Buyer Behaviour Family Decision Making

Chp. 12 with Duane Weaver

OUTLINE
The Family Defined Effects of Family Structure and Composition The Family Life Cycle Family Decision Making Family Decision Conflict Family Decision Roles Gender Roles and Family Decisions Children and Family Decisions

The Family Defined

Extended family
traditional family structure several generations live together

Nuclear family
a married couple and their children

Family household
Containing at least two people
a husband and wife, married or living common law a lone-parent, with children who have never married and are still living at home

Effects of Family Structure on Consumption

Familys needs and expenditures are affected by
1.The number of people in a family 2.The ages of family members 3.The number of adults employed outside the home

Effects of Family Structure on Consumption

The Family Life Cycle
Classifies consumers based on trends in income, family composition & demands placed upon income Life cycles determine which product categories are bought, but not how much is spent on each category

The Family Life Cycle

Age of Head of Household
Under 35 yrs One adult in household Two adults in household Two adults plus children in household Bachelor I Young couple Full nest I* Full nest II* 35-64 yrs Bachelor II Childless couple Delayed full nest* Full nest III* Over 64 yrs Bachelor III Older couple

Full Nest I: youngest child is younger than 6 yrs Full Nest II: youngest child is older than 6 yrs Full Nest III: youngest child is older than 6 yrs and the parents are middle aged Delayed Full Nest: parents are middle-aged but the youngest child is younger than 6 yrs
Adapted from: Mary C. Gilly and Ben M. Enis

Family Decision Making Consensual vs. Accomodative

Consensual purchase decision
the group agrees on the desired purchase differ on how it will be achieved

Accommodative purchase decision

reaching agreement among group members by bargaining, coercing, compromising and wielding power

Family-Decision Conflict

Product Involvement And Utility Interpersonal Needs Responsibility

Power

Family Decision Roles

1) Initiator
2) Information Gatherer

6) Buyer 7) Preparer 8) User 9) Maintainer 10) Disposer

3) Gatekeeper 4) Influencer 5) Decision Maker

Gender Roles and Decision-Making

1) Gender-role stereotypes 2) Spousal resources 3) Experience
4) Socio-economic status
Autonomic decision
Purchase decisions made almost exclusively by one or the other spouse

Syncratic decision Purchase decisions that are made jointly by spouses

Children as Decision Makers

Consumer Socialization
The process by which people acquire skills to function in the

marketplace

Cognitive Development
The ability to comprehend concepts of increasing complexity as a

person ages

Marketing Research & Children

Product Testing

Message Comprehension
Ethics

THANK YOU