• Celebrities
• The expert
• The “common man”
• The executive and employee spokesperson
• Trade or spokes-characters
• Other reference group appeals

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32
 TYPES OF CELEBRITY APPEALS
TYPE DEFINITION EXAMPLE
Testimonial Based on personal usage, a celebrity Wasim Akram
attests to the quality of the product or : Diabetes
service
Endorsement Celebrity lends his name and appears on Beckham :
behalf of a product or service with which Vodafone
he/she may not be an expert
Actor Celebrity presents a product or service Amitabh :
Vatika
as part of a character endorsement
Chamanprash,
Dawaat

Spokesperson Celebrity represents the brand or Charlize

company over an extended period of Theron – Dior/
time SRK Tag Heur

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HOUSEHOLDS
Family Households:
Married couple,
Nuclear family,
Extended family

Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders

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 THE CHANGING BANGLADESHI FAMILY
• The nuclear family is two parents and at least one
child.
• If the household has at least one grandparent, it is
called an extended family.
• In addition, there is an increasing number of single-
parent households.
• There are changes that have an effect on spending
patterns.
– With more women working, many households have
double income.
– In addition, families are shopping for time-saving
products and services since they have less time at home.
Chapter Ten Slide 35
 OTHER FUNCTIONS OF THE FAMILY
• Economic well-being – change in
mindset, children work but rarely
help their parents.
• Emotional support – “taste mein
best, mummy aur Everest”
• Suitable family lifestyles –
upbringing, experience personal
and jointly held goals.
(Confessions Of A Shopaholic)

Chapter Ten Slide 36

As You See It, What Is the Main
“Family Message” of This Ad?

Chapter Ten Slide 37

 The process by which
children acquire the
Consumer
skills, knowledge, and
Socialization
attitudes necessary to
function as consumers.

Chapter Ten Slide 38

 •Children observe parents
•Children observe siblings
•Children observe reliable
source to copy.
Consumer •Teenagers observe their
Socialization friends
•Observe advertisements
•“Mother” the biggest
socialization agent in the
subcontinent.

Chapter Ten Slide 39

 Consumer Socialization

• Pre-adolescent
– Observe parents and
older siblings
– Families more reliable
than advertising
• Teenagers
– Peers most influential
– Like products when
parents disapprove

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 Socialization Agents

• Mothers stronger
socialization agents
than fathers
• Mothers usually:
– more involved
– control children’s
exposure to commercial
messages
– regulate spending

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Mothers’ Socialization-Related Attitudes

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 THE FAMILY LIFE CYCLE
• Traditional Family Life Cycle
– Stage I: Bachelorhood - single men and women who have
moved out of their parents’ home and are living on their own
– Stage II: Honeymooners - occurs immediately after marriage
before the arrival of the first child
– Stage III: Parenthood - occurs with the arrival of the first child.
In this stage, people’s financial status often changes.
– Stage IV: Postparenthood - postparenthood occurs when the
children have left home. This is also called the empty-nest stage
and is a time when couples have more time to themselves
– Stage V: Dissolution - occurs with the death of one spouse.
Many in this stage will remarry or begin to live a more
economical lifestyle.
Chapter Ten Slide 43
FLC

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To Which Stage of the Family Life Cycle Does
This Ad Apply?

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To Which Stage of the Family Life Cycle Does This Ad
Apply?

Chapter Ten Slide 46

To Which Stage of the Family Life Cycle Does
This Ad Apply?

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