The document discusses how social and cultural factors influence consumer behavior. It describes how reference groups, family, social roles and culture impact purchasing decisions. Family is a particularly strong influencer through socialization and shared experiences. Social class is also a determinant and can be measured objectively through variables like education and income or subjectively through self-reported assessments. Consumption patterns vary across social classes in areas like fashion, savings habits, and media exposure. Understanding these cultural and social influences provides insight into consumer decision-making.

1. CONSUMER IN THEIR SOCIAL AND CULTURAL SETTING
&
INFLUENCE OF FAMILY AND SOCIAL CLASS ON
CONSUMER BEHAVIOR
POOJA SHARMA
PARUL GAUTAM
POOJA SONI
PUJA
POONAM
SHAILESH NARWAT
SWATI BANDIL
SUBMITTED BY:-

2. CONSUMER IN THEIR SOCIAL AND CULTURAL SETTING
:-
Social factors are those factors influencing consumer behavior significantly.
They fall into three categories:-
- reference groups,
- family ,
-social roles and status.
REFERENCE GROUP:-
 that provide to the individual some points of comparison more or less direct about
his behavior, lifestyle, desires or consumer habits.
 Within a reference group that influence the consumer buying behavior, several
roles have been identified :-
1. the initiator
2. the influencer
3.the decision maker
4. the buyer

3. FAMILY:-
The family is the most influencing factor for an individual. It forms an
environment of socialization in which an individual will evolve, shape his
personality, acquire values. But also develop attitudes and opinions on various
subjects such as politics, society, social relations or his desires.
 for ex.- if you have never drunk Coke during your childhood and your parents
have described it as a product “full of sugar and not good for health”. There is far less
chance that you are going to buy it when you will grow up that someone who drinks
Coke since childhood.
SOCIAL ROLES AND STATUS:-
it is a set of attitudes and activities that an individual is supposed to have
and do according to his profession and his position at work, his position in the
family, his gender, etc.

4. CULTURAL FACTOR :-
Cultural factors comprise of set of values and ideologies of a particular
community or group of individuals.
Example - In India, people still value joint family system and family ties.
Children in India are conditioned to stay with their parents till they get married as
compared to foreign countries where children are more independent and leave
their parents once they start earning a living for themselves.

5. INFLUENCE OF FAMILY
ON
CONSUMER BEHAVIOR

6. WHAT IS FAMILY ??
A family is a group of two or more persons related by blood, marriage or
adoption who reside together .The nuclear family is the immediate group of
father, mother, and children living together. The extended family is the nuclear
family, plus other relatives, such as grand parents, uncles and aunts, cousins, and
parents-in law. The family into which one is born is called the family orientation.
What is the role of family??
The family provide banks & boundaries for its
Members.

7. STRUCTURAL VARIABLES AFFECTING FAMILIES :-
It includes the age of the head of the family, martial status, presence of children,
and employment status. Children increases family demand for clothing, food,
furniture, homes, medical care and education, while they decrease demand for
many discretionary items, including travel, higher-priced restaurants, and adult
clothing. Marketers can understand family decisions better by examining the
sociological dimensions of how families make consumer decisions.
cohesion adaptability communication

8. Cohesion:-
Is the emotional bonding between family members. It measures how close to
each other family members feel on an emotional level .Cohesion reflects a
sense of connectedness to or separateness from other family .
Adaptability :-
Measures the ability of a family to change its power structure, role relationships,
and relationship rules in response to situational and developmental stress. The
degree of adaptability shows how well a family can meet the challenges presented
by changing situations.
Communication: -
Is a facility dimension, critical to movement on the other two dimensions .Positive
Communication skills (Such as empathy, reflective, listening, support comments.)
Changing needs as they relate to cohesion and adaptability.

9. FAMILY DECISION MAKING :-
Individual members of families often serve different roles in decisions that
ultimately draw on shared family resources.
DYNAMICS OF HUSBAND WIFE DECISIOIN MAKING :-
Marketers are interested in the relative amount of influence that a husband and
wife when its come to family consumption choices the relative influence of
husband and wives can be classified as :-
HUSBAND DOMINATED
WIFE DOMINATED , AND
JOINT AND AUTONOMIC
FOR EX. During the 1950’s the purchase of a new automobile was strongly
husband dominated, whereas food and financial banking decisions more often
were wife dominated.
Husband-wife decision making also appears to be related to cultural
influence.

10. ROLES OF CHILDREN IN FAMILY DECISION MAKING :-
children also playing a most important role in family decision making process
This shift in influence has occurred as a result of families having fewer children ,
more dual income couples who can afford to permit their children to make a greater
no. of the choices, and the encouragement by the media to allow children to express
themselves.

