Professional Documents
Culture Documents
Family & Household: Consumer Behaviour
Family & Household: Consumer Behaviour
Family & Household: Consumer Behaviour
Consumer Behaviour
Family - household
Definition
Household Structure
Stages of Household Life Cycle
Traditional & Segmentwise
Household Decision Making
Consumer Socialization- Children
Gender Roles
https://www.youtube.com/watch?v=IVyeQmvOpRQ
1.
People married
by their early
20s
5.
The male
would
eventually die
2.
Couple had
several
children
4.
The original
couple retired
3.
Their children
grew up and
started their
own families
Young singles
Newlyweds
Young couples without children
Married couples with children
Households with teenagers
Mature couples
Single I
Middle-Aged Single
Empty Nest I
Full Nest I
Single Parent I
Full Nest II
Single Parent II
HP Printers
https://www.youtube.com/watch?v=IMxLO8gZaec
(Audio only)
Approach
Description
Bargaining
Impressions
Management
Playing on
Emotion
Additional
Information
1C.
Kim and H. Lee, A taxonomy of Couples Based on Influence Strategies, Journal of Business Research, June 1996, pp. 157-68.
Consumer Socialization
The family provides the basic framework in which consumer socialization
occurs.
Consumer socialization is the process by which young people acquire skills,
knowledge, and attitudes relevant to their functioning as consumers in the
marketplace.
Consumer Socialization
Piagets Stages of Cognitive Development
Stage
Description
Stage 1
Stage 2
Stage 3
Stage 4
Consumer Socialization
Stages
Stage I: Observing.
Stage II: Making Requests.
Stage III: Making Selections.
Stage IV: Making Assisted Purchases.
Stage V: Making a purchase without a parent
Consumer Socialization
Stages
Stage I: Observing.
Stage II: Making Requests.
Stage III: Making Selections.
Stage IV: Making Assisted Purchases.
Stage V: Making a purchase without a parent
Consumer Socialization
The Content of Consumer Socialization
Consumer skills
money, budgeting, evaluation
Consumption--related preferences
Consumption
knowledge, attitudes, values
Consumption--related attitudes
Consumption
advertisements, salespeople,
Marketing to Children
Children are a large and growing market.
However, marketing to children is fraught with ethical
concerns, including:
The limited ability of younger children to process
information and to make informed purchase decisions.
Marketing activities, particularly advertising, can produce
undesirable values in children, resulting in inappropriate
diets, and cause unhealthy levels of family conflict.