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Consumer Behavior,
Ninth Edition
NNA
Schiffman & Kanuk
Chapter 10: The Family and Its Social Class Standing, Culture,
Subculture
Copyright 2007 by Prentice Hall
MKT 344 Faculty: NNA
Culture
July 6, 2017
The sum total of learned
beliefs, values, and
customs that serve to
regulate the consumer
behavior of members of a
particular society.
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FORMS OF CULTURAL LEARNING
Formal Learning
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Informal Learning
Technical Learning
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Culture Is Learned
Issues
• Enculturation and
acculturation
• Enculturation
– The learning of one’s
own culture
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• Acculturation
– The learning of a new or
foreign culture
Culture Is Learned
Issues
• Language and
symbols
• Without a common
language shared meaning
could not exist
• Marketers must choose
appropriate symbols in
advertising
• Marketers can use
“known” symbols for
associations
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Culture Is Learned
Issues
• Ritual
• A ritual is a type of
symbolic activity consisting
of a series of steps
• Rituals extend over the
human life cycle
• Marketers realize that
rituals often involve
products (artifact)
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Culture Is Learned
Issues
• Sharing of Culture
• To be a cultural
characteristic, a belief,
value, or practice must be
shared by a significant
portion of the society
• Culture is transferred
through family, schools,
houses of worship, and
media
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Selected Rituals and Associated
Artifacts
SELECTED RITUALS
TYPICAL ARTIFACTS
Wedding
White gown (something old, something new,
something borrowed, something blue)
Birth of child
U.S. Savings Bond, silver baby spoon
Birthday
Card, present, cake with candles
50th Wedding
anniversary
Graduation
Valentine’s Day
New Year’s Eve
Thanksgiving
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Catered party, card and gift, display of photos of
the couple’s life together
Pen, U.S. Savings Bond, card, wristwatch
Candy, card, flowers
Champagne, party, fancy dress
Prepare a turkey meal for family and friends
The Invisible Hand of Culture
Each individual
perceives the
world through his
own cultural lens
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Chapter Eleven Slide 9
A Theoretical Model of Culture’s Influence
on Behavior - Figure 11.2
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Chapter Eleven Slide 10
American Core Values
Achievement
and success
Material
comfort
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Individualism
Humanitarianism
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Efficiency and
practicality
Activity
Freedom
Youthfulness
Progress
External
conformity
Fitness and
health
Chapter Eleven Slide 11
Subculture
A distinct cultural group
that exists as an
identifiable segment
within a larger, more
complex society.
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Chapter Twelve Slide 12
EXAMPLES OF MAJOR SUBCULTURAL
CATEGORIES
CATEGORIES
EXAMPLES
Nationality
Greek, Italian, Russian
Religion
Catholic, Hindu, Mormon
Geographic region
Eastern, Southern, Southwestern
Race
Age
Gender
Occupation
Social class
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African American, Asian, Caucasian
Teenagers, Xers, elderly
Female, male
Bus driver, cook, scientist
Lower, middle, upper
Chapter Twelve Slide 13
Major Age Subcultures
Generation
Y
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Generation
X
Baby
Boomers
Seniors
Chapter Twelve Slide 14
What Is a Group?
• Two or more people who interact to
accomplish either individual or mutual goals
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Reference
Group
A person or group
that serves as a point
of comparison (or
reference) for an
individual in the
formation of either
general or specific
values, attitudes, or
behavior.
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Reference Groups Influence
• Normative influence:
– learning and adopting a group’s norms, values,
and behaviors.
– Reference groups influencing broadly defined
value. i.e. Family
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• Symbolic group:
– a group to which an individual is unlikely to
belong, but whose values and behaviors that
person adopts
Reference Groups Influence
• Comparative influence:
– arises when people compare
themselves with others whom they
respect and admire.
