Comportement du consommateur - Culture du consommateur Ménage et autres influences sociales (document en anglais)

Sessions 10-11

The consumer’s culture household and other social influences

Culture:

- Culture refers to norms, values and traditions consumers share.

- Culture is affecting everyone

- Values = state we want to follow / achieve. # from countries to countries & from person to person

- Traditions = ways of acting proper to a society, group of person

- Normally associated to countries

- Subcultures

Ethnic influences:

- Multicultural Marketing

Social Class:

- Social Class Hierarchy

- Type of social class systems

Overprivileged

Class average

Underprivileged

- Social Class influences:

Trickle-down effect

Status float

How social class is determined:

- Income

- Occupation and education

How age affects consumer behavior:

- Generation X

- Baby boomers

- 50 and +

→ Identify the values for each category

How the household influences CB

- Type of households (not only influences but units)

Nuclear Family = Parents + Children

Extended Family = “ “ + Other relatives

Household (Refers to the physical place)

Family Life Cycle = Single person → married couple →… → single survivor

→ Family decision = group influence

- Changing trends in household structure

Roles that household member play

- Household decision roles (most relevant aspect) – Influence the most persuasive member to save time and money

Traditional theory = Father → Money, car, loan // Mother → Children, food

Resources theory

Expected role theory = Depend of what we think is good/right

- Instrumental roles

- Expressive roles

- Bargaining or Concession

- The roles of spouses

Husband dominant

Wife dominant

Autonomic

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