Bm631 Adj 10 Family Print (1)

7/23/2019 Bm631 Adj 10 Family Print (1)

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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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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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3. Emotional support


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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=wewcTNr1CcK4rAePiu3GCw


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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_IcTMqCGo6wrAeXvKHHCw


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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=eZIbTNfNE4W4rAfa97hg


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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=JZUbTOyxOsu3rAeE2tGsDA


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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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:
https://www.fidelity.com/


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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-LjFCw


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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_0IlW


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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-rAes69VU


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6 (lower-upper Class):White Collar

DIYS
http://www.google.co.th/imgres?imgurl=http://www.aphonda.co.th/2007/promotion/image/16122007/GI_med901022.jpg&imgrefurl=http://www.aphonda.co.th/2007/promotion/2007_page585.asp%3Fid%3D1495&usg=__a-6F7B5yx4BFC63Xta2hMiwt8uM=&h=266&w=400&sz=27&hl=th&start=2&sig2=HlPuu7onnWBVOqYKkL8pWQ&itbs=1&tbnid=ZlumylXU1QlBTM:&tbnh=82&tbnw=124&prev=/images%3Fq%3D%25E0%25B8%259E%25E0%25B8%2599%25E0%25B8%25B1%25E0%25B8%2581%25E0%25B8%2587%25E0%25B8%25B2%25E0%25B8%2599%25E0%25B8%259A%25E0%25B8%25A3%25E0%25B8%25B4%25E0%25B8%25A9%25E0%25B8%25B1%25E0%25B8%2597%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=SKQbTK3SH9DCrAerp7CsDAhttp://www.google.co.th/imgres?imgurl=http://kamoodvd.tarad.com/shop/k/kamoodvd/img-lib/spd_20090107113003_b.jpg&imgrefurl=http://kamoodvd.tarad.com/product.detail_198744_th_2011344&usg=__z-EtWSJSyCFegcLw5JDSNI3xF04=&h=333&w=500&sz=30&hl=th&start=1&sig2=5AD_t6gckioqXMFKvlcQmQ&itbs=1&tbnid=R_n4j4029cfGhM:&tbnh=87&tbnw=130&prev=/images%3Fq%3D%25E0%25B8%259E%25E0%25B8%2599%25E0%25B8%25B1%25E0%25B8%2581%25E0%25B8%2587%25E0%25B8%25B2%25E0%25B8%2599%25E0%25B8%259A%25E0%25B8%25A3%25E0%25B8%25B4%25E0%25B8%25A9%25E0%25B8%25B1%25E0%25B8%2597%26hl%3Dth%26gbv%3D2%26tbs%3Disch:1&ei=SKQbTK3SH9DCrAerp7CsDA


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Social Class Mobility


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y

4949

(Social mobility)



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(Vertical mobility)

- (Downward mobility)

- (Upward mobility




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5151

(Horizontal

Mobility):

(Group Mobility) ,,

y

The Affluent Consumer


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52Copyright

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Inc.

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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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