7/29/2019 Marketing 260 - Family Decision Making - Chp 12

1/12

Buyer Behaviour

Family Decision Making

Chp. 12 with Duane Weaver

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

2/12

OUTLINE

The Family Defined

Effects of Family Structure and Composition

The Family Life Cycle

Family Decision Making

Family Decision Conflict

Family Decision Roles

Gender Roles and Family Decisions

Children and Family Decisions

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

3/12

The Family Defined

Extended family traditional family structure

several generations live together

Nuclear family a married couple and their children

Family household Containing at least two people

a husband and wife, married or living common law

a lone-parent, with children who have never marriedand are still living at home

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

4/12

Effects of Family Structure on

Consumption

Familys needs and expenditures

are affected by

1.The number of people in a family

2.The ages of family members

3.The number of adults employed

outside the home

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

5/12

Effects of Family Structure on

Consumption

The Family Life Cycle

Classifies consumers based on

trends in income, family composition

& demands placed upon income

Life cycles determine which product

categories are bought, but not how

much is spent on each category

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

6/12

The Family Life Cycle

Age of Head of HouseholdUnder 35 yrs 35-64 yrs Over 64 yrs

One adult in

household

Bachelor I Bachelor II Bachelor III

Two adults inhousehold

Young couple Childless couple Older couple

Two adults plus

children in

household

Full nest I*

Full nest II*

Delayed full nest*

Full nest III*

Full Nest I: youngest child is younger than 6 yrs

Full Nest II: youngest child is older than 6 yrs

Full Nest III: youngest child is older than 6 yrs and the parents are middle aged

Delayed Full Nest: parents are middle-aged but the youngest child is younger than 6 yrs

Adapted from: Mary C. Gilly and Ben M. Enis

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

7/12

Family Decision Making

Consensual vs. Accomodative

Consensual purchase decision

the group agrees on the desired purchase

differ on how it will be achieved

Accommodative purchase decision

reaching agreement among group members bybargaining, coercing, compromising and wielding

power

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

8/12

Family-Decision Conflict

Interpersonal

Needs

Product

Involvement

And Utility

Responsibility

Power

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

9/12

Family Decision Roles

1) Initiator

2) Information Gatherer

3) Gatekeeper

4) Influencer

5) Decision Maker

6) Buyer

7) Preparer

8) User

9) Maintainer

10) Disposer

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

10/12

Gender Roles and Decision-Making

1) Gender-role stereotypes

2) Spousal resources

3) Experience

4) Socio-economic status

Autonomic decision

Purchase decisions made almost exclusively by one

or the other spouse

Syncratic decision

Purchase decisions that are made jointly by

spouses

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

11/12

Children as Decision Makers Consumer Socialization

The process by which people acquire skills to function in themarketplace

Cognitive Development

The ability to comprehend concepts of increasing complexity as a

person ages

M

arketingResearch

&Children Product Testing

Message Comprehension

Ethics

7/29/2019 Marketing 260 - Family Decision Making - Chp 12

12/12

THANK YOU