CHAPTER TENThe Family and Its Social Class Standing
Learning Objectives1. To Understand the Changing Nature of U.S. Families, Including Their Composition and Spending Patterns. 2. To Understand the Socialization Process and Other Roles of the Family. 3. To Understand the Dynamics of HusbandWife Decision Making, as Well as the Influence of Children in Family Consumption Decision Making.Chapter Ten Slide 2
Learning Objectives (continued)4. To Understand How Traditional and Nontraditional Family Life Cycles Impact Consumer Behavior. 5. To Understand What Social Class Is and How It Relates to Consumer Behavior. 6. To Understand the Various Measures of Social Class and Their Role in Consumer Behavior.Chapter Ten Slide 3
Learning Objectives (continued)7. To Appreciate the Distinctive Profiles of Specific Social Class Groupings. 8. To Understand the Ups and Downs of Social Class Mobility. 9. To Understand the Relationship Between Social Class and Geodemographic Clusters. 10. To Understand the Affluent Consumer.
Chapter Ten Slide 4
Learning Objectives (continued)11. To Understand the Middle-Class Consumer. 12. To Understand the Working Class and Other Nonaffulent Consumers. 13. To Understand the Nature and Influence of the Techno-Class. 14. To Understand How Social Class Is Used in Consumer Research Studies.
Chapter Ten Slide 5
As You See It, What Is the Main Family Message of This Ad?
Chapter Ten Slide 6
It Reminds Parents of the Importance of Creating Quality Time.
Chapter Ten Slide 7
The Changing U.S. Family Types of families Nuclear Extended Single-parent
Changes in household spending patterns
Chapter Ten Slide 8
Evidence of the Dynamic Nature of U.S. Households Figure 10-2
Chapter Ten Slide 9
Relative Influence In Decision Making
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
Chapter Ten Slide 11
Discussion Questions How do marketers influence consumer socialization? Does this seem unethical? At what point would it be unethical?
Chapter Ten Slide 12
What Is the Name and Definition of the Process Depicted in This Ad?
Chapter Ten Slide 13
Consumer Socialization - the Process by Which Children Acquire the Skills, Knowledge, Attitudes, and Experiences Necessary to Function as Consumers
Chapter Ten Slide 14
A Simple Model of the Socialization Process - Figure 10.4
Chapter Ten Slide 15
Other Functions of the Family Economic well-being Emotional support Suitable family lifestyles
Chapter Ten Slide 16
Family Decision Making Dynamics of Husband-Wife Decision Making Husband-Dominated Wife-Dominated
Expanding Role of Children In Family Decision Making Choosing restaurants and items in supermarkets Teen Internet mavens Pester power
Chapter Ten Slide 17
Framework of 10-year-old Influencer Figure 10.5
Chapter Ten Slide 18
The Family Life Cycle Traditional Family Life Cycle Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Postparenthood Stage V: Dissolution
Modifications - the Nontraditional FLC
Chapter Ten Slide 19
To Which Stage of the Family Life Cycle Does This Ad Apply, and Why?
Chapter Ten Slide 20
Bachelorhood The Target Consumer Is Not Yet Married
Chapter Ten Slide 21
Which Subgroup of Empty Nesters Does This Ad Most Likely Target?
Chapter Ten Slide 22
The ones who are would like to pursue new interests and fulfill unsatisfied needs
Chapter Ten Slide 23
Nontraditional FLC Family StagesAlternative FLC Stage Childless couples Definition/Commentary Increasingly acceptable with more careeroriented married women and delayed marriages Likely to have fewer or no children Likely to have fewer children. Want the best and live quality lifestyle High divorce rate - about 50% lead to this Child out of wedlock Single person who adopts
Couples who marry later in life Couples with first child in late 30s or later Single parents I Single parents II Single parents III
Adult children return home. Divorced adult returns home. Elderly move in with children. Newlyweds live with in-laws.
Chapter Ten Slide 24
Dual Spouse Work Involvement (DSWI)
Chapter Ten Slide 25
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.
Chapter Ten Slide 26
Social Class Measure and Distribution Table 10.8SOCIAL CLASSES and PERCENTAGE Upper Upper-middle Middle Working Lower 4.3% 13.8% 32.8% 32.3% 16.8%
Chapter Ten Slide 27
Social Class Measurement Subjective Measures individuals are asked to estimate their own socialclass positions
Objective Measures individuals answer specific socioeconomic questions and then are categorized according to answers
Chapter Ten Slide 28
Objective MeasuresSingle-variable indexes Occupation Education Income
Compositevariable indexes Index of Status Characteristics Socioeconomic Status Score
Chapter Ten Slide 29
Discussion Questions What are the advantages to a marketer using the objective method to measure social class? When would the subjective or reputational method be preferred?
Chapter Ten Slide 30
Social Class Mobility Upward mobility Downward mobility Rags to riches?
Chapter Ten Slide 31
A composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets.Chapter Ten Slide 32
Prizm Clusters Figure 10.10a, b
Chapter Ten Slide 33
The Affluent Consumer Growing number of households can be classified as mass affluent with incomes of at least $75,000 Some researchers are defining affluent to include lifestyle and psychographic factors in addition to incomeChapter Ten Slide 34
The Affluent ConsumerThree Segments of Affluent Customers Average Household Expenditures Figure 10.12
Chapter Ten Slide 35
What Is the Name of the Segment Targeted by This Ad, and Why Is the Appeal Shown Here Used?
Chapter Ten Slide 36
This Ad was Used Because it is Effective for the Affluent Consumer.
Chapter Ten Slide 37
What Is the Middle Class? The middle 50 percent of household incomes - households earning between $25,000 and $85,000 The emerging Chinese middle class Moving up to more near luxuries
Chapter Ten Slide 38
The Working Class? Households earning $40,000 or less control more than 30 percent of the total income in the U.S. These consumers tend to be more brand loyal than wealthier consumers.
Chapter Ten Slide 39
Discussion Questions What types of products are targeted to the working class? What issues must marketers consider when targeting their ads to the working class?
Chapter Ten Slide 40
The Techno Class 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
Chapter Ten Slide 41
In What Ways Have the Prestige and Status of Geeks Been Changing?
Chapter Ten Slide 42
The Change is Due to the Importance of Computers.
Chapter Ten Slide 43
Consumer Behavior and Social Class Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication
Chapter Ten Slide 44