1. Copyright 2007 by Prentice Hall
Chapter 10: The Family and Its Social Class Standing, Culture, Subculture
MKT 344 Faculty: NNA
Copyright 2007 by Prentice Hall

2. Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
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3. FORMS OF CULTURAL LEARNING
Formal Learning
Informal Learning
Technical Learning
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4. Culture Is Learned Issues Enculturation
Enculturation and acculturation
Enculturation
The learning of one’s own culture
Acculturation
The learning of a new or foreign culture

5. 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

6. 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)

7. 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

8. Selected Rituals and Associated Artifacts
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
Catered party, card and gift, display of photos of the couple’s life together
Graduation
Pen, U.S. Savings Bond, card, wristwatch
Valentine’s Day
Candy, card, flowers
New Year’s Eve
Champagne, party, fancy dress
Thanksgiving
Prepare a turkey meal for family and friends

9. The Invisible Hand of Culture
Each individual perceives the world through his own cultural lens
We often don’t think about the influence that culture has on behavior. Sometimes things just seem like the “right thing to do.” The statement in this slide helps sum up culture as a lens with which people see the world.
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Chapter Eleven Slide

10. A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2
This theoretical model of culture’s influence on behavior gives us a sense of how culture combines with personality traits to build our beliefs and values. This forms our attitudes, which combine with social norms to determine how we intend to behave, and consequently do behave, in given situations.
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Chapter Eleven Slide

11. Achievement and success Efficiency and practicality
American Core Values
Achievement and success
Activity
Efficiency and practicality
Progress
Material comfort
Individualism
Freedom
External conformity
Humanitarianism
Youthfulness
Fitness and health
These eleven values can be considered the “building blocks” of American culture. Take a minute to think about each one. There is probably a good chance that you can picture an advertisement that appeals to each of these values. Most of these values are clearly stated and should be easily understandable. The ones that might need some description are progress and external conformity. Progress relates to the fact that people and the society can improve themselves. It is closely tied to the related values of achievement, success, efficiency, and practicality. External conformity relates to the fact that although consumers like freedom of choice and individualism, they all accept the reality of conformity.
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Chapter Eleven Slide

12. Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
A subculture has beliefs, values, and customers that set them apart from the other members of the same society.
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Chapter Twelve Slide

13. EXAMPLES OF MAJOR SUBCULTURAL CATEGORIES
Nationality
Greek, Italian, Russian
Religion
Catholic, Hindu, Mormon
Geographic region
Eastern, Southern, Southwestern
Race
African American, Asian, Caucasian
Age
Teenagers, Xers, elderly
Gender
Female, male
Occupation
Bus driver, cook, scientist
Social class
Lower, middle, upper
Here are some of the major subcultural categories that exist in the United States. Many of these will be explored in this chapter.
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Chapter Twelve Slide

14. Major Age Subcultures Generation Y Generation X Baby Boomers Seniors
You have probably heard these terms before. Marketers and other researchers divide the population into groups depending on the year they were born. There are many differences between these age subcultures, which will be explored in the following slides.
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Chapter Twelve Slide

15. What Is a Group?
Two or more people who interact to accomplish either individual or mutual goals

16. 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.

17. Reference Groups Influence
Normative influence:
learning and adopting a group’s norms, values, and behaviors.
Reference groups influencing broadly defined value. i.e. Family
Symbolic group:
a group to which an individual is unlikely to belong, but whose values and behaviors that person adopts

18. 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

19. 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

20. MAJOR CONSUMER REFERENCE GROUPS

21. Selected Consumer-Related Reference Groups
Friendship groups (informal)
Shopping groups (who buys together)
Work groups (colleagues)
Virtual groups or communities (e-group)
Consumer-action groups

22. 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.

23. Virtual groups or communities: individuals who work across time, space and organizational boundaries with links strengthened by webs of communication technology.
Brand Communities

24. Reference Group Appeals
Celebrities
The expert
The “common man”
The executive and employee spokesperson
Trade or spokes-characters
Other reference group appeals

25. TYPES OF CELEBRITY APPEALS
DEFINITION
EXAMPLE
Testimonial
Based on personal usage, a celebrity attests to the quality of the product or service
Wasim Akram : Diabetes
Endorsement
Celebrity lends his name and appears on behalf of a product or service with which he/she may not be an expert
Amitabh : Vatika Chamanprash, Dawaat
Actor
Celebrity presents a product or service as part of a character endorsement
Beckham : Vodafone
Spokesperson
Celebrity represents the brand or company over an extended period of time
Nicole Kidman : Chanel
SRK: Tag Heuer

26. Nonfamily Households:
Married couple,
Nuclear family,
Extended family
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders

27. 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.
There are many different types of families.
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Chapter Ten Slide

28. 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.
In addition to socialization , the family provides other functions. The family provides economic security to its members, emotional support, and a way to share common goals and experiences.
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Chapter Ten Slide

29. 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.
Parents teach their children basic values and modes of behavior. These include moral and religious principles, as well as everyday skills such as manners and speech, grooming, and interpersonal skills. Do parents teach children consumption skills? Absolutely, they learn about spending versus savings, how to shop, and how to make purchase decisions. Children today are exposed to marketing messages at a very young age, especially through television advertising and the Internet.
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Chapter Ten Slide

30. 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.
Marketers have long used the family life cycle, also known as FLC. It gives us an idea of the stages that many families pass throughout their life. The fact is that this traditional life cycle is only passed through by a certain percent of families, so many modifications have been made and a nontraditional family life cycle has been created.
In terms of the traditional FLC, we see the 5 stages. Stage I, Bachelorhood, includes single men and women who have moved out of their parents’ home and are living on their own. The next stage, the Honeymooners, occurs immediately after marriage before the arrival of the first child. They often have start-up expenses as they establish a new home. Stage III, parenthood, occurs with the arrival of the first child. In this stage, people’s financial status often changes. Stage IV, 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. The final stage, dissolution, occurs with the death of one spouse. Many in this stage will remarry or begin to live a more economical lifestyle.
This web link takes you to Fidelity, a very well know financial services company. You can see that they have products that are targeted to all stages of the family life cycle.
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Chapter Ten Slide

31. Nontraditional FLC Family Stages
Alternative FLC Stage
Definition/Commentary
Childless couples
Increasingly acceptable with more career-oriented 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
Child out of wedlock
Single parents III
Single person who adopts
Extended family
Adult children return home. Divorced adult returns home. Elderly move in with children. Newlyweds live with in-laws.
As you can see from this table, there are many more types of family households than described in the traditional life cycle. In addition to the ones here, there are many nonfamily households not described in the traditional family life cycle.
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Chapter Ten Slide