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Consumer Behaviour -Prof.

Rajesh Satpathy
Functions of the Family

Economic Well-Being: Family support to its members. Girls and
Boys till their marriageable age are dependent on their parents.
Pocket money provided to them by parents on demand.

Emotional Support: The provision of emotional nourishment
including love, affection and intimacy to its members is the most
important function of the family in India.

Indians are not individualistic they seek emotional support from
family members. Specifically during Happy or Sad moments and
get-together of families shows solidarity in common.

Eg: Pillsbury Atta
Family n Social Class
Family n Social Class
"Tumhe aur mummy dono ko isme rakhana jo hai.
VO: "Pillsbury. Dil se khao."
Functions of the Family

Sustainable Family Lifestyle: Another important function of the
family in terms of CB is the establishment of a suitable lifestyle
for the family. Based on culture, attitude and economic
conditions, family decides the importance of various things for
their kids life, education or career, dress materials.

Eg: Aashirbaad Namak
Family n Social Class
Family n Social Class
Super: 'Aashirvaad namak, zindagi mein namak damak.'
Sociological Concept

Social class is a sociological concept, which is a part of culture.
This is commonly used in research for understanding
consumption patterns n behavior.

Def: Social class is division of members of society in various
hierarchical divisions which gives rise to social status to

Social status can be measured by combining wealth (amount of
wealth), power (influence over others in society).

Social Class
Socialization of Family Members

Consumer Socialization of Children:

This can be defined as the process by which children acquire the
skills, knowledge, attitudes and experiences, necessary to
function as consumers.

Eg: Pepsodent communicates the traditional behavior of mother
scolding the child same way communicates the brand benefit
of Protection effectively.

Social Class
Video: Pepsodent Protection
Socialization of Family Members

Adult Socialization:

Specifically in India, adults lives with their parents up to 25 years
of age. Marketers understand this and try to make adult learn
about the new product and its USP.

Eg: Frooti- The Kiddo mango drink.
Cadbury Dairy Milk

Social Class
Video: Frooti
Video: Cadbury Dairy Milk
Socialization of Family Members

Intergenerational Socialization:

Many products and brands are transferred from one generation
to another may be for three or four generations within the same
family called as Intergenerational Brand Transfer.

Eg: Dabur Lal Tel highlights the benefits and uses by

Social Class
Video: Dabur Lal Tel
Social Class Division

Social class is ranked in hierarchy from higher to lower.
Members of higher class perceives themselves superior to lower

Higher members, drive Luxury Cars, Play Golf n Holidaying
abroad they avoid using products that are associated with
lower class.

These characteristics helps marketers to position their products
in the mind of their customers.

Theme: Customer belonging to similar social class would exhibit
same buying behavior.
Social Class
Social Class Measurement

There are 3 types of measure to classify social class.

>> Subjective Measure
>> Reputational Method
>> Objective Method

Single Variable Index:

Occupation: It is expected that people of same profession
behave in a similar manner and have some similarity of
professional need. Occupation reflects occupational status of a

Social Class
Social Class Measurement

Education: Education is another variable used to classify Social
Class. It is presumed that education n social classes are
interlinked as more education means better occupation n

Income: The income of an individual or family plays a important
role in his/her behavior as a consumer. Income is the most
important variable as this decides the buying power.

Cast: The social class in India have also been segregated on non-
economic factors like Cast, Religion, Language n Social Customs,
which varies from region to region n religion to religion.
Social Class
Social Class Measurement

Composite Variable Index:

Composite index combines a no. of socio-economic factors to
overall standing of member in society. One of this type of
measure used in India is called SEC (Socio Economic
Classification), this combines occupation and education and
classify the respondent in SEC A1, A2, B1, B2, C1, C2 and D
Social Class
Social Class Categories

Classification based on Income Level: Total of 9 Category

1. Lower-lower
2. Lower-middle
3. Lower-upper
4. Middle-lower
5. Middle-middle
6. Middle-upper
7. Upper-lower
8. Upper-middle
9. Upper-upper
Social Class
Thank You!!