Consumer socialiZation

By Arathy.P

• Consumer socialization is the process by which young people acquire skills ,knowledge and attitudes relevant to their functioning in market place.

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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

ParentsTelevisionfriends

Methods of socialization

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

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

• 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

• 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

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 televisionsMakes 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 themselves Making

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 .

• A field of study called semiotics examines the role of signs and symbols have in assigning meaning to objects .

Semiotics

objects

symbol interpretant

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