Consumer socialization


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Consumer socialization

  1. 1. Consumer socialiZation By Arathy.P
  2. 2. • Consumer socialization is the process by which young people acquire skills ,knowledge and attitudes relevant to their functioning in market place. .
  3. 3. Model of socialization process Young people Friends Other family members Influence more basic values •moral/religious beliefs •Interpersonal skills •Dress/grooming standards •Manners and speech •Educational motivation •Occupational/career goals •Consumer behaviour norms Influence more expressions attitudes/behaviour •Style •Fashion •Acceptable consumer behaviour predolescent adolescent teens
  4. 4. Parents Television friends Methods of socialization
  5. 5. The role of parents in trying to teach their children to be more effective consumer is illustrated by following findings teaches price-quality relations to their children ,including experiences with the use of money and ways to shop for quality products. teach their children how to be effective comparison shoppers and how to buy products on sale . Influence children’s brand preferences. Influence children’s ability to distinguish fact from exaggeration in advertising Influence of parents
  6. 6. Parenting styles Authoritarian parents:- restrictive with a negative view of advertising Neglectful parents:- detached from kids and exercise little control over what their children do Permissive parents:- less restrictive and want children to learn about buying
  7. 7. • Older children and those with greater media exposure tend to recall more advertising slogans .The impact of advertising appears to vary among children of different age groups . Children and television
  8. 8. • Kids can be segmented by their age in terms of their stage of cognitive development,or ability to comprehend concepts of increasing complexity. Children differ inabilities to store and retrieve information from memory. Cognitive development limited Below age 6.children do not employ storage and retrieval strategies cued Between 6 and 12.children employ these strategies when prompted strategic 12 and above children spontaneously employ these strategies
  9. 9. Stages in consumer behaviour Observing Average age 6 months Constructs mental images of market places,objects and symbols Making requests Average age 2 years Makes requests for desired objects at home particularly from televisions Makes requests only in the presence of objects since they cannot carry representations in mind.Making selections Average age 3-4 years Begins to develop memory of store locations for certain products and locate and retrieve satisfying products by themselvesMaking assisted purchases average age 5 years Asks and receives permission to obtain objects in the store Making independent purchases Average age 8 years Gains a better understanding of money and become mature enough to convince parents .
  10. 10. • A field of study called semiotics examines the role of signs and symbols have in assigning meaning to objects . Semiotics objects symbol interpretant
  11. 11. • THANK YOU