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The Family and
Its Social ClassStanding
CHAPTER 10
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-
Product
-
Price
-Place
-Promotion
-
- - -
Black box
(A Model
of
Consumer
Behavior)
(Stimulus-Response
Model)
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1.
2.
3.
4.
5.
-
-- -
- -
- - -
-
- -
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(Family andHouseholds)
(Subculture)
(culture)
(Social Class)
(Group and Reference Groups)
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Family & Household
(Family)
(Household)
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Family
(Primary
Group)
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The Changing U.S. Family
1. Married couple
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2.Nuclear
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The Changing U.S. Family
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3. Extended
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4. Single-parent
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Functions of the Family
1. Socialization and Related Roles of family members
-
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1.1 Consumer Socialization of children
1.2 Adult Consumer Socialization
1.3 International Socialization
What Is the Name and Definition
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What Is the Name and Definition
of the Process Depicted
in This Ad?
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Consumer Socialization of children
P324
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Functions of the Family
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Functions of the Family
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3. Emotional support
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Functions of the Family
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4.
Suitable Family Lifestyle
,
A Y S It Wh t I th M i
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As You See It, What Is the MainFamily Message
of This Ad?
Time Sharing P319
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A Simple Model of the
Socialization Process
Figure 10.4 P327
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: Schiffman and Kanuk, Consumer Behavior, 5th ed.354.
* * * *
* * *
* * *
* /*
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Family Decision Making
Dynamics of Husband-Wife Decision Making
Husband-Dominated
Wife-Dominated
Joint
Automatic / Individualized
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Family Decision Making
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Expanding Role of Children In Family Decision Making
Choosing restaurants and items in supermarkets
Teen Internet mavens
Pester power
http://www.google.co.th/imgres?imgurl=http://www.moneywise.co.uk/files/imagecache/full/files/images/articles/kidpester.jpg&imgrefurl=http://www.moneywise.co.uk/life-plans/family-finances/article/2008/02/07/beating-pester-power&usg=__hPk-wF1PJ5hkuFauz2keHIoAJ44=&h=303&w=455&sz=34&hl=th&start=3&sig2=mjvfUJ0zOEkhTw8bQUlM7g&itbs=1&tbnid=oEMK8DeC7KxwnM:&tbnh=85&tbnw=128&prev=/images%3Fq%3Dpester%2Bpower%26hl%3Dth%26sa%3DN%26gbv%3D2%26ndsp%3D18%26tbs%3Disch:1&ei=wewcTNr1CcK4rAePiu3GCwhttp://www.google.co.th/imgres?imgurl=http://i.telegraph.co.uk/telegraph/multimedia/archive/01205/ppester115_1205968c.jpg&imgrefurl=http://www.telegraph.co.uk/family/3775040/How-to-resist-pester-power-Please-cut-it-out-you-little-pleader.html&usg=__dHhLHj2oqUzJVu1ajUkp82Fl5Ek=&h=288&w=460&sz=26&hl=th&start=6&sig2=u_kVZeZDvf18sCvKIGX9uA&itbs=1&tbnid=PSdtgNc1IlykzM:&tbnh=80&tbnw=128&prev=/images%3Fq%3Dpester%2Bpower%26hl%3Dth%26sa%3DN%26gbv%3D2%26ndsp%3D18%26tbs%3Disch:1&ei=wewcTNr1CcK4rAePiu3GCw7/23/2019 Bm631 Adj 10 Family Print (1)
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Framework of 10-year-old Influencer
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H
=
H
W
H
W
H
W
W
H W W
H H H W
=
- H H
H
W H H
H
=
W
H
H - H H
Adapted
from
Family
Decision
Making
(New
York
:
Time
Magazine.Time
Marketing
Information
Research
Report
1426,1967)
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1)
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2)
http://www.google.co.th/imgres?imgurl=http://autoworld.files.wordpress.com/2008/12/toyota-rav4-2009-euro-img_7.jpg&imgrefurl=http://autoworld.wordpress.com/2008/12/05/new-2009-toyota-rav4-facelift-debuts-at-bologna-motor-show/toyota-rav4-2009-euro-img_7/&usg=__mWuPpi0aPEZMFi2dPYeV3dZf2L0=&h=800&w=1200&sz=176&hl=th&start=8&sig2=URBzWBv9ZOzviY0ojAbVRA&itbs=1&tbnid=NWQjqS6a3XjkLM:&tbnh=100&tbnw=150&prev=/images%3Fq%3Drav%2B4%26hl%3Dth%26sa%3DN%26gbv%3D2%26ndsp%3D18%26tbs%3Disch:1&ei=N_IcTMqCGo6wrAeXvKHHCw7/23/2019 Bm631 Adj 10 Family Print (1)
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Social Media
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3)
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4.
