1. Marketing 334 Consumer Behavior
Chapter 6
Families and Households
Based on Consumer Behavior, 10th ed. by
Hawkins, Mothersbaugh and Best

2. The Nature of American Households
The Household Influences Most Consumption Decisions

3. The Nature of American Households
Family Household
Non-family Household

4. The Nature of American Households
Family and Nonfamily Households

5. The Traditional Family Life Cycle

6. The Household Life Cycle
More complex and varied than the traditional view
Each HLC stage includes unique needs and wants as well as financial condition and experiences

7. Household Life Cycle
Stages of the Household Life Cycle

8. Marketing Strategy Based on the Household Life Cycle
HLC/Occupational Category Matrix

9. Family Decision Making
Family Purchase Roles
Determinants of Family Purchase Roles
Conflict Resolution
Marketing Strategy and Family Decision Making
Consumer Socialization and Marketing to Children
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10. Family Decision Making
The Household Decision-Making Process for Children’s Products

11. Family Decision Making
Husband/Wife Decision Roles for Services

12. Family Decision Making
Determinants of Family Purchase Roles
How families interact in a purchase decision is largely dependent on the
culture and subculture in which the family exists
the role specialization of different family members
the degree of involvement each has in the product area of concern, and
their personal characteristics of the family members

13. Consumer Socialization
Consumer socialization is the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace.
Consumer socialization content refers to what children learn with respect to consumption.
Consumer socialization process refers to how they learn it.

14. Consumer Socialization
Piaget’s Stages of Cognitive Development
Stage
Description
Stage 1
The period of sensorimotor intelligence (0-2 yrs.)
- behavior is primarily motor
- the child does not yet “think” conceptually, though
cognitive development is seen
Stage 2
The period of preoperational thoughts (3-7 yrs.)
- Characterized by the development of language and
rapid conceptual development
Stage 3
The period of concrete operations (8-11 yrs.)
- the child develops the ability to apply logical
thought to concrete problems
Stage 4
The period of formed operations (12-15 yrs.)
- the child’s cognitive structures reach their greatest
level of development, and the child becomes able
to apply logic to all classes of problems.

15. Consumer Socialization
The Content of Consumer Socialization
Consist of three categories:
Consumer Skills
Consumption-related preferences
Consumption-related attitudes

16. Instrumental Training
Consumer Socialization
The Process of Consumer Socialization
Parents socialize their children through the following:
Instrumental Training
Modeling
Mediation

17. Marketing to Children very large market ethical concerns
The limited ability of younger children to process information and to make informed purchase decisions.
Marketing activities, particularly advertising, can produce undesirable values in children, resulting in inappropriate diets, and cause unhealthy levels of family conflict.
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