 The parents are planning for retirement and
enjoying the freedom to do things that they
FAMILY AND HOUSEHOLD
FAMILY
 It is defined as group of individuals living together
who are relates by marriage, blood, or adoption.
 Family is the fundamental group unit in society.
 The basic unit of social organization.
 Nuclear Family – consist of father, mother, and
children.
 Extended Family – the nuclear family with other
relatives such as grandparents, aunts, uncles, and
cousins.
THE FAMILY LIFE CYCLE
 It is a concept that families move and evolve
through stages over time.
 Each stage brings different needs and demands on
the family resources.
 Family’s income and expenditure level is often
directly related to its life cycle stage.
YOUNG INDEPENDENT SINGLES
 very lucrative. 18 – 34 years old who have just
starts working and no major financial
commitment.
YOUNG MARRIED COUPLES/PARTNERS
 major expenditures at this age may be the
purchase of a home and goods and services
related to the furnishing of the home and
establishing a lifestyle pattern.
FULL NEST 1
 This is the stage where the family expands
with younger children.
 Family income is spent on feeding and
clothing the children. Special treats are kept to
minimum.
 At this stage, family may decide to trade up to
a bigger home.
FULL NEST 2
 At this stage, children are older (teenagers)
and nearing independence.
 This is often very expensive time for parents.
EMPTY NEST 1
 This is the stage where children leave home to
start their independent life.
have not been able to do.
EMPTY NEST 2
 This is the retirement or semi-retirement stage
where people seek new horizons.
 Long holidays
 Health is important at this stage of life.
FAMILY PURCHASING AND
HOUSEHOLD DECISION ROLES
 Information gatherer is the person who seeks out
information about products or services.
 Influencer many not actually do the purchasing
but he or she influences the decision.
 Gatekeeper is the person who controls the
information flow to the customer.
 The decider takes all the information received
from a range of sources, including other family
members and makes the final purchasing decision.
 The buyer is the person is the person actually
makes the purchase.
 The user is the person who actually uses product.
CHANGES IN HOUSEHOLD STRUCTURE
 Household is a broader term that includes a single
person living alone a group of individuals.
 A group of people that live together and form a
purchasing unit.
FACTORS THAT CHANGE THE BASIC
STRUCTURE AND CHARACTERISTICS OF
HOUSEHOLDS
 Delayed Marriage
 Cohabitation
 Dual Careers
 Divorce
 Smaller Families
THE ROLE OF SPOUSES
FOUR MAJOR DECISION CATEGORIES
1. HUSBAND-DOMINANT DECISION – is
made primarily by the male head-of-household
2. WIFE-DOMINANT DECISION – is made
primarily by the female head-of-household.
3. AUTONOMIC DECISION – is equally likely to
be made by the husband or the wife but not by
both.
4. SYNCRATIC DECISION – is made jointly by
the husband and wife.
 CONFLICT RESOLUTION
 Bargaining
 Impression management
 Use of Authority
 Reasoning
 Playing on emotion
 Additional Information

THE TYPES OF HOUSEHOLDS DETERMINE

THE NATURE OF CHILDREN’S INFLUENCE

 Authoritarian households stress obedience

 Neglectful households exert little control
 Democratic households encourage self-
expression
 Permissive households remove constraints