-
-
- (all-purpose
product)
http://www.google.co.th/imgres?imgurl=http://www.uktradingplaces.co.uk/products/NiveaMenAquaCool.jpg&imgrefurl=http://www.uktradingplaces.co.uk/products/toiletries.htm&usg=__OLxEZVmAsxm50w_N-5YH8it5jvI=&h=240&w=160&sz=20&hl=th&start=12&sig2=xkur4Mm2RvzhhuYMFruJgg&itbs=1&tbnid=B4XEwZvF7rS3NM:&tbnh=110&tbnw=73&prev=/images%3Fq%3Drollon%2Bnivea%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=eZIbTNfNE4W4rAfa97hg7/23/2019 Bm631 Adj 10 Family Print (1)
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4)
(price
oriented)
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5)
2
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5)
The Family Life Cycle
http://www.google.co.th/imgres?imgurl=http://www.luehmcandy.com/Images/Peg%2520candy2.JPG&imgrefurl=http://www.luehmcandy.com/Candies1.htm&usg=__gH6JqBfk9fO_Puy91cwMIG1o6js=&h=480&w=640&sz=124&hl=th&start=114&sig2=2RS5PtP0rh4Hp8LGV6Uxow&itbs=1&tbnid=jUhaXP9R_vDXtM:&tbnh=103&tbnw=137&prev=/images%3Fq%3Ddisplay%2Bcandies%26start%3D100%26hl%3Dth%26sa%3DN%26gbv%3D2%26ndsp%3D20%26tbs%3Disch:1&ei=JZUbTOyxOsu3rAeE2tGsDA7/23/2019 Bm631 Adj 10 Family Print (1)
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The Family Life Cycle
Traditional Family Life Cycle
Stage I: Bachelorhood
Stage II: Honeymooners
Stage III: Parenthood
Stage IV: Postparenthood /empyt-nest
Stage V: Dissolution
Modifications - the Nontraditional FLC
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5.Full Nest (3)
2. NewlyMarried Couples
3.Full Nest (1)
7.Empty Nest (2)
4.Full Nest (2)
()
6.
Empty Nest (1)8. SolitarySurvivors
1.The Bachelor
#####
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: ,
3.
(Young divorced without children)
9. (Middle-aged divorced without children)
8. (Middle-aged married without children)
1.
(Young
single)
2.
(Young married
without
children)
7. (Middle-aged
married
with children)
11. (Middle-aged married
without dependent
children)
12.
(Older
married)
13. (Older
unmarried)
5.
(Young divorcedwith children
6.(Middle-aged
Divorced with
children
10. (Middle-aged divorced without
dependent children)
4.
(Young married
with
children)
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Social Class
The division ofmembers of a society
into a hierarchy ofdistinct status classes,
so that members of
each class have either
higher or lower status
than members of otherclasses.
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39
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:
(Class consciousness)
:
/
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:
: :
:
/
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::():,,
:; , ,
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:
, :
, :
Upper
http://www.google.co.th/imgres?imgurl=http://www.oknation.net/blog/home/blog_data/671/3671/images/hut2.jpg&imgrefurl=http://www.oknation.net/blog/panakom/2007/09/18/entry-1&usg=__vwNpwLy2q2hl46frVfTEq_sDvmE=&h=401&w=581&sz=59&hl=th&start=5&sig2=5YgotMY0AW3HMHaRzZpEng&itbs=1&tbnid=kjQv6CzOAFiQSM:&tbnh=92&tbnw=134&prev=/images%3Fq%3D%25E0%25B8%2581%25E0%25B8%25A3%25E0%25B8%25B0%25E0%25B8%2597%25E0%25B9%2588%25E0%25B8%25AD%25E0%25B8%25A1%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=afccTM2EDIrGrAeG9LHFCwhttp://www.google.co.th/imgres?imgurl=http://image.dek-d.com/22/825233/102344104