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As You See It, What Is the Main “Family Message” of This Ad?
It Reminds Parents of the Importance of Creating “Quality Time.”
The term “family” refers to the basic sociological unit.
The term has been used to denote two or more people staying together and related to each other by blood or marriage. The composition, size and structure (in terms of roles and statuses) has undergone a change across time and culture.
Types of family
• Two parents and at least one child.
• Nuclear family with grandparents or uncles and aunts.
• The husband and the wife, generally representative of couples who have recently got married and are yet to start a family.
Functions of the Family • Economic well-being • Emotional support • Suitable family lifestyles Consumer Behavior 6 .
Relevance of family for marketer Monetary source Values and lifestyles Socialization Consumer Behavior 7 .
and attitudes necessary to function as consumers.Consumer Socialization The process by which children acquire the skills. knowledge. Consumer Behavior 8 .
What Is the Name and Definition of the Process Depicted in This Ad? Consumer Behavior 9 .
Consumer Socialization . and Experiences Necessary to Function as Consumers Consumer Behavior 10 . Attitudes.the Process by Which Children Acquire the Skills. Knowledge.
A Simple Model of the Socialization Process Consumer Behavior 11 .
Family Decision Making Consumer Behavior 12 .
Family Decision Making • Expanding Role of Children In Family Decision Making – Choosing restaurants and items in supermarkets – Teen Internet mavens – Pester power • Joint Decision Making in a family Consumer Behavior 13 .
Framework of 10-year-old Influencer Consumer Behavior 14 .
Resolving Consumer Conflict in family Consumer Behavior 15 .
Resolving Consumer Conflict in family Consumer Behavior 16 .
the Nontraditional FLC Consumer Behavior 17 .Family Life Cycle • Traditional Family Life Cycle – Stage I: Bachelorhood – Stage II: Honeymooners – Stage III: Parenthood – Stage IV: Postparenthood – Stage V: Dissolution • Modifications .
bungee jumping etc. basic furniture and kitchen equipment • Spend on purchase of automobiles (particularly motor bikes).Stage I: Bachelorhood Preferences of Purchase • Spend their money on house rent. travel (trekking and holidays).). adventure sports (motor racing. clothes and fashion accessories. health clubs. Consumer Behavior Implications for Marketer • Attractive segment for – sports – Travel – entertainment and fun 18 .
and vacations. Implications for Marketer • Highest purchase rate amongst segments.Stage II: Honeymooners Preferences of purchase • Spend on creating a home for themselves • Spend on cars. curtains and upholstery. kitchen appliances and utensils. electronics. • Highest average purchase of durables takes place in this stage Consumer Behavior 19 . furniture.
Stage III: Parenthood • The stage comprises married couple with children. • Extends for about a long 20-25 year period • Broken up into three stages – Full Nest I – Full Nest II – Full Nest III Consumer Behavior 20 .
Consumer Behavior Implications for Marketer • Purchasing is at the peak • The children in the family begin to impact family purchases. school admissions and fees and insurance policies. doctor visits. • There are increased expenses on child care. and are a huge potential for future. child toys and games. diapers. • Family spends on baby food.Full Nest I Preferences of Purchase • Liquidity of cash is low. expenses are high. medicines for cough and cold. 21 .
clothes for children. • The children. and economy packs. education of children. • Spends on food. medical expenses. • Buy larger-size packages. The latchkey kids are a potential for home delivered junk food like pizzas and burgers. Consumer Behavior Implication for Marketer • Purchasing is still at the peak. as also teenagers continue to impact family purchases.Full Nest II Preferences of Purchase • Financial position gets better as one begins to rise up the ladder. 22 . insurance policies and investments.
• As expenses see a rise. Implications for Marketer • • • Income begins to increase as one of the children begins to earn. clothes for teenagers. higher education of children. Repeat purchase of durables that were bought in honeymooning stage or Full Nest I. • Consumer Behavior 23 . Invests in real estate and property and/or flats. the stage offers a potential for marketers.Full Nest III • Preferences of Purchases Income continues to increase and so do expenses. Spend on food.
and then for employment.Stage IV: Postparenthood • Stage that occurs once children have left home. – Empty Nest I – Empty Nest II Consumer Behavior 24 . • Stage has also been broken into two stages. • Leave home first for education.
travel and holiday 25 Consumer Behavior . instalments for real estate. higher education of the dependent children and medical expenses. • Financial responsibilities towards children begins to decrease. • Family spends on food.Empty Nest I Preferences of Purchase • Family size gradually begins to shrink and parents are still earning and expenses gradually reduce. Implications for Marketer • The couple beings to again have disposable income in hand. This stage offers potential for marketers who are involved in providing services like leisure.
