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