First, identify brands and behaviors you engage in as a consumer that are a dire

Question

First, identify brands and behaviors you engage in as a consumer that are a direct result of your family influence. Explain how the socialization process influenced you and your choices.

Second, identify brands and behaviors you engage in as a consumer that are different from your family. In this case, explain how other people in your life react to this consumption. Do not limit yourself to thinking about your family's reactions only.

Third, relate these brands and behaviors to your social class. Do you feel that your consumption is consistent or inconsistent with your subjective classification of your social class?

Fourth, discuss your response

Explanation / Answer

Ans: The family plays a major role in the consumer Socialization processes. Socialization of the consumer is the process in which the individual constantly harmonizes himself or herself with the environment by learning or changing new attitudes, values, and current norms. The way to explain is by taking an example through child's behavior.

First- Dominoes is a brand that we visit regularly on weekends. Small kids are attracted by the menu that they offer and at discounted price. Socialization process involves the family and friends. As on weekends family and friends tend to gather at dominoes to have fun time.

Second- The Brand Starbuck's is a different brand which is not affected by family decisions but involves decisions of people in life. Other people in life are mainly the co-employees and business partners. And star buck’s is a place where we can gather and have business or organizational decisions.

Third- Mobile Brand Apple & Samsung, consuming the new upcoming model add on the status. This behavior of purchasing new upcoming model is consistent with subjective classification of our social class.

Fourth- Discussion, in the first case where consuming Dominoes food products on weekends help us to gather at dominoes to have fun time. This has a direct influence because of family and involvement of children’s. There is a gender effect also as mother-child interactions plays more important role than father-child interactions. In the second case, Starbucks which has less family influence. Here the people in life like corporate partners react with positive behavior. Third case, consuming or use of new brands of mobile of Apple adds to social status and is consistent with classification of your social class.

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