PART 1:
Since popular media (i.e.TV in the 1950’s, internet/digital/social media now) has become more accessible, it has changed the way people view what is normal and what people “need” to have. For example, many times we don’t know something exists until we see it on TV or the internet, and suddenly we HAVE to have it. A young kid thinks they are poor because EVERYONE else has certain shoes, phones, etc.
1. How do you feel marketing has influenced the consumer behavior of families? Is this making it harder for families to keep their heads above water?
2. What are a few product examples that are associated with the poor, the working class, and the rich?
3. Do you feel it is ethical for marketers to target children so they influence their parents to buy products – why or why not?
PART 2:
You have been retained by the Walt Disney Company as a marketing consultant to design a study investigating how families make vacation decisions.
1. Among the family members, whom would you interview? What kind of questions would you ask?
2. How would you assess the relative power of each family member in making vacation-related decisions?
PS: Consider the material attached in Power Point on “family decision making” in your answer.
The Family and Its Social Class Standing
CHAPTER
TEN
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Learning Objectives
To Understand the Changing Nature of U.S. Families, Including Their Composition and Spending Patterns.
To Understand the Socialization Process and Other Roles of the Family.
To Understand the Dynamics of Husband-Wife Decision Making, as Well as the Influence of Children in Family Consumption Decision Making.
To Understand How Traditional and Nontraditional Family Life Cycles Impact Consumer Behavior.
To Understand What Social Class Is and How It Relates to Consumer Behavior.
To Understand the Various Measures of Social Class and Their Role in Consumer Behavior.
To Appreciate the Distinctive Profiles of Specific Social Class Groupings.
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Ten Slide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Here is an outline of the topics for Chapter Ten.
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Learning Objectives (continued)
To Appreciate the Distinctive Profiles of Specific Social Class Groupings.
To Understand the “Ups and Downs” of Social Class Mobility.
To Understand the Relationship Between Social Class and Geodemographic Clusters.
To Understand the Affluent Consumer.
To Understand the Middle-Class Consumer.
To Understand the Working Class and Other Nonaffulent Consumers.
To Understand the Nature and Influence of the “Techno-Class.”
To Understand How Social Class Is Used in Consumer Research Studies.
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Ten Slide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Here is an outline of the topics for Chapter Ten.
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The Changing U.S. Family
Types of families
Nuclear
Extended
Single-parent
Changes in household spending patterns
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Ten Slide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
There are many different types of families. 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. With more women working, many households have double income. In addition, families are shopping for time-saving products and services since they have less time at home.
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Evidence of the Dynamic Nature of U.S. Households – Figure 10-2
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Ten Slide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
This figure shows how U.S. households are changing over time. In this chart, we clearly see the decrease in married couples with children and an increase in women and men living alone.
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Consumer Socialization
The process by which c
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