Ch. 6: Family Decision Making Family purchases and consumption behavior Marketing strategy Structure of family unit Stage of the family life cycle Family.

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Presentation transcript:

Ch. 6: Family Decision Making Family purchases and consumption behavior Marketing strategy Structure of family unit Stage of the family life cycle Family decision process

Family Structure Nuclear family Extended family Single family

A Modern Family Life Cycle Traditional family flow Recycle flow Usual flow Middle-aged divorced without children Middle-aged married without children Young divorced without children Young single Young married without children Young married with children Middle- aged married with children Middle-aged married without dependent children Older married Older unmarried Young divorced with children Middle-aged divorced with children Middle-aged divorced without dependent children

Stages of the Family Life Cycle Stage Marital Status Children at Home Single Married None 6 years Younger(<35) Single I Young married Full nest I Single parent I Middle-aged (35-64) Single II Delayed full nest I Full nest II Single parent II Empty nest I Older (>64) Empty nest II Single III

Roles in Family Decision Making Decision Making Roles Influencers Gatekeepers Deciders Buyers Users Disposers Description of Roles

Family Decision-Making Process for Children’s Products Influencers (children) (parents) Communications targeted at children (taste, image) Communications targeted at parents (nutrition) Purchasers (parents) (children) User (children) Information gatherers (parents) (children) Initiators (parents, (children) Decision makers (parents, children)

Consumer Socialization Antecedents Socialization Process Outcomes Social Structural Variables Age or Life Cycle Position Learning Properties Agent-Learner Relationships Modeling Reinforcement Social Interaction Socialization Agents Parents Peers Schools Mass media (Moschis and Churchill 1978)

Other Functions of the Family

Dynamics of Husband-Wife Decision Making Husband-Dominated Wife-Dominated Joint Autonomic

Family Life Cycle/Social Stratification Matrix Stage of House- hold Life Cycle Social Class Single I Young married Full nest I Single parent I Single II Delayed full nest I Full nest II Single parent II Empty nest I Single III Empty nest II Lower-Upper-Lower-Upper- LowerLower Working MiddleUpperUpper

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