台大消费者行为cb 12 family.ppt

文档介绍：FamilyandHouseholdInfluences2002/05/221Ch12OverviewFamilyandHouseholdFamilyLifeCyclesHouseholdDecisionRolesChildrenandHouseholdConsumerBehavior2002/05/222Ch12TheImportanceofFamiliesandHouseholdsonConsumerBehaviorManyproductsarepurchasedbyafamilyunitIndividual’sbuyingdecisionsmaybeheavilyinfluencedbyotherfamilymembers2002/05/223Ch12WhatisFamilyFamily:agroupoftwoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogetherNuclearfamily:mother,father,andchild(ren)livingtogetherExtendedfamily:nuclearfamily+relativesFamilyoforientation:one’sbirthfamilyFamilyofProcreation:familyestablishedbymarriage2002/05/224Ch12WhatisHouseholdHousehold:allpersons,bothrelatedandunrelated,upyahousingunitNonfamilyhouseholdsinclude:peoplelivingalonePOSSLQs(PersonsofOppositeSexSharingLivingQuarters)FriendslivingtogetherSamesexcouples2002/05/225Ch12FamilyLifeCycleFamilylifecycle(FLC):theprocessoffamiliespassingthroughaseriesofstagesovertimeFLCisanimportantpredictoroffamilyorhouseholdspending2002/05/226Ch12YoungSinglesNewlyMarriedCouplesFullNestI,II,IIIMarried,NoKidsOlderSinglesEmptyNestI,IISolitarySurvivorRetiredSolitarySurvivorLifeStageActivitiesandBehaviors2002/05/monTransitionsMARRIEDCOUPLE;NOCHILDRENMARRIEDCOUPLE;CHILDRENMARRIEDCOUPLE;CHILDRENLEFTSINGLEPARENT;MINORCHILDRENECONSTITUTEDFAMILIES;POSSIBLENEWCHILDRENORONESFROMPRIORMARRIAGESINGLE;ALONEORWITHROOMMATES2002/05/228Ch12HouseholdDecisionRolesDECIDERBUYERUSERINFLUENCERINITIATOR/GATEKEEPERSWISS!2002/05/229Ch12TheFamilyMarketingModelOne Some AllConsumer MemberMembersMembersOneMemberSomeMembersAllMembersAPurchaseDecisionMaker451672389Source:RobertBoutilier,“PuttingtheFamily’sStrings,”AmericanDemographics(April1993),