&imgrefurl=http://dek-d.com/board/view.php%3Fid%3D1474847&usg=__Hp4ys4SpRmkkCdrhQdcocDyxx9E=&h=308&w=450&sz=86&hl=th&start=10&sig2=Hvh9TqQEsRfPh1W7veQDyg&itbs=1&tbnid=cZN_FZGDxrxYuM:&tbnh=87&tbnw=127&prev=/images%3Fq%3D%25E0%25B8%2584%25E0%25B8%25A4%25E0%25B8%25AB%25E0%25B8%25B2%25E0%25B8%25AA%25E0%25B8%2599%25E0%25B9%258C%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=SfccTJa3N5K0rAfI6ZXJCwhttp://www.google.co.th/imgres?imgurl=http://www.theloverss.com/images/1257238355.jpg&imgrefurl=http://www.theloverss.com/catalog.php%3Fidp%3D3172&usg=__e8VKjid1xY6JqD7LEitHpWwk4mc=&h=330&w=473&sz=102&hl=th&start=6&sig2=zbHiLwSRmMULxNHOsWy9Yw&itbs=1&tbnid=BRANOI3UOt6-IM:&tbnh=90&tbnw=129&prev=/images%3Fq%3D%25E0%25B8%25A7%25E0%25B8%2587%25E0%25B8%25A8%25E0%25B9%258C%25E0%25B8%2584%25E0%25B8%25B3%25E0%25B9%2580%25E0%25B8%25AB%25E0%25B8%25A5%25E0%25B8%25B2%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=K_ccTODRF8G7rAfC-LjFCw7/23/2019 Bm631 Adj 10 Family Print (1)
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Upper
Class
Middle
Class
Lower
Class
pp
Upper
Lower
Upper
Upper
Middle
Lower
Middle
Upper
Lower
Lower
Lower
-->
-->
-->
-->
-->
-->
(
Soc
ialClass)
6
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6 (Upper-upper Class):, , ,
(Lower-upper Class): (Newmoney/Tycoon), ,
6
http://www.google.co.th/imgres?imgurl=http://naewna.com/cgi-bin/6-11-2006/173.gif&imgrefurl=http://naewna.com/allnews.asp%3FID%3D80%26HL%3D0%26no%3D301&usg=__BCrCyb33XTIiGKVofnd7n2KcdP0=&h=340&w=440&sz=54&hl=th&start=23&sig2=CCReIFKNZi2s7BloqnA87w&itbs=1&tbnid=VVIdsmktYaJBbM:&tbnh=98&tbnw=127&prev=/images%3Fq%3D%25E0%25B9%2584%25E0%25B8%25AE%25E0%25B9%2582%25E0%25B8%258B%26start%3D20%26hl%3Dth%26sa%3DN%26gbv%3D2%26ndsp%3D20%26tbs%3Disch:1&ei=_qAbTN33N4a3rAeTw6xOhttp://www.google.co.th/imgres?imgurl=http://webboard.mthai.com/upload_images_new/2007-11-02/353387.jpg&imgrefurl=http://www.nongmaiclub.com/blog/index.php%3Fid%3D1234567890%26page%3Dshowblog%26idg%3D1%26idt%3D252&usg=__MOTzsdLXL8xjUWjVg5KvmaXyzwI=&h=324&w=400&sz=56&hl=th&start=1&sig2=8oY58_-26Kh6anHKAxwHZA&itbs=1&tbnid=XrFzlA6WwfXjRM:&tbnh=100&tbnw=124&prev=/images%3Fq%3D%25E0%25B9%2584%25E0%25B8%25AE%25E0%25B9%2582%25E0%25B8%258B%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=56AbTLuZEoqxrAf_0IlW7/23/2019 Bm631 Adj 10 Family Print (1)
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(Upper-middle Class):
.,
6
6
http://www.google.co.th/imgres?imgurl=http://2.bp.blogspot.com/_cZ6wYneI3Vs/SYL5oSOkPXI/AAAAAAAABFo/h_7AiibFG7g/s400/news_img_7472_1.jpg&imgrefurl=http://happytreebiz.blogspot.com/2009_01_30_archive.html&usg=__QeaLUNRPyhB2WXUSr1A0r1d-g_w=&h=281&w=400&sz=27&hl=th&start=34&sig2=Cz96CkDyazTdw1MEPGaQKA&itbs=1&tbnid=dtvlo4MU0yLCTM:&tbnh=87&tbnw=124&prev=/images%3Fq%3D%25E0%25B8%259C%25E0%25B8%25B9%25E0%25B9%2589%25E0%25B8%259A%25E0%25B8%25A3%25E0%25B8%25B4%25E0%25B8%25AB%25E0%25B8%25B2%25E0%25B8%25A3%2B%25E0%25B8%25AB%25E0%25B8%2599%25E0%25B8%25B8%25E0%25B9%2588%25E0%25B8%25A2%2B%25E0%25B8%2595%25E0%25B8%25A5%25E0%25B8%25B2%25E0%25B8%2594%25E0%25B8%25AB%25E0%25B8%25A5%25E0%25B8%25B1%25E0%25B8%2581%25E0%25B8%2597%25E0%25B8%25A3%25E0%25B8%25B1%25E0%25B8%259E%25E0%25B8%25A2%25E0%25B9%258C%26start%3D20%26hl%3Dth%26sa%3DN%26gbv%3D2%26ndsp%3D20%26tbs%3Disch:1&ei=F6QbTNfPNoe_rAfTz5Rkhttp://www.google.co.th/imgres