External Influences - Family Influences (Birth Order)

Where a child places in the birth order can have an effect on how they see themselves, and therefore affects their consumer behavior. The middle child often seems to have the most negative impressions of his lot in life.


Younger children always want to be able to do the things older siblings are allowed to do. And older siblings may feel that the younger siblings get away with things they were not able to when they were the same age. Here are the levels of birth order:

• Only Child
• Oldest Child
• Second Oldest Sibling
• Middle Child of Three Siblings
• Youngest Sibling

Only Child

• Pampered and spoiled
• Is center of attention; often enjoys position. May feel special.
• Relies on service from others rather than own efforts.
• Feels unfairly treated when doesn't get own way.
• Likelier to hold a professional position.
• Concerned with meeting parents’ expectations.
• Confident.
• Pays Attention to Detail.
• Good in School.
• Overly Critical.

Oldest Child

• Is only child for period of time; used to being center of attention.
• Believes must gain and hold superiority over other children.
• Being right, controlling often important.
• Strives to keep or regain parents' attention through conformity.  If this failed, chooses to misbehave.
• May develop competent, responsible behavior or become very discouraged.
• Sometime strives to protect and help others.
• Confident.
• Determined.
• Born Leader.
• Organized.
• Eager to Please.
• Likes to Avoid Trouble.

Second Oldest Child

• Never has parents' undivided attention.
• Always has sibling ahead who's more advanced.
• Acts as if in race, trying to catch up or overtake first child. If first child is "good," second may become "bad." Develops abilities first child doesn't exhibit. If first child successful, may feel uncertain of self and abilities.
• May be rebel.
• Often doesn't like position.
• Feels "squeezed" if third child is born.
• May push down other siblings.

Middle Child of Three Siblings

• Has neither the rights of oldest nor privileges of youngest.
• May feel like they don’t have place in family.
• Becomes discouraged and "problem child" or elevates self by pushing down other siblings.
• Is adaptable.
• Learns to deal with both oldest and youngest sibling.

Youngest Sibling

• Feels every one bigger and more capable.
• Expects others to do things, make decisions, take responsibility.
• Becomes boss of family in getting service and own way.
• Develops feelings of inferiority or becomes "speeder" and overtakes older siblings.
• Remains "The Baby." Places others in service.
• If youngest of three, often allies with oldest child against middle child.
• Persistent
• Affectionate
• Crave the Spotlight

by Mkt Teachers

External Influences - Social Environment and Social Class

Social Environment

Reference groups have an influence on purchasing behavior, but the level of influence will depend on where the product will be consumed—in public or in private—and whether the product is a want or a need.

GROUP INFLUENCE ON PRODUCT AND BRAND SELECTION
	Need	Want
Public	Example: fast food lunch A product used in public that you need weak group influence for product selection, strong group influence for brand selection	Example: yacht A product used in public that you want strong group influence for product selection, strong group influence for brand selection
Private	Example: bed sheets A product used in private that you need weak group influence for product selection, weak group influence for brand selection	Example: hot tub A product used in private that you want strong group influence for product selection, weak group influence for brand selection

Social Class

Populations can be subdivided into groups who members share similar hobbies, opinions, and activities. Americans have two lifestyles—the one they are in and the one they strive to be in, which is usually better than their current situation. It is important for a marketer to understand the subdivisions of society in order to better choose target markets for their products and services.

PROFILE OF THE AMERICAN CLASS STRUCTURE
CLASS	% Pop	INCOME	EDUCATION LEVEL	OCCUPATION	DESCRIPTION
Upper-Upper	.3%	$5 million and up	Graduate Degree	CEO, Executives, Senator	Inherited wealth, aristocratic, fund charities, “old money”, participate in politics
Upper	1.2	$2 million	Graduate Degree	Executive, professional	Entrepreneurs, Sports Stars, Entertainers
Lower-Upper	12.5	$250,000	Graduate Degree, medical degree	Executive, Professional, Doctor	Education is important, involved in arts
Middle Class	32	$100,000	College Degree	Office workers, managers	Insecure due to economic fluctuations, live in the suburbs
Working Class	38	$50,000	High school	Teacher, plumber,	Skilled workers, may be in danger of falling into a lower class
Lower	9	$20,000	Some High School	Janitor, farmer	Poorly educated, low income, work as laborers
Lower-Lower	7	$9,000 and under	Grade School	Minimum wage or unemployed	Unskilled, may be unemployed for long periods of time, receive government support

by Mkt Teachers