Beruflich Dokumente
Kultur Dokumente
Consumer Behavior
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Households
Family Households:
Married couple,
Nuclear family,
Extended family
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders
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Contd..
Marketers are sensitive to the fact that the
socialization of young children provides
opportunity to establish a foundation on
which later experiences continue to build
throughout life.
These experiences are reinforced and
modified as the child grows into
adolescence, the teenage years and
eventually into childhood.
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Consumer
Socialization
of Children
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Consumer Socialization of
Children
Many children acquire their consumer behavior
norms through observation of their parents. Coshopping is when mother and child shop
together
Preadolescent children rely on their parents,
adolescents and teenagers are likely to look at
their friends for models of accepted behavior
Children perceive their families as a close and
reliable sources of information.
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Consumer Socialization of
Children
Shared shopping experiences also give
children the opportunity to acquire in-store
shopping skills. Co-shopping is when
mother and child shop together.
Consumer socialization of children has
other aspects when parents use promise
or reward as a device to modify or control
a childs behavior (Promise to buy
something or rewarding with chocolate /
gift)
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INTERGENERATIONAL SOCIALIZATION
Brand preferences are transferred from
one generation to another. It is a
intergenerational brand transfer.
Grandparents are influencers sometimes
for the choices
The preferences of a married daughter are
from her mother.
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Dynamics of Husband-Wife
Decision Making
Marketers are interested in the relative amount
of influence that a husband and a wife have
when it comes to family consumption choices.
The relative influence of husbands and wives
can be classified as
Husband dominated
wife dominated
Joint
autonomic
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Dynamics of Husband-Wife
Decision Making
The relative influence of a husband and
wife on a particular consumer decision
depends in part on the product category.
E.g automobile : HD
Financial decision making : WD or Joint
Household purchases : WD
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Gatekeepers
Deciders
Buyers
Preparers
Users
DESCRIPTION
Family member(s) who provide information to other members about a
product or service
Family member(s) who control the flow of information about a
product or service into the family
Family member(s) with the power to determine unilaterally or jointly
whether to shop for, purchase, use, consume, or dispose of a specific
product or service
Family member(s) who make the actual purchase of a particular
product or service
Family member(s) who transform the product into a form suitable for
consumption by other family members
Family member(s) who use or consume a particular product or service
Maintainers
Disposers
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Upward appeal
Exchange Tactics
Coalition Tactics
Inspirational
Appeals
Consultation
Tactics
PESTER POWER
Advertisers have recognized the
importance of childrens pester power
and therefore encourage children to
pester their parents to purchase what
they see in ads.
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Family communications
impact
Research supported that the extent to which children
influence a familys purchase is related to the family
communication patterns.
Pluralistic parents (parents who encourage children to
speak up and express their preferences on purchase)
Consensual parents (parents who encourage to seek
harmony but not open their childrens viewpoint on
purchases.
Protective parents (parents who stress that children
should not stress their own preferences, but rather go
along parents judgment.
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Traditional FLC
Stage I: Bachelorhood
Stage II: Honeymooners
Stage III: Parenthood / full-nest stage
Stage IV: Post parenthood or empty-nest
stage
Stage V: Dissolution
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Modification to FLC
Non- Traditional Family Life Cycle Stages
Family Households
Non-Family Households
Unmarried couples
Divorced Persons
Single Persons
Widowed Persons
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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.
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Status Consumption
Consumers endeavor to increase their social standing
through consumption
Very important for luxury goods
Five question status consumption scale
1) I would buy a product just because it has status
2) I am interested in new products with status
3) I would pay more for a product of it had status
4) The status of a product is irrelevant to me
5) A product is more valuable to me if its giving value for
money.
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Contd..
The hierarchical aspect of social class is
important to marketers.
Consumers may purchase certain products
because these products are favored by
members of either their own or a higher social
class, & consumers may avoid other products
because they perceive the products to be
lower-class
Thus the various social-class strata provide a
natural basis for market segmentation for many
products and services.
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Objective measures
In contrast to the subjective methods, which
require people to envision their own standing or
that of other community members, objective
measure consist of selected demographic or
socioeconomic variables.
These variables are measured through
questionnaires that ask respondents several
factual questions about themselves, their
families, or their place of residence, occupation,
income education.
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Objective Measures
Single-variable
indexes
Occupation
Education
Income
Other Variables
Composite-variable
indexes
Index of Status
Characteristics
Socioeconomic
Status Score
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Index of Status
Characteristics
(ISC)
A composite
measure of social
class that combines
occupation, source
of income (not
amount), house
type/dwelling area
into a single
weighted index of
social class
standing.
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Socioeconomic
Status Score
(SES)
A multivariable social
class measure used by
the United States
Bureau of the Census
that combines
occupational status,
family income, and
educational attainment
into a single measure of
social class standing.
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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.
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Most large
banks offer
private
banking
services to
their most
affluent
customers.
weblink
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