Week 9 - Family and Culture Flashcards
(33 cards)
What is an extended family
- Consists of 3 generations living together and often icludes grandparents etc
What is a nuclear family
A mother a father and one or more children
What is the sandwhich generation
- Gen X - may adults caring for their own parents and their children
What are the boomerang kids
- Ages 18-34 worldwide more children live at home
What is pester power
- The ability to influence and nag their parents into purchasing items they might not otherwise buy
What are the different roles within family decision making
- information gatherer
- influencer
- decision maker
- purchaser
- consumer
When is joint decision making used
- usually for products or services labelled as high risk that require extended decision making
When is autonomic decision used
- when the other household members are unaffected
What marketers straetgies are used that align with families
- identify which family/household members are involved and at what stages
- identify motivations and interests
- it is important to appeal to all decision makers
What is culture
- the accumulation of shared meanings, rituals, norms, values, beliefs and traditions among the members of an organisation or society
What are the three culture theories we use
- Tandis
- Hofstede
- Globe project
What are the three points of trandis theory
Complexity - use of technology
Tightness - in tight cultures, norms are imposed tightly, centralised power in social systems
Collectivism - vs individualism
What are hofstedes 5 dimensions of culture
individualism
Masculinarity (dominant values)
Power distance (how relationships form when differences in pwoer are perceived)
Long term orientation (focus on short term success or long term gain)
Uncertainity avoidance (tolerance for uncertainty and ambiguity)
What is the globe project theory
- on going cross cultural invention of leadership and national culture
What is sub culture
- a group whose members share beliefs and common experiences that set them apart from other members of a culture
What do sub cultures have to do with marketing
Consumer culture is affect by subcultures - every consumer belongs to many different subcultures
What is acculturation
the process of movement and adaptation to one countrys cultural environment by a person form another country
What are the marketing implications of ethinic symbolism
- appreciate diversity
- avoid steryotypes
- understand behaviour triggers of different culture
- understand the media they consume
What are the charcteristics of Gen Alpha
- Born between 2010-2024
- Consumers in trainging
- Digital native
What are the charcteristics of gen z
- Born 2003-2009
- first fully global generation connected to media
- reserach first then go in-store
- want info on demand
- trust friends
- large consumers of media
How do you market to gen z
- personalise everything
- connect through social media but do not ignore traditional media
- use mobile to reach
What are the characteristics of Gen y/millenials
-Born between 1986-2002
- has a need to connect
- first to grow up with computes in their homes
- seamlessly engage with different media
What are the three major forces shapping millenials
- economy
- globalisation
- social media
What are the steryotpes of millenails
- me me me genration
- disloyal to brands
- loyal to friends opinions
- career focused
