2. • Consumer socialization is the
process by which young people
acquire skills ,knowledge and
attitudes relevant to their
functioning in market place.
.
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
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. 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. • 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. • 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. 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. • A field of study called semiotics examines the
role of signs and symbols have in assigning
meaning to objects .
Semiotics
objects
symbol interpretant
