Consumer socialiZation

By
Arathy.P
• Consumer socialization is the
process by which young people
acquire skills ,knowledge and
attitudes relevant to their
functioning in market place.
.
Model of socialization process
Young people

Other family
members Friends

Influence more basic values

• moral/religious beliefs
• Interpersonal skills
Influence more expressions
• Dress/grooming standards
attitudes/behaviour
• Manners and speech
• Style
• Educational motivation
• Fashion
• Occupational/career goals
• Acceptable consumer behaviour
• Consumer behaviour norms

predolescent adolescent teens

Methods of socialization

Parents
Television
friends
Influence of parents

The role of parents in trying to teach their children

to be more effective consumer is illustrated by
following findings
teaches price-quality relations to their children
,including experiences with the use of money and
ways to shop for quality products.
teach their children how to be effective comparison
shoppers and how to buy products on sale .
Influence children’s brand preferences.
Influence children’s ability to distinguish fact from
exaggeration in advertising
Parenting styles

Authoritarian parents:- restrictive with a negative view of advertising

Neglectful parents:- detached from kids and exercise little control over what their
children do

Permissive parents:- less restrictive and want children to learn about

buying
 Children and television

• Older children and those with

greater media exposure tend to
recall more advertising slogans
.The impact of advertising
appears to vary among children
of different age groups .
 Cognitive development
• Kids can be segmented by their age in terms of their stage of
cognitive development,or ability to comprehend concepts of
increasing complexity. Children differ inabilities to store and
retrieve information from memory.
Below age 6.children do not employ storage
limited
and retrieval strategies

cued Between 6 and 12.children employ these

strategies when prompted

strategic 12 and above children spontaneously employ

these strategies
 Stages in consumer behaviour
Average age 6 months
Observing
Constructs mental images of market places,objects and symbols
Average age 2 years
Making Makes requests for desired objects at home particularly from
requests televisions
Makes requests only in the presence of objects since they cannot
Making carry representations in mind.
selections Average age 3-4 years
Begins to develop memory of store locations for certain products and
Making locate and retrieve satisfying products by themselves
assisted
purchases average age 5 years
Asks and receives permission to obtain objects in the store
Making
independent
purchases Average age 8 years
Gains a better understanding of money and become mature
enough to convince parents .
 Semiotics

• A field of study called semiotics examines the

role of signs and symbols have in assigning
meaning to objects .
objects

symbol interpretant
• THANK YOU