As You See It, What Is the Main Family Message of This Ad? 2 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide It Reminds Parents of the Importance of Creating Quality Time. 3 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide The Changing U.S. Family Types of families Nuclear: two parents and at least one child Extended: In addition, at least one grandparent Single-parent: one parents and at least one child Changes in household spending patterns Working women Double income Shopping for time-saving products and services since they have less time at home 4 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers. 5 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Do parents teach children consumption skills? Absolutely, they learn about spending versus savings, how to shop, and how to make purchase decisions What Is the Name and Definition of the Process Depicted in This Ad? 6 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Consumer Socialization - the Process by Which Children Acquire the Skills, Knowledge, Attitudes, and Experiences Necessary to Function as Consumers 7 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide A Simple Model of the Socialization Process - Figure 10.4 8 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Other Functions of the Family Economic well-being economic security Emotional support Suitable family lifestyles a way to share common goals and experience 9 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide In addition to socialization , the family provides other functions Family Decision Making Dynamics of Husband-Wife Decision Making Husband-Dominated Wife-Dominated Expanding Role of Children In Family Decision Making Choosing restaurants and items in supermarkets Teen Internet mavens Pester power Kids dont give up easily; when they want something they will ask many times
10 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Husbands and wives often need to make decisions together Framework of 10-year-old Influencer Figure 10.5 11 11 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Built from a study that depicted how children use strategies to influence their parents to purchase food The Family Life Cycle Traditional Family Life Cycle Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Postparenthood Stage V: Dissolution Modifications - the Nontraditional FLC 12 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide It gives us an idea of the stages that many families pass throughout their life To Which Stage of the Family Life Cycle Does This Ad Apply, and Why? 13 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Bachelorhood The Target Consumer Is Not Yet Married 14 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Nontraditional FLC Family Stages Alternative FLC Stage Definition/Commentary Childless couples Increasingly acceptable with more career- oriented married women and delayed marriages Couples who marry later in life Likely to have fewer or no children Couples with first child in late 30s or later Likely to have fewer children. Want the best and live quality lifestyle Single parents I High divorce rate - about 50% lead to this Single parents II Child out of wedlock Single parents III Single person who adopts Extended family Adult children return home. Divorced adult returns home. Elderly move in with children. Newlyweds live with in-laws. 15 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Dual Spouse Work Involvement (DSWI) 16 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide This model of dual spouse work involvement takes into account occupation status and career commitment of both spouses for segmentation Social Class The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes. 17 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Social Class Measure and Distribution Table 10.8 SOCIAL CLASSES and PERCENTAGE Upper 4.3% Upper-middle 13.8% Middle 32.8% Working 32.3% Lower 16.8% 18 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Social Class Measurement Subjective Measures individuals are asked to estimate their own social- class positions Objective Measures individuals answer specific socioeconomic questions and then are categorized according to answers
19 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Objective Measures Single-variable indexes Occupation Education Income Composite- variable indexes Index of Status Characteristics Socioeconomic Status Score 20 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Because single variables are often too narrow for indexing social class, many researchers will use composite variables Composite-variable indexes The Index of Status Characteristics
The Socioeconomic Status Score Takes occupation, source of income, house type and quality of neighborhood into account. From the U.S. Bureau of the Census, combines occupation, family income, and education level. 21 Social Class Mobility Upward mobility Downward mobility Rags to riches? 22 22 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Geodemographic Clusters A composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets. 23 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 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 24 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide What Is the Name of the Segment Targeted by This Ad, and Why Is the Appeal Shown Here Used? 25 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide This Ad was Used Because it is Effective for the Affluent Consumer. 26 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide What Is the Middle Class? The middle 50 percent of household incomes - households earning between $25,000 and $85,000 The emerging Chinese middle class Moving up to more near luxuries Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 27 Chapter Ten Slide The Working Class? Households earning $40,000 or less control more than 30 percent of the total income in the U.S. These consumers tend to be more brand loyal than wealthier consumers. 28 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 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 Those very involved in technology, commonly referred to as geeks, are seeing that they are gaining popularity, both as adults and teens. 29 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide In What Ways Have the Prestige and Status of Geeks Been Changing? 30 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide The Change is Due to the Importance of Computers. 31 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide Consumer Behavior and Social Class Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication 32 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide