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Family
Two or more persons related by blood, marriage or adoption who reside together in the same household
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Househould
Might include individuals who are not related by blood, marriage or adoption, such as unmarried couples, family friends, roommates or boarders.
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8 roles in the family decision making process
- disposers
- influencer
- gatekeeper
- decider
- buyers
- users
- maintainers
- preparers
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Social Class
The division of members of a society into a hierarchy of distinct classes, so that members of each class have relatively the same status and members of all other classes have either more or less status.
ranked in a hierarchy ranging from low to high status
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The Measurement of Social Class
Subjective Measures
Reputational Measures
Objective Measures: Occupation Education Income
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Culture
The sum total of learned beliefs, values and customs that serve to regulate the consumer behaviour of members of a particular society.
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Beliefs
“Mental or verbal statements that reflect a person’s particular knowledge and assessment about some idea or thing
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Customs
Overt models of behaviour that constitute culturally acceptable ways of behaving in specific situation
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Values
Relatively enduring beliefs that serve as guides for what is considered ‘appropriate’ behaviour and are widely accepted by the members of a society
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Core Values
Values that are held by almost every person in a particular society
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Enculturation
The learning of the culture of one’s own society
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Acculturation
The learning of a new or “foreign” culture
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Australian Values Segment
- Basic Needs
- Fairer Deal
- Traditional Family Life
- Conventional Family Life
- Look at Me
- Something Better
- Real Conservatism
- Young Optimism
- Visible Achievement
- Socially Aware
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Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
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Cultural Profile of a Society: 4 Composite Element
- 1. The core cultural themes shared by most people irrespective of what subculture(s) they may belong to.
- 2. Self-identification.
- 3. The language used.
- 4. The unique beliefs, values, and customs subscribed to by members of specific subcultures
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Age Subcultures
- Gen Y (1980-1994)
- Gen X (1965-1979)
- BB (1946-1964)
- Seniors (60+)
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Cross-cultural analysis
Involves examining the similarities and differences between consumers in different nations.
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Country of Origin Effects
Where purchase decisions are influenced by where the product originates from (produced).
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