Influence of Socialization on consumer behavior-
MBA / BBA MARKETING MANAGEMENT
QUESTION PAPER APRIL 2018
PUNE UNIVERSITY
·
Process by which a
person tries to acquire principal ways of behaving, the values, norms, and
attitudes of the social and cultural unit of which the individual is a part.
Social organization may be defined as an individual’s pattern of interaction with other people in the society. Thus, an individual may be influenced by his family, friends, and members of reference group and so on
1.
the process through which
we learn the entire range of physical, intellectual, and social skills needed
to function as members of our society
2.
The most important agents
of socialization are (i) family, (ii) educational institutions, and (iii)
3.
religious institutions.
5.
Family, educational institutions
and religious institutions play the vital role in individual’s behavioral
pattern.
6.
Socialization is the
way through which we come to know of the values, beliefs, and norms or our
culture, as well as how to behave in a socially approved manner.
7.
individual will be
influenced by others depends on his social organization, i.e., by his patterns
of interaction with other people in his society
8.
influences of all
social groups are not equal on the individual consumer.
9.
Socialization is the
process of imparting the individual, the basic values and modes of behavior
approved by his culture.
10.
This process usually
includes teaching of moral and religious principles, interpersonal skills,
dress and grooming standards, appropriate manners and speech and a number of
other things.
11.
defined socialization
as “the process by which a new member learns the system of values, norms, and
expected behavior patterns of the group being entered.”
12.
why family teaches its
members to socialize? : (a) to instill self-control; (b) to instill values; and
(c) to instill role behavior.
13.
An individual lacking
self-control cannot live in the society comfortably with others. If you want to
successfully live with other members of your society, you have to have a very
high degree of self-control.
15.
Some of the values are sharing,
caring, showing respect to seniors, being affectionate to youngers and so on.
We, for example, teach our kids to share their toys and other belongingness
with others of his same age.
16.
Self-concept or
self-image of the child starts developing as he/she interacts with others in
the family. This interaction gives child the ideas to define him/her as a
separate entity,
17.
You may distinguish between
the act Self-concept or self-image of the child starts developing as he/she
interacts with others in the family. This interaction gives child the ideas to
define
18.
him/her as a separate
entity,ual self-concept – the way you view yourself-and the ideal
self-concept – the
way you want to be viewed or would like to view yourself.
19.
self-concept consists
of four parts viz. actual concept, ideal concept, private self, and social
self. The actual concept refers to your idea of who you are now. The ideal
concept means your conception of who you would like to be. The private self, on
the otherhand refers to how you would like to be to yourself. The socialself is
your idea on how your are seen by others or how you would like tobe seen by
others.
20.
A marketer, while
developing new products and new appeals for consumers, always need to keep in
mind that the product design, characteristics, and advertising appeal should be
consistent with the consumers’ self-concept.
21.
self-concept. can help
marketers in a number of marketing decisions including product design, pricing,
promotion, market segmentation and so on.
22.
Children learn many
things at Educational Institutions including the history of their nation,
culture, its norms, values, heritage, and patterns of behavior considered
socially acceptable.
Real Self:
How you actually see yourself now
Ideal Self:
How you would like to see yourself.
Real Social
Self: How you perceive others actually see you.
Ideal Social
Self: How you would like to have others see you.
1.
Shopping, which is a highly
visible activity, and the consumption of many publicly consumed brands are
subject to social influences.
2.
we may observe that you
allow your children behave one way when they are at home. But you expect them
to behave differently when they accompany you to marketplace or one of the
relatives’ houses.
3.
we in the family, teach
our children through our behaviors that the roles of males and females are
different, and consequently they should behave differently.
4.
a fashionable women (as
she perceives herself) may buy fashionable, not comfortable clothing to wear
even at home. Another women, who, for example, considers herself as not
fashionable (self-concept) may display different patterns of The self-concept
that you have of yourself is not a rigid one.
5.
One’s self-concept
actually influences his choice of not only clothing, but number of other items
that he buys and uses such as automobile, housing, cosmetics, food items, different
packaged goods, luxury items, store selection and so on
6.
The way an individual
is taught these in the educational institutions and the way he interacts with
his fellow classmates determine to a great extent his overall behavior
including consumption behavior.
7.
The religious training
one get may dictate or discourage the use and consumption of certain items.
Muslims, for example, do not buy and eat pork as teachings of Islam forbid it.
Hindus for example, do not eat beef as discouraged by their religion.
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