Spend on all that they had been thinking to spend on. watch TV and form hobby clubs. Implications for Marketer • Stage is lucrative for those involved in the entertainment industry. Ex: hotels. Spend money on food. travel and holidays. 26 • • • Consumer Behavior . • Many industries provide special discounts in travel and stay as “Senior Citizen benefits.Empty Nest II • Preferences of Purchase Higher disposable incomes (saving and investment) and fewer expenses. Medical expenses rise. airlines and railways. Banks and financial institutions also have special facilities for those above 60.
he/she follows a lifestyle that is economical. • Primary expenditure is on medicines. things are little easier. checkups with doctors and restrictive diet. 27 . or earns money from savings and investments. if he/she is not earning. Consumer Behavior Implications for Marketer • The stage is characteristic of a widow/widower with lower income and least shopping and expenses. However.Stage V: Dissolution Preferences of Purchase • When one of the spouses is still earning.
To Which Stage of the Family Life Cycle Does This Ad Apply. and Why? Consumer Behavior 28 .
Bachelorhood – The Target Consumer Is Not Yet Married Consumer Behavior 29 .
Which Subgroup of “Empty Nesters” Does This Ad Most Likely Target? Consumer Behavior 30 .
The ones who are would like to pursue new interests and fulfill unsatisfied needs Consumer Behavior 31 .
about 50% lead to this Child out of wedlock Single person who adopts Adult children return home. Couples who marry later in life Couples with first child in late 30’s or later Single parents I Single parents II Single parents III Extended family Consumer Behavior 32 . Divorced adult returns home. Want the best and live quality lifestyle High divorce rate . Newlyweds live with in-laws.Nontraditional FLC Family Stages Alternative FLC Stage Childless couples Definition/Commentary Increasingly acceptable with more careeroriented married women and delayed marriages Likely to have fewer or no children Likely to have fewer children. Elderly move in with children.
Social Class The division of members of a society into a hierarchy of distinct status classes. Consumer Behavior 33 . so that members of each class have either higher or lower status than members of other classes.
marketing academicians and researchers.Social Class • The stratification into varied social classes. occupation and education Consumer Behavior 34 . define status in terms of demographical variables like income. • However. is done on the bases on three factors – wealth (economic assets) – power (ability to exert influence over others) – prestige (recognition received).
Dynamics of Social Class Hierarchal Structure: Relevance for marketer Marketers can use this as a basis to segment the market. The higher social class also acts as reference groups. for people in the lower class. There are social-class influences on the actual consumption of products. People are susceptible to social influence. Consumer Behavior 35 . and buy products and services and/or brands that people from their respective social classes purchase because they look for social approval. The latter aspire to emulate the former and desire buying products and brands which the former buy. the various strata provide a basis for market segmentation.
but also their thinking. This similarity is not only witnessed in terms of their education. lifestyle and behavioral patterns. occupation and income. norms. values.Dynamics of Social Class Similarity of people within a social class: People within a social class are similar to each other. There is similarity among members within each social class and dissimilarity with between social classes. attitudes. Consumer Behavior 36 .
Social Class Mobility • Upward mobility • Downward mobility Consumer Behavior 37 .
Lifestyle Profiles of Social Class Segment the Consumers based on Primary Motivation and Resources Consumer Behavior 38 .
occupation) to identify target markets. income.g..Geodemographic Clusters A composite segmentation strategy that uses both geographic variables (zip codes. 39 Consumer Behavior . neighborhoods) and demographic variables (e.
Social Class Measurement Subjective Measures • Individuals are asked to estimate their own socialclass positions Objective Measures • Individuals answer specific socioeconomic questions and then are categorized according to answers Consumer Behavior 40 .
Objective Measures Single-variable indexes • Occupation • Education • Income Compositevariable indexes • Index of Status Characteristics • Socioeconomic Status Score Consumer Behavior 41 .
The Affluent Consumer • Growing number of households can be classified as “mass affluent” with incomes of at least $75.000 • Some researchers are defining affluent to include lifestyle and psychographic factors in addition to income Consumer Behavior 42 .
What Is the Name of the Segment Targeted by This Ad. and Why Is the Appeal Shown Here Used? Consumer Behavior 43 .
Consumer Behavior 44 .This Ad was Used Because it is Effective for the Affluent Consumer.
000 and $75.households earning between $25.000 • The emerging Chinese and Indian middle class • Moving up to more “near luxuries” Consumer Behavior 45 .What Is the Middle Class? • The “middle” 50 percent of household incomes .
• These consumers tend to be more brand loyal than wealthier consumers. Consumer Behavior 46 .S.000 or less control more than 30 percent of the total income in the U.The Working Class? • Households earning $40.
The Techno Class • Having competency with technology • Those without are referred to as “technologically underclassed” • Parents are seeking computer exposure for their children • Geeks now viewed as friendly and fun Consumer Behavior 47 .
Consumer Behavior and Social Class • Clothing. Fashion. and Shopping – Where one shops – External point of identification • The Pursuit of Leisure – Type of leisure activities differ Consumer Behavior 48 .
and Credit • Level of immediate gratification sought varies Responses to marketing communication – Upper classes have a broader and more general view of the world – Regional variations in language rise as we move down the social ladder – Exposure to media varies by social class Consumer Behavior 49 .Consumer Behavior and Social Class • • Saving. Spending.