AND FAMILY
Definition
Consumer behavior can be said to be the study of how individual’s
make decision on how to spend their available resources (time ,
money and efforts) on various consumption related items.
Groups affecting consumer behavior
Family
Traditionally, Family is defined as two or more persons related by
blood , marriage or adoptions who reside together.
In simple words the individuals who constitute a family might be
described as member of the most basic social group who live
together and interact to satisfy their personal and mutual needs…
Eight Roles in the Family Decision-Making Process
The Traditional Family Life
Family Life Cycle in India
Young Singles
Post Retirement
Consumer socialization
Consumer socialization is defined as the process in which children
acquire all the necessary skills to function as consumer. For example,
Japanese mothers want their children to develop independent skills
at an early age. Japanese mothers maintain greater control over their
children’s consumption.
How children develop consumption skill?
A variety of studies have focused on how children develop consumption skills. Children acquire their consumer
behavior norms through the following:
1. Observation
Pre-adolescent children observe their parents who function as role models. They are the important source of
cues for consumption learning. Adolescents and teenagers emulate their friends as models for consumption
behavior. Younger children react positively to advertisements involving a spokesperson. Teens often like products
for the simple reason that their parents disapprove of them.
2. Co-shopping
Co-shopping is a way of spending time with one’s children. Children influence family members to purchase for
many products. Working mothers are more likely to undertake co-shopping with their children than non working
mothers. This gives children an opportunity to acquire in-store shopping skills.
3. Promise or reward of material goods
Parents control the child’s behavior by promising rewards of material goods. Mother reward her kid with gift
when the child behaves in pleasing manner. She may take back the gift when the child disobeys. Adolescents say
that their parents frequently promise chocolate candy as a means of controlling their behavior.
STAGES OF CONSUMER SOCIALIZATION
Jean piaget, the Swiss psychologist has identified three stages in consumer socialization. They
are
1. Pre-operational stage: Between the age of 3 and 7, children’s understanding and language
skills develop. The consumption behavior of the children at this age is different that they depend
mainly on parents as consumers. At the same time they are allowed certain choices for items
such as chocolate, ice-cream, etc.
2. Concrete operational stage: Children in the age group of 8 to 11 are in concrete complex
stage. During this stage, children acquire complex abilities and develop a taste. Children use
persuasive techniques to get what they want. They also apply reasoning power.
3. Formal operational stage: Children in the age group of 12 to 15 pass through formal
operational stage. They have better understanding of their surroundings and power of
argument. They disagree with their family members in matters affecting them. They develop
their own perception and values. In advanced countries, children at this stage work parttime and
earn money. So, they make purchase decisions of their own. Many of them get gifts and financial
assistance from their grandparents.
ROLE OF PARENTS IN BUILDING CONSUMER-
BEHAVIOR
Carison and Grassbort have identified four types of parents in the context of consumer behavior.
1. Authoritarian parents: Authoritarian parents have a strict control over their children. They want their
children to be free from external influences. Owing to changes in the social system and growing
independence of children, authoritarian parents are declining in number.
2. Neglecting parents: Some parents neglect the behavior of their children. They do not pay attention as to
how their children behave. They let their children free from their control. Generally, rich parents who do not
have time to deal with their children belong to this category.
3. Democratic parents: Parents of this kind neither neglect their children nor impose strict control on them.
The way they deal with their children is democratic. Though children are let free, they are expected to
behave correctly. Parents have frank discussion with their children on matters affecting their choice.
4. Permissive parents: Permissive parents are those who impose minimum restrictions on their children.
Permissive parents give due regard to the rights of their children. But they expect them to behave in a
responsible manner.
Sequence In Non-Traditional Household
Life Cycles
Sequence 1: Sequence 3:
◦ Young Married couple with children ◦ Young married couple with children
◦ Young divorced parent ◦ Middle-aged divorced parent
◦ Single parent with older children ◦ Middle-aged married parent with children and
◦ Older, unmarried step-children
Sequence 2: Sequence 4:
◦ Young divorced couple without children ◦ Young unmarried couple without children
◦ Middle-aged married couple ◦ Middle-aged married couple
◦ Older married couple without children. ◦ Older married couple without children
◦ Widow