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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. NNA 2 FORMS OF CULTURAL LEARNING Formal Learning NNA Informal Learning Technical Learning July 6, 2017 3 Culture Is Learned Issues • Enculturation and acculturation • Enculturation – The learning of one’s own culture NNA • 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 NNA 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) NNA 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 NNA 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 NNA 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 NNA July 6, 2017 9 Chapter Eleven Slide 9 A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2 NNA July 6, 2017 Chapter Eleven Slide 10 American Core Values Achievement and success Material comfort NNA Individualism Humanitarianism July 6, 2017 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. NNA July 6, 2017 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 July 6, 2017 NNA 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 July 6, 2017 NNA 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 NNA 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. NNA Reference Groups Influence • Normative influence: – learning and adopting a group’s norms, values, and behaviors. – Reference groups influencing broadly defined value. i.e. Family NNA • 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 NNA 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 NNA 19 MAJOR CONSUMER REFERENCE GROUPS NNA • • • • • Selected Consumer-Related Reference Groups Friendship groups (informal) Shopping groups (who buys together) Work groups (colleagues) Virtual groups or communities (egroup) Consumer-action groups NNA • 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. NNA • Virtual groups or communities: individuals who work across time, space and organizational boundaries with links strengthened by webs of communication technology. • Brand Communities NNA Reference Group Appeals • • • • • • Celebrities The expert The “common man” The executive and employee spokesperson Trade or spokes-characters Other reference group appeals NNA 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 NNA 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 25 HOUSEHOLDS Family Households: Married couple, Nuclear family, Extended family NNA 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. NNA July 6, 2017 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. NNA July 6, 2017 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. NNA July 6, 2017 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. NNA July 6, 2017 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 July 6, 2017 NNA 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