Professional Documents
Culture Documents
Chapter 10
Chapter 10
Chapter 10
Learning Objectives
1. To Understand the Changing Nature of U.S. Families, Including Their Composition and Spending Patterns. 2. To Understand the Socialization Process and Other Roles of the Family. 3. To Understand the Dynamics of Husband-Wife Decision Making, as Well as the Influence of Children in Family Consumption Decision Making.
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 2 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
4. To Understand How Traditional and Nontraditional Family Life Cycles Impact Consumer Behavior. 5. To Understand What Social Class Is and How It Relates to Consumer Behavior. 6. To Understand the Various Measures of Social Class and Their Role in Consumer Behavior.
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 3 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
7. To Appreciate the Distinctive Profiles of Specific Social Class Groupings. 8. To Understand the Ups and Downs of Social Class Mobility. 9. To Understand the Relationship Between Social Class and Geodemographic Clusters. 10. To Understand the Affluent Consumer.
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 4 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
11. To Understand the Middle-Class Consumer. 12. To Understand the Working Class and Other Nonaffulent Consumers. 13. To Understand the Nature and Influence of the Techno-Class. 14. To Understand How Social Class Is Used in Consumer Research Studies.
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 5 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
As You See It, What Is the Main Family Message of This Ad?
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 6 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 7 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
Types of families
Nuclear Extended Single-parent
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 8 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 9 Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
Consumer Socialization
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 10Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
What Is the Name and Definition of the Process Depicted in This Ad?
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 11Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
Consumer Socialization - the Process byConsumer Behaviour BMAKT3101 | Which Children Acquire the Skills, Knowledge, Attitudes, and Experiences Necessary to Function as Consumers
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 12Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 13Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 15 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
To Which Stage of the Family Life Cycle Does This Ad Apply, and Why?
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 16Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 17Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
Couples who marry later in life Couples with first child in late 30s or later Single parents I Single parents II Single parents III Extended family
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 18Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
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
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 19 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 20 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
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
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 21 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 22 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
Discussion Questions
What are the advantages to a marketer using the objective method to measure social class? When would the subjective or reputational method be preferred?
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 23 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 24 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
24
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
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 25 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 26 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
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 Copyright 2010 Pearson Education, Inc. income
Chapter ALL RIGHTS RESERVED No part of this document may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
27
Ten
28Slide
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 ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 29 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
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.
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 30 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
Discussion Questions
What types of products are targeted to the working class? What issues must marketers consider when targeting their ads to the working class?
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 31 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
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
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 32 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten
In What Ways Have the Prestige and Status of Geeks Been Changing?
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 33Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 34Slide No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide
Chapter Ten
Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication
ALL Copyright 2010 part of this documentEducation, Inc. RIGHTS RESERVED 35 No Pearson may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide Slide
Chapter Ten