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SU5- Consumer (Social, Cultural) - Coggle Diagram

- - - - Buyer, user- may differ
      - Husband-wife
        
        Parental segment
        
        Indulgent
        
        Neglecting
        
        Authoritative
        
        Authoritarian
      - Child
        
        Increasing influence bcos
        
        Fewer children per family
        
        Dual-income family- more affordability > more buying choice (even for child)
        
        Social trend- encourage child's self-expression
        
        Segments
        
        Influencers- "pester power"
        
        Primary market
        
        Future consumer
    - - Traditional
        
        Bachelorhood- young, single adult living away from parents
        
        Honeymooners (20s)- young married couple
        
        Parenthood (30-50)- married couple with 1/+ child staying together
        
        Post-parenthood (50-70)- older married couple (child moved out)
        
        Dissolution (70+)- one surviving spouse
      - Non-traditional
        
        Couples- childless, married/give birth late
        
        Single parents- divorce, wedlock, adoption (after-school childcare)
        
        Extended family- adult child return home, elderly parent staying together (elderly daycare)
    - - Characteristics
        
        Reverse pyramid- upper class (highest consuming, spending power)
        
        Segmentation basis
        
        Affects- financial perspectives, media/leisure/shopping choices
      - Determinants- relative wealth, power, prestige, income, occupation, education
      - Measurement
        
        Subjective- self-report
        
        Objective- weighted index of socio-economic variables (e.g. occupation, income, etc.)
    - - Supporting functions
        
        Economic security
        
        Emotional support
        
        Suitable lifestyle- preferred consumption patterns e.g. diet, education, hobbies
        
        Socialisation
      - Types- nuclear, extended, single-parent affected by factors like literacy level, marriage/birth rate, women in workforce, etc.
      - Influence factor- family size, status, social class, demographics factor
  - - - Family- basic values, behaviours e.g. religion, interpersonal skills, career goals; influence more predominant in preadolescent
      - Friends- expressive attitudes/behaviours e.g. style, fashion; influence more predominant in adolescent onwards
    - - Children- mother seen as most influential (unique et of beliefs about child's marketing exposure)
      - Adolescent, adults (expanded social network)- marketing scepticism, able to make complex decision; significant life events can change consumption patterns
- - - - To reflect constantly changing trends, needs (marketing opportunities); ensures survival by retiring obsolete aspects
      - Factors- tech, resource shortage, wars, changing values, customs from other countries
  - - - Suprationational- transcending national boundaries
      - National- particular country
      - Group- e.g. families, workgroups
  - - - Formal- from family
      - Informal- by imitating whoever
      - Technical- order from trained instructors e.g. schools
    - - Acculturation- of foreign culture
      - Enculturation- of own's culture
      - Language, symbols- shared meaning
      - Rituals (festivities, occasions)- symbolic series of steps e.g. weddings, housewarmings
  - - - Content analysis- systematic analysis of communication content (verbal/pictorial) in msgs, brands, retail stores, etc.
      - Consumer fieldwork- natural setting observation (subjects unaware)
      - Survey e.g. VALS, World Values survey