– Reference group serving as benchmarks
for specific or narrowly defined
attitude or behavior. i.e. upper level
executive
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Types of Reference Groups
• Membership group:
– the group to which a person belongs to, or
realistically can join.
– A group where a person belongs to or would
qualify for membership. i.e. NSUSS
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MAJOR CONSUMER REFERENCE
GROUPS
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•
•
•
•
•
Selected Consumer-Related
Reference Groups
Friendship groups (informal)
Shopping groups (who buys together)
Work groups (colleagues)
Virtual groups or communities (egroup)
Consumer-action groups
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• Friendship groups: a group of people,
usually of similar age, background, and
social status, with whom a person
associates and who are likely to influence
the person's beliefs and behavior.
• Shopping groups
• Work groups: a group within a workforce
that normally works together.
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• Virtual groups or communities: individuals
who work across time, space and
organizational boundaries with links
strengthened by webs of communication
technology.
• Brand Communities
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Reference Group Appeals
•
•
•
•
•
•
Celebrities
The expert
The “common man”
The executive and employee spokesperson
Trade or spokes-characters
Other reference group appeals
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TYPES OF CELEBRITY APPEALS
TYPE
DEFINITION
EXAMPLE
Testimonial
Based on personal usage, a celebrity attests Wasim Akram :
Diabetes
to the quality of the product or service
Endorsement
Celebrity lends his name and appears on
behalf of a product or service with which
he/she may not be an expert
Actor
Spokesperson
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Amitabh :
Vatika
Chamanprash,
Dawaat
Celebrity presents a product or service as
part of a character endorsement
Beckham :
Vodafone
Celebrity represents the brand or company
over an extended period of time
Nicole Kidman :
Chanel
SRK: Tag Heuer
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HOUSEHOLDS
Family Households:
Married couple,
Nuclear family,
Extended family
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Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders
THE FAMILY
• The nuclear family is two parents and at least
one child.
• If the household has at least one grandparent, it
is called an extended family.
• In addition, there is an increasing number of
single-parent households.
• There are changes that have an effect on
spending patterns.
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Chapter Ten Slide 27
OTHER FUNCTIONS OF THE FAMILY
• Economic well-being – change in mindset,
children work but rarely help their parents.
• Emotional support – “taste mein best,
mummy aur Everest”
• Suitable family lifestyles – upbringing,
experience personal and jointly held goals.
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Chapter Ten Slide 28
Consumer
Socialization
•Children observe parents
•Children observe siblings
•Children observe reliable
source to copy.
•Teenagers observe their
friends
•Observe advertisements
•“Mother” the biggest
socialization agent in the
subcontinent.
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Chapter Ten Slide 29
THE FAMILY LIFE CYCLE
• Traditional Family Life Cycle
– Stage I: Bachelorhood - single men and women who have
moved out of their parents’ home and are living on their own
– Stage II: Honeymooners - occurs immediately after marriage
before the arrival of the first child
– Stage III: Parenthood - occurs with the arrival of the first child.
In this stage, people’s financial status often changes.
– Stage IV: Postparenthood - postparenthood occurs when the
children have left home. This is also called the empty-nest stage
and is a time when couples have more time to themselves
– Stage V: Dissolution - occurs with the death of one spouse.
Many in this stage will remarry or begin to live a more
economical lifestyle.
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Chapter Ten Slide 30
Nontraditional FLC Family Stages
Alternative FLC Stage
Definition/Commentary
Childless couples
Increasingly acceptable with more careeroriented married women and delayed
marriages
Couples who marry later in life
Likely to have fewer or no children
Couples with first child in late 30’s or later
Likely to have fewer children. Want the
best and live quality lifestyle
Single parents I
High divorce rate - about 50% lead to this
Single parents II
Single parents III
Extended family
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Child out of wedlock
Single person who adopts
Adult children return home. Divorced
adult returns home. Elderly move in with
children. Newlyweds live with in-laws.
Chapter Ten Slide 31