文档介绍：Family and Household Influences
2002/05/22
1
Ch 12
Overview
Family and Household
Family Life Cycles
Household Decision Roles
Children and Household Consumer Behavior
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Ch 12
The Importance of Families and Households on Consumer Behavior
Many products are purchased by a family unit
Individual’s buying decisions may be heavily influenced by other family members
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3
Ch 12
What is Family
Family: a group of two or more persons related by blood, marriage, or adoption who reside together
Nuclear family: mother, father, and child(ren) living together
Extended family: nuclear family + relatives
Family of orientation: one’s birth family
Family of Procreation: family established by marriage
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4
Ch 12
What is Household
Household: all persons, both related and unrelated, who occupy a housing unit
Nonfamily households include:
people living alone
POSSLQs (Persons of Opposite Sex Sharing Living Quarters)
Friends living together
Same sex couples
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5
Ch 12
Family Life Cycle
Family life cycle (FLC) : the process of families passing through a series of stages over time
FLC is an important predictor of family or household spending
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6
Ch 12
Young Singles
Newly Married Couples
Full Nest I, II, III
Married, No Kids
Older Singles
Empty Nest I, II
Solitary Survivor
Retired Solitary Survivor
Life Stage
Activities and Behaviors
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7
Ch 12
mon Transitions
MARRIED
COUPLE;
NO
CHILDREN
MARRIED
COUPLE;
CHILDREN
MARRIED
COUPLE;
CHILDREN
LEFT
SINGLE
PARENT;
MINOR
CHILDREN
ECONSTITUTED
FAMILIES;
POSSIBLE NEW
CHILDREN OR ONES
FROM PRIOR MARRIAGE
SINGLE ;
ALONE OR
WITH
ROOMMATES
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8
Ch 12
Household Decision Roles
DECIDER
BUYER
USER
INFLUENCER
INITIATOR/
GATEKEEPER
SWISS!
2002/05/22
9
Ch 12
The Family Marketing Model
One Some All Consumer Member Members Members
One Member
Some Members
All Members
A Purchase Decision Maker
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Source: Robert Boutilie