How does socialisation work?
Is there any marketing insight by knowing this?
Why isn't every chair the most comfortable chair ever? If there is a certain ergonomic styling that works better, why isn't it followed by everyone?
What is the marketing implication of a overbearing mother versus a mother that let's their ward explore and find their own way?
Six categories of mom: The Balancer, The Protector, The Nurturer, The Struggler, The Diva, The Stoic
DINKS - Double Income no Kids
The Balancer - multitasker, married, kids, working career woman, teaches children to become good consumers
The Nurturer: Sacrifices a lot to meet the wants of her children. Trusts well-known companies and brands
The Diva: Self focused and seeks acceptance from others. Is a conspicuous consumer. Views her children as part of
Parental styles and Consumer Socialisation:
X scale: Very Nurturing to Not Nurturing
Y scale: Permissive to Restrictive
Indulgent, Neglecting, Authoritarian, Authoritative
How families make purchase decisions:
Husband-dominated decision, Wife-dominated decisions, Joint decisions, Autonomic decisions
What affects the relative influence of a husband and wife on a particular consumer decision?
Why did Honda Navi fail in India? Does quirk even work in India?
Are we aware of our social class? How much of our decision making dependent on this?
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