Consumer Socialization Of Children Case Study

3.0 Social-cultural
3.1 Family-Consumer Socialization of Children
Family is a social group consisting of parent and children living together in a household. Family households consist of married couple, nuclear family and extended family. Consumer socialization is the process of children obtains the skill knowledge and attitude to function as consumer (Schiffman, Consumer Socialization of Children, 1997).

Basically, parent will teach their children about basic value and modes of behaviour with culture. These basically include of moral, religious principle, manner speech, grooming, interpersonal skills and consumption skill such as how to make purchasing decision, spending versus saving and so on. The effect of parent in socialization

Opinion leader can be politician, business leader, sport stars, blogger and so on (Schiffman, Opinion Leader, 1997).

Opinion leader can influence the buying decision making process of consumer. Consumer will evaluate the product and uses of the product before they want to purchase and make sure the product can satisfy their want and need by opinion leader. In additional, consumer will accept opinion leader’s advice and information as well as opinion leader may give proper information. Moreover, consumer will get advice and opinion from opinion leader to avoid make a wrong decision when consumer having difficulty to make decision (Sunitha Chakravarthy, 2011).

Traditional word-of-mouth play an important role in consumer buying decision. Internet also provided opportunity for consumer to offers their own consumption advice by engaged in electronic word of mouth. EWOM deserve the serious attention of marketing researcher. Mega Cinema can focus on EWOM method to increase sale. For example: Mega can increase the popularity of their brand name and product through consumer communication and spreading their product. Furthermore, Mega cinema can invite blogger such as “JaneChuck” to promote their cinema and product because she is a famous blogger in Malaysia (Thorsten Hennig-Thurau,

Celebrities are someone who has a high degree of recognition, respect, trust amongst the people and someone who is well-known advertise for a product by lending their name or image to promote product or service (Schiffman, Reference Group, 1997).

According to research, adding value to promoted product celebrity endorsement can make consumer trust on the brand as consumer think of the product as high quality product or even valuable without make any checking. Furthermore, appreciation and trust of consumer toward the celebrity who endorses the brand maybe automatically transfer to the product. Consumer might be intend to buy the product which promoted by consumer’s favourite celebrity even consumer don’t need the product because consumer maybe feel happy while purchasing a quality product (Anna Poghosyan, 2015).

In order to increase sales, Mega cinema might be invite a potential and famous actor such as “Andy Lau” to promote about their brand and their product as an actor having a related knowledge about movie and product that related to movie. By that, it can increase the credibility of consumer toward cinema and consumer willing to make purchases (Priangle,