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Consumer in t heir Social & Cultural Settings

Consumer in t heir Social & Cultural Settings. The Family & Social class. Changing family Nuclear Family Extended Family Virtual E xtended Family. Socialization & Related Roles of Family Members. Socialization of F amily Members Consumer Socialization Socialization Agent

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Consumer in t heir Social & Cultural Settings

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  1. Consumer in their Social & Cultural Settings

  2. The Family & Social class • Changing family • Nuclear Family • Extended Family • Virtual Extended Family

  3. Socialization & Related Roles of Family Members • Socialization of Family Members • Consumer Socialization • Socialization Agent • Adult Consumer Socialization • Intergenerational Socialization

  4. Model of Socialization Process Young Person Other Family Members Friends • Influence More Basic Values/Behaviour • Moral/Religious Principles • Interpersonal Skills • Dress/grooming standards • Educational Motivation • Manners & Speech • Career goals • Consumer Behaviour norms • Influence More Expressive Attitudes/Behaviour • Style • Fashion • Fads • “In/Out” • Acceptable consumer Behaviour Preadolescent Adolescent Teenager Older

  5. Family Decision Making & Consumption Related Roles • Dynamics of husband –wife decision making • The expanding role of children in family decision making

  6. Family Life Cycle • Traditional family life cycle • Stage I: Bachelorhood • Stage II: Honeymooners • Stage III: Parenthood • Stage IV: Post parenthood • Stage V: Dissolution

  7. Social Class….??? • ‘The division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes have either more or less status’.

  8. Social Status…??? • ‘Each social class by the amount of status the members of that class have in comparison with member of other social classes’. • Social Comparison Theory Frequently thought of as the relative rankings of members of each social class in terms of specific status factors

  9. Measurement of Social Class • Subjective Measures • Objectives Measures

  10. Class Situations, Self Perceptions & Financial Orientations Class Situation Economic, Status & power Mix Disadvantaged Situation Advantaged Situation Self as “Impotent Reactor” Self as “Potent Actor” Self Perceptions & Expectations Future as Threat “Trap Doors” Future as Opportunity “Open Doors” Focus on Financial Growth & Development “Expanding the Boundaries” Focus on Creation of Financial stability “Securing the Perimeters” Financial Focus

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