Consumer Behaviour -Prof. Rajesh Satpathy

Functions of the Family

Economic Well-Being: Family support to its members. Girls and Boys till their marriageable age are dependent on their parents. Pocket money provided to them by parents on demand.

Emotional Support: The provision of emotional nourishment including love, affection and intimacy to its members is the most important function of the family in India.

Indians are not individualistic they seek emotional support from family members. Specifically during Happy or Sad moments and get-together of families shows solidarity in common.

Eg: Pillsbury Atta

Family n Social Class

Family n Social Class

"Tumhe aur mummy dono ko isme rakhana jo hai.“VO: "Pillsbury. Dil se khao."

Functions of the Family

Sustainable Family Lifestyle: Another important function of the family in terms of CB is the establishment of a suitable lifestyle for the family. Based on culture, attitude and economic conditions, family decides the importance of various things for their kids life, education or career, dress materials.

Eg: Aashirbaad Namak

Family n Social Class

Family n Social Class

Super: 'Aashirvaad namak, zindagi mein namak damak.'

Sociological Concept

Social class is a sociological concept, which is a part of culture. This is commonly used in research for understanding consumption patterns n behavior.

Def: “Social class is division of members of society in various hierarchical divisions which gives rise to social status to members”.

Social status can be measured by combining wealth (amount of wealth), power (influence over others in society).

Social Class

Socialization of Family Members

Consumer Socialization of Children:

This can be defined as the process by which children acquire the skills, knowledge, attitudes and experiences, necessary to function as consumers.

Eg: Pepsodent communicates the traditional behavior of mother scolding the child… same way communicates the brand benefit of ‘Protection’ effectively.

Social Class

Video: Pepsodent Protection

Socialization of Family Members

Adult Socialization:

Specifically in India, adults lives with their parents up to 25 years of age. Marketers understand this and try to make adult learn about the new product and its USP.

Eg: Frooti- The Kiddo mango drink.Cadbury Dairy Milk

Social Class

Video: Frooti

Video: Cadbury Dairy Milk

Socialization of Family Members

Intergenerational Socialization:

Many products and brands are transferred from one generation to another may be for three or four generations within the same family called as Intergenerational Brand Transfer.

Eg: Dabur Lal Tel highlights the benefits and uses by generations.

Social Class

Video: Dabur Lal Tel

Social Class Division

Social class is ranked in hierarchy from higher to lower. Members of higher class perceives themselves superior to lower class.

Higher members, drive Luxury Cars, Play Golf n Holidaying abroad… they avoid using products that are associated with lower class.

These characteristics helps marketers to position their products in the mind of their customers.

Theme: Customer belonging to similar social class would exhibit same buying behavior.

Social Class

Social Class Measurement

There are 3 types of measure to classify social class.

>> Subjective Measure>> Reputational Method>> Objective Method

Single Variable Index:

Occupation: It is expected that people of same profession behave in a similar manner and have some similarity of professional need. Occupation reflects occupational status of a person.

Social Class

Social Class Measurement

Education: Education is another variable used to classify Social Class. It is presumed that education n social classes are interlinked as more education means better occupation n income.

Income: The income of an individual or family plays a important role in his/her behavior as a consumer. Income is the most important variable as this decides the buying power.

Cast: The social class in India have also been segregated on non- economic factors like Cast, Religion, Language n Social Customs, which varies from region to region n religion to religion.

Social Class

Social Class Measurement

Composite Variable Index:

Composite index combines a no. of socio-economic factors to overall standing of member in society. One of this type of measure used in India is called SEC (Socio Economic Classification), this combines occupation and education and classify the respondent in SEC – A1, A2, B1, B2, C1, C2 and D classes.

Social Class

Social Class Categories

Classification based on Income Level: Total of 9 Category

1. Lower-lower2. Lower-middle3. Lower-upper4. Middle-lower5. Middle-middle6. Middle-upper7. Upper-lower8. Upper-middle9. Upper-upper

Social Class

Thank You!!