?imgurl=http://img.ryt9.com/img/thumb/ryt9.com/350x0/43/iq29fef1df4bbe13a46fb7aede5f80111b.jpg&imgrefurl=http://www.ryt9.com/si/prg/603308&usg=__AdIcvhtvVaXBR3ngj4zQpGcHg9c=&h=495&w=330&sz=20&hl=th&start=2&sig2=KqUzpyo3HMDoxPhOavIfSg&itbs=1&tbnid=ghicMxxhIpYh3M:&tbnh=130&tbnw=87&prev=/images%3Fq%3D%25E0%25B8%259C%25E0%25B8%25B9%25E0%25B9%2589%25E0%25B8%259A%25E0%25B8%25A3%25E0%25B8%25B4%25E0%25B8%25AB%25E0%25B8%25B2%25E0%25B8%25A3%2B%25E0%25B8%2598%25E0%25B8%2599%25E0%25B8%25B2%25E0%25B8%2584%25E0%25B8%25B2%25E0%25B8%25A3%25E0%25B8%2581%25E0%25B8%25A3%25E0%25B8%25B8%25E0%25B8%2587%25E0%25B8%25A8%25E0%25B8%25A3%25E0%25B8%25B5%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=u6MbTILZFpS_rAf2691Hhttp://www.google.co.th/imgres?imgurl=http://www.oknation.net/blog/home/blog_data/634/23634/images/People/ThanaDTAC/ThanaDTAC1.gif&imgrefurl=http://www.oknation.net/blog/print.php%3Fid%3D440950&usg=__wp_76Q7cmSj525WqyQQ_b3O6Kos=&h=498&w=332&sz=100&hl=th&start=19&sig2=xAcWD7mLS6TbZXkBvwuDFA&itbs=1&tbnid=EyvsVn-2vY08RM:&tbnh=130&tbnw=87&prev=/images%3Fq%3D%25E0%25B8%259C%25E0%25B8%25B9%25E0%25B9%2589%25E0%25B8%259A%25E0%25B8%25A3%25E0%25B8%25B4%25E0%25B8%25AB%25E0%25B8%25B2%25E0%25B8%25A3%2Bdtac%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=VqMbTLacM9OfrAeJ1vmsDAhttp://www.google.co.th/imgres?imgurl=http://www.irpc.co.th/UserFiles/G0/Image/pic2.jpg&imgrefurl=http://www.irpc.co.th/organization.php%3Fmenu_id%3D5%26lang%3Dthai&usg=__FXK__CrrnFUdW7N91iKgRevBQzQ=&h=746&w=540&sz=169&hl=th&start=2&sig2=VfwFIjTpGikqo__b1eAt5A&itbs=1&tbnid=23LwmafvrSogLM:&tbnh=141&tbnw=102&prev=/images%3Fq%3D%25E0%25B8%259C%25E0%25B8%25B9%25E0%25B9%2589%25E0%25B8%259A%25E0%25B8%25A3%25E0%25B8%25B4%25E0%25B8%25AB%25E0%25B8%25B2%25E0%25B8%25A3%2B%25E0%25B8%259B%25E0%25B8%2595%25E0%25B8%2597%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=MKMbTK2wPIu-rAes69VU7/23/2019 Bm631 Adj 10 Family Print (1)
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6 (lower-upper Class):White Collar
DIYS
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Social Class Mobility
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y
4949
(Social mobility)
Social Class Mobility
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(Vertical mobility)
- (Downward mobility)
- (Upward mobility
Social Class Mobility
Social Class Mobility
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5151
(Horizontal
Mobility):
(Group Mobility) ,,
y
The Affluent Consumer
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52Copyright
2010
Pearson
Education,
Inc.
Publishing
as
Prentice
Hall
Chapter
Ten
Slide
Growing number of householdscan be classified as massaffluent with incomes of at least
$75,000- Some researchers are defining
affluent to include lifestyle andpsychographic factors in addition
to income
What Is the Name of the Segment Targeted by This
Ad, and Why Is the Appeal Shown Here Used?
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, y pp
This Ad was Used Because it
is Effective for the Affluent
Consumer.
The Techno Class
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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
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:
:
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-
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Thank You