Schiffman CB10 PPT 10

CHAPTE
R
The TEN
Family and
Its Social Class
Standing
Discussion Points
1. The Changing Nature of Global
Families, Including Their Composition
and Spending Patterns.
2. The Socialization Process and Other
Roles of the Family.
3. The Dynamics of Husband-Wife
Decision Making, as Well as the
Influence of Children in Family
Consumption Decision Making.
Copyright 2010 Pearson Education, Inc.
Chapter Ten
Discussion Points
4. How Traditional and Nontraditional
Family Life Cycles Impact Consumer
Behavior.
5. What Social Class Is and How It
Relates to Consumer Behavior.
6. The Various Measures of Social Class
and Their Role in Consumer
Behavior.
Chapter Ten
Discussion Points
7. The Distinctive Profiles of Specific
Social Class Groupings.
8. The Ups and Downs of Social
Class Mobility.
9. The Relationship Between Social
Class and Geodemographic
Clusters.
10. The Affluent Consumer!!!
Chapter Ten
Discussion Points
11. The Middle-Class Consumer.
12. The Working Class and Other
Nonaffulent Consumers
13. The Nature and Influence of the
Techno-Class.
14. How Social Class Is Used in
Consumer Research Studies.
Chapter Ten
As You See It, What Is the

Main Family Message of
This Ad?
Chapter Ten
It Reminds Children of the

Importance of Filial Piety
Chapter Ten
The Changing Global Family

Types of families
Nuclear
Extended
Single-parent
Changes in household spending

patterns
Chapter Ten
Evidence
of the
Dynamic
Nature of
U.S.
Household
s - Figure
10-2
Chapter Ten
Consumer
Socialization
The process by which

children acquire the
skills, knowledge, and
attitudes necessary to
function as consumers.
Chapter Ten
10
Discussion Questions
How do marketers influence
consumer socialization?
Does this seem unethical? At what
point would it be unethical?
Chapter Ten
11
What Is the Name and

Definition of the Process
Depicted in This Ad?
Chapter Ten
12
Consumer Socialization - the Process

by Which Children Acquire the Skills,
Knowledge, Attitudes, and Experiences
Necessary to Function as Consumers
Chapter Ten
13
A Simple Model of the

Socialization Process - Figure 10.4
Chapter Ten
14
Other Functions of the

Family
Economic well-being
Emotional support
Suitable family lifestyles
Chapter Ten
15
Family Decision Making

Dynamics of Husband-Wife
Decision Making
Expanding Role of Children In Family
Decision Making
Chapter Ten
16
Framework of 10-year-old
Influencer
Figure 10.5
Chapter Ten
17
The Family Life Cycle

Traditional Family Life Cycle
Stage
Stage
Stage
Stage
Stage
I: Bachelorhood
II: Honeymooners
III: Parenthood
IV: Postparenthood
V: Dissolution
Modifications - the Nontraditional FLC
Chapter Ten
18
To Which Stage of the

Family Life Cycle Does This
Ad Apply, and Why?
Chapter Ten
19
Bachelorhood The Target

Consumer Is Not Yet
Married
Chapter Ten
20
Which Subgroup of Empty

Nesters Does This Ad Most
Likely Target?
Chapter Ten
21
The ones who are would like to

pursue new interests and
fulfill unsatisfied needs
Chapter Ten
22
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.
Chapter Ten
Elderly move in with children.
23
Dual Spouse Work

Involvement (DSWI)
Chapter Ten
24
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.
Chapter Ten
25
Social Class Measure and

Distribution
Table 10.8
Chapter Ten
26
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
Chapter Ten
27
Objective Measures
Chapter Ten
28
What are the advantages to a
marketer using the objective method
to measure social class?
When would the subjective or
reputational method be preferred?
Chapter Ten
29
Social Class Mobility

Upward mobility
Downward mobility
Rags to riches?
Chapter Ten
30
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.
Chapter Ten
31
Prizm Clusters
Figure 10.10a, b
Chapter Ten
32
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
Chapter Ten
33
The Affluent Consumer

Three
Segments
of Affluent
Customers
Average
Household
Expenditure
s - Figure
10.12
Chapter Ten
34
What Is the Name of the Segment

Targeted by This Ad, and Why Is the
Appeal Shown Here Used?
Chapter Ten
35
This Ad was Used Because

it is Effective for the
Affluent Consumer.
Chapter Ten
36
What Is the Middle Class (In

Asia/Singapore)?
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
Chapter Ten
37
The Working Class (In

Asia/Singapore_?
Households earning $40,000 or less
These consumers tend to be more
brand loyal than wealthier
consumers.
Chapter Ten
38
What types of products are targeted
to the working class?
What issues must marketers consider
when targeting their ads to the
working class?
Chapter Ten
39
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
Chapter Ten
40
In What Ways Have the

Prestige and Status of
Geeks Been Changing?
Chapter Ten
41
The Change is Due to the

Importance of Science
Chapter Ten
42
Consumer Behavior and

Social Class
Clothing, Fashion, and Shopping

The Pursuit of Leisure
Saving, Spending, and Credit
Social Class and Communication
Chapter Ten
43

Schiffman CB10 PPT 10

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CHAPTE

As You See It, What Is the

It Reminds Children of the

The Changing Global Family

Changes in household spending

The process by which

What Is the Name and

Consumer Socialization - the Process

A Simple Model of the

Other Functions of the

Family Decision Making

The Family Life Cycle

Modifications - the Nontraditional FLC

To Which Stage of the

Bachelorhood The Target

Copyright 2010 Pearson Education, Inc.

Which Subgroup of Empty

The ones who are would like to

Nontraditional FLC Family

Increasingly acceptable with more

Couples who marry later in life

Likely to have fewer or no

Couples with first child in late

Likely to have fewer children.

High divorce rate - about 50%

Child out of wedlock

Single parents III

Single person who adopts

Adult children return home.

Dual Spouse Work

Social Class Measure and

Social Class Measurement

Social Class Mobility

The Affluent Consumer

The Affluent Consumer

What Is the Name of the Segment

This Ad was Used Because

Copyright 2010 Pearson Education, Inc.

What Is the Middle Class (In

The Working Class (In

The Techno Class

In What Ways Have the

The Change is Due to the

Consumer Behavior and

Clothing, Fashion, and Shopping

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