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Democratic parents
Permissive parents
Autocratic families
Malleable families
Adult consumer socialization
- Transition process from childhood to adolescence
- Intergenerational consumer behavior as a cross
between generations i.e. parents to children and
vice versa
Young Person
Other
Friends
Family Members
Influence more
Influence more expressive
basic values/behaviour
attitudes/behaviour
•Moral/Religious principles
•Style
•Interpersonal Skills
•Fashion
•Dress/Grooming standards
•Fads
•Manners and speech
•`In/Out’
•Educational motivation
• Acceptable consumer
•Occupational/career goals
behaviour
•Consumer behaviour norms
Young single men and women who have established households apart from their parents
Have own income
Engaged and soon-to-be-married couples are the target for many products and services i.e. bridal
services)
Stage 2: Young Marrieds
Start immediately after marriage vows and continues until the birth of the first child
High combined disposable income that permits a pleasure-seeking lifestyle
Have considerable start-up expenses in establishing new home i.e. appliances, furniture)
Stable environment
Stage 3: Parenthood
Can be divided into pre-school, primary, high school and tertiary phases
Child-rearing and educational responsibilities gradually increase then decrease as children become self-
supporting
Stage 4: Post-parenthood
Financial freedom
University students
- consume wide range of goods and services i.e. personal
clothing, petrol etc and are more opinionated