MCS 2600 Lecture Notes - Lecture 10: Reference Group, Social Stratification

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Karen A.Gough

Document Summary

A family is two or more persons related by blood, marriage, or adoption who reside together. Family is the main reference group for many attitudes and. Families are the main target group for most products/product behaviours categories. Functions of the family: provision of economic and emotional support, pursuit of a suitable lifestyle for its members. Note: these decisions depend on the specific product or service and selected cultural influences. Nontraditional stages of the family life cycle: single parents, unmarried couples, single-person households. Note: these are important to marketers in terms of specific market niches. Social stratification the division of members of a society into a hierarchy of distinct social classes. Social class the amount of status that members of a specific class possess in relation to members of other classes. Social-class membership frame of reference for the development of consumer attitudes and behavior.