Why are mothers generally stronger consumer socialization agents than their husbands?

AN

ASSIGNMENT

ON

The Familly & Its Social Class Standing

Course Name: Consumer Behavior

Course Code: MKT-

Date of Submission: 4th July, 2020

Shah Alam Kabir Pramanik

Assistant Professor

Dept. Of Marketing,

Islamic University, Bangladesh.

Group No: 04

Session: 2016-

Dept. Of Marketing,

Islamic University, Bangladesh.

Group members

(Group 04)

ID Name E-mail Phone No.

1625003 M. Shariful Islam sshariful125@gmail 01768680895

1625013 Alamin Moral moralalamin1625013@gmail 01910317292

1625023 MD. Shahinur Rahman mdshahinurrahman122@gmail 01794608117

1625033 MD. Mohidul Islam smmohidul7@gmail 01853534454

1625043 MD. Zahid Hassain mdzahidhasan837537@gmail 01989498518

1625053 Rabin Ahammed rabiniukushtia253@gmail 01777023310

1625063 Most. Murshida Khatun murshidabristy6363@gmail 01773278498

1625073 Sadia Islam sadiasrabonti@gmail 01637567947

1. Family mealtime has also changed. It is replaced with the child eating away from the parents, leaving less opportunity for interaction with parents.

Socialization Of Family Members

1. The socialization of family members is a central family function.
2. In the case of young children, this process includes imparting to children the basic values and modes of behavior consistent with the culture. a) These generally include moral and religious principles, interpersonal skills, dress and grooming standards, appropriate manners and speech, and the selection of suitable educational and occupational or career goals.
3. Parental socialization responsibility seems to be constantly expanding.
4. A sign of parents’ constant pressure to help their young children secure an “advantage” or “keep ahead” are the demanding daily schedules that rule the lives of many children.
5. Marketers frequently target parents who are looking for assistance in the task of socializing their children. a) To this end, marketers are sensitive to the fact that the socialization of young children provides an opportunity to establish a foundation on which later experiences continue to build throughout life.

Consumer Socialization Of Children

1. The aspect of childhood socialization that is particularly relevant to the study of consumer behavior is consumer socialization, which is defined as the process by which children acquire the skills, knowledge, and attitudes and experiences necessary to function as consumers.
2. A variety of studies have focused on how children develop consumption skills.

a) Many preadolescent children acquire their consumer behavior norms through observation of their parents and older siblings who function as role models and sources of cues for basic consumption learning. b) In contrast, adolescents and teenagers are likely to look to their friends for models of acceptable consumption behavior.

1. Shared shopping experiences (i., co-shopping is when mother and child shop together) also gives children the opportunity to acquire in-store shopping skills. a) Co-shopping is a way of spending time with one’s children while at the same time accomplishing a necessary task.
2. Consumer socialization also serves as a tool by which parents influence other aspects of the socialization process. a) For instance, parents frequently use the promise or reward of material goods as a device to modify or control a child’s behavior. b) According to research, adolescents reported that their parents frequently used the promise of chocolate candy as a means of controlling their behavior (e., getting them to complete homework or to clean their rooms).
3. A socialization agent is a person or organization involved in the socialization process “because of frequency of contact with the individual and control over the rewards and punishments given to the individual. “
4. Mothers are generally considered to be stronger consumer socialization agents than their husbands, because they tend to be more involved with their children and are more likely to mediate their children’s exposure to commercial messages.
5. Consumer socialization of children does not function identically in all cultures. 8. There is research evidence to suggest that a child’s age and sex, family size, social class and race are important factors in the consumer socialization process.

The Family Life Cycle

1. The family life cycle (FLC) is a progression of stages through which many families pass.
2. The current decline in the percentage of families that progress through a traditional FLC (to be explored shortly) seems to be caused by a host of societal factors including: a) Increasing divorce rate b) The explosive number of out-of-wedlock births c) The 40–plus year decline in the number of extended families as many young families moved to advance their job and career opportunities
3. FLC analysis enables marketers to segment families in terms of a series of stages spanning the life course of a family unit.
4. The FLC is a composite variable created by systematically combining such commonly used demographic variables as marital status, size of family, age of family members (focusing on the age of the oldest or youngest child), and employment status of the head of household.

Social Class and Social Status

1. Researchers define each social class by the amount of status (social status) the members of that class have in comparison to members of other social classes.
2. In social class research (sometimes called social stratification), status is frequently thought of as the relative rankings of members of each social class in terms of specific status factors. Examples include: a) Relative wealth—amount of economic assets b) Power—degree of personal choice c) Prestige—the degree of recognition received from others
3. To secure an understanding of how status operates within the minds of consumers, researchers have explored the idea of social comparison theory. a) The idea is that individuals quite normally compare their own material possessions with those owned by others in order to determine their relative social standing. b) Status is often defined in terms of purchasing power.
4. Although social comparison theory and its related activity of status consumption have the potential of being very enlightening about status and how it operates, consumer and marketing researchers most often approach the actual study of status in terms of one or more of the following demographic variables: a) Family income b) Occupational status or prestige c) Educational attainment

Why mothers are generally stronger consumer socialization agents than their husbands?

How does the family influence the consumer socialization of children?

How does family influence consumer?

Is defined as two or more people related by blood marriage or adoption who reside together?