Chapter 6 Learning Objectives Define “household”. Identify the household factors that impact household purchases and consumption behavior. Discuss the.

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Presentation transcript:

Chapter 6 Learning Objectives Define “household”. Identify the household factors that impact household purchases and consumption behavior. Discuss the factors upon which the household life cycle is based. Explain how children learn customer roles.

HouseholdHousehold a consumption unit of one or more persons identified by a common location with an address

Influences on Household Purchases Structure of household unit Stage of the household life cycle Household decision process

Variables in Household Life Cycle Age Marital status Presence/absence of children Age of children

Learning Customer Roles Consumer Socialization Instrumental training Modeling Mediation

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