Through the use of functions of the family as well as emotional appeals advertising, marketers are able to identify unique segments of the market to target. They can also examine the main decision-makers within a household and develop products or services which meet their needs. Through the study of consumer behaviour and these two aspects of marketing, exporting opportunities such as the purchasing of luxury items due to dual-working couples can occur. If a marketer is able to spot these opportunities early, they can make full use of their research and knowledge to gain the best result possible.
Through the study of consumer behaviour, marketers gain the ability to understand what drives individual behaviours, needs and wants. This basic concept is relied upon by marketers to successfully position goods and services in the market by appealing to their target markets and fulfilling their needs and wants. Two aspects involved in consumer behaviour which allow marketers to identify consumers in their social and cultural setting include emotional advertising appeals and the theory behind functions of the family. These two aspects of consumer behaviour will be analysed under two significantly different cultures – Australia and South Korea. Through the examination of two varying cultures, individual differences can be distinguished aiding in the development of future consumer behaviour and marketing strategies. A sufficient knowledge of these two aspects of consumer behaviour will also provide crucial information for Australian businesspeople looking to export products internationally.
Functions of the Family
Throughout the literature, four basic functions of a family are demonstrated. Each of these represents a way in which an individual benefits from being part of a family household. The four functions of a family include family-member socialisation; economic well-being; emotional support; and provision of a family lifestyle (Schiffman, O’Cass, Paladino, D’Alessandro and Bednall, 2011). As discussed later, each of these functions aid in the support and growth of an individual through the family life cycle and provide knowledge and experience relevant to future purchasing power. The knowledge of the different functions of the family is crucial to marketers targeting a family segment as knowing how individuals in the family are influenced can be utilised to position certain products strongly in the mind of the primary household decision-maker (Leonard, 1979). Without this prior knowledge, advertising strategies may be directed towards individuals of the family whom take little responsibilities for household purchasing decisions, causing the strategy to be ineffective and provide little return on investment.
Socialisation of Family Members
Consumer socialisation can be described as “the process by which people acquire skills, knowledge, attitudes and preferences relevant to their own functioning and participation in the marketplace” (Schiffman et al., 2011). Whilst the majority of socialisation occurs during childhood and adolescence, it is an ongoing process throughout an individual’s entire life (Schiffman et al., 2011). In childhood, socialisation occurs within the family unit, as children are taught through observation of their parents and older siblings. However, as children reach adolescence their friends and peers become the stronger model of consumption behaviour (Schiffman et al., 2011). Carlson and Grossbart (1988) demonstrate how parental style results in significant changes to the child consumer socialisation process. This model can be applied to show the differences in child socialisation between Australia and South Korea.
In Australia, due to the nuclear family structure, parents tend to be less authoritarian and more democratic or permissive. In contrast, the traditional ‘stem’ family structure where the parents of the husband live with the eldest son and his family, means...