11. THE FAMILY LIFE CYCLE:-
The emotional and intellectual stages you pass through from childhood to
your retirement years as a member of a family are called the family life cycle. In
each stage, you face challenges in your family life that cause you to develop or
gain new skills. Developing these skills helps you work through the changes that
nearly every family goes through. Not everyone passes through these stages
smoothly.

12. Continue ....
Situations such as severe illness, financial problems, or the death of a loved one
can have an effect on how well you pass through the stages. Fortunately, if you
miss skills in one stage, you can learn them in later stages. Several factors
influence the ways in which they spend. Most important them are family
lifecycle .
TRADITIONAL FAMILY CYCLE:-
The traditional family cycle is a progression of stages through which many
families pass, starting with bachelorhood, moving on to marriage, then to
family growth, to family contraction, and ending with the dissolution of the
basic units. Traditional FLC:
Bachelorhood,
Honeymooners,
 parenthood,
Post parenthood,
 Dissolution.

14. INFLUENCE OF SOCIAL
CLASS
ON
CONSUMER BEHAVIOR

15. WHAT IS SOCIAL CLASS ?
The division of members of a society into a hierarchy of distinct status
classes, so that members of each class have either higher or lower status than
members of other classes.
Or
we can say that social class can be thought of as a continuum which includes
a range of social position on which each member of society can be placed ,
divided into a small number of specific social classes or strata . Within this
frame work, the concept of social class is used to assign individuals or
families to a social class category .
SOCIAL CLASS AND SOCIAL STATUS:-
Social class often measure in terms of social status ,
Status is frequently thought of as the relative rankings of members of each social
class
• wealth
• power
• prestige

16. THE MEASUREMENT OF SOCIAL CLASS:-
Systematic approaches for measuring social class fall into the following
category :-
Subjective Measures:
individuals are asked to estimate their own social-class positions
Four categories best describe your social class :
Lower class
Lower – middle class
Upper - middle class
Upper class
Objective Measures:
individuals answer specific socioeconomic questions and then are categorized
according to answers.
Objective measure of social class fall into two basic categories :

17. • Composite-
variable indexes
• Index of Status
Characteristics
• Socioeconomi
c Status Score
•Single-variable
indexes
•Occupation
•Education
•Income
•Other
Variables

18. LIFE STYLE PROFILES OF THE SOCIAL CLASSES :-
To capture the lifestyle composition of various social – class grouping pieced
together from numerous sources , of the member of the following six social
classes :-
• Upper - upper class
• Lower upper class
• Upper- middle class
• Lower - middle class
• Upper – lower class
• Lower- lower class
Consumer behavior applications of social classes :-
Social – class profiles provide broad picture of the values , attitudes , behavior ,
that distinguish the member of various social classes . Consumer researchers find
the consumption behavior of various social classes .
1. CLOTHING , FASHION , AND SHOPPING :-
Social class is also an important variable in determining where a consumer
shops . People tend to avoid stores that have the image of appealing to a social
class very different from there own.

19. Continue..
2. SAVING , SPENDING , AND CREDIT :-
• Saving , spending and credit card uses all seems to be related to social class
standing . Upper class consumer are more future oriented and confident of
there financial acumen ; they are more willing to invest in insurance , stocks ,
and real estate .
• In comparison , lower class consumers are generally more concern with
immediate gratification ;when they do save, t hey are primarily in safety and
security.
3. SOCIAL CLASS AND COMMUNICATION :-
• Upper classes have a broader and more general view of the world
•Regional variations in language rise as we move down the social ladder
•Exposure to media varies by social class

20. CONCLUSION :-
Mastering the skills and milestones of each stage allows you to successfully
move from one stage of development to the next. If you don't master the skills,
you may still move on to the next phase of the cycle, but you are more likely to
have difficulty with relationships and future transitions.
Family life cycle theory suggests that successful transitioning may also help to
prevent disease and emotional or stress-related disorders. Whether you are a
parent or child, brother or sister, bonded by blood or love, your experiences
through the family life cycle will affect who you are and who you become.
 The more you understand about the challenges of each stage of the cycle, the
more likely you are to successfully move on. The stress of daily living or coping
with a chronic medical condition or other crisis disrupts the normal family cycle.
A crisis or ongoing stress can delay the transition to the next phase of life

21. CONTINUE.....
you can learn missed skills and improve your and your family's quality of life at
any stage. Self-examination, education, and perhaps counselling are ways to
improve yourself and your family life.
Social class define by the amount of status that members of specific class
posses in relation to members of other classes.
To method of measuring social class i.e. SUBJECTIVE MEASUREMENT and
OBJECTIVE MEASUREMENT.
By the help of subjective measurement we can measure self perception and by
the help of objective measurement we can measure socioeconomic measure i.e.
Education, income, occupation.