Family: its significance in Consumer Behaviour

Based on the text by Prof.Loudon and Prof.Della Bitta Lecture by S.Victor Anandkumar
University of Mauritius

I give him XXXX diet hot chocolate¶  µYou always wanted a chocolate drink. do you still believe?¶. it¶s in your favour)  Stimulate trials (samplers or as an offer)  Who says so? Who doesn¶t say so? You decide. µDo people ever gift cancer to their children?¶ (based on Hallmark¶s line ± µif you care to send the best¶)  Get a third-party evaluation done and present the results (provided. µWell.Home work questions (Reference Groups)  Diet Hot Chocolate  Q1  Target segment ± young adults and middle-aged ± definitely not kids  Who says an Olympic gymnast shouldn¶t drink hot chocolate?¶ (Celebrity endorsement featuring a woman gymnast)  µHe always loved Chocolates. But now I changed it. . but were afraid of those calories. chocolates or colas) that also have this ingredient ± and ask. Here¶s XXXX to fulfill your desire and nullify your fear¶ (say. but diabetes changed all that. as a print ad in a magazine who readership profile matches your target)  µBefore the screen and Behind the screen¶ ± slim girls and trim guys ± after a fashion show  Q2  Identify other µlikeable¶ product categories (say. Another headline.

Clarifications  Pervasive influence of WoM  Extending Through face-to-face and vivid interactions  Persuasive influence of WoM  Convincing (more than written info) Through 2-way communication which gives scope for clarifying things and leaves little to assumptions .

com/analyze ng/Pitch/how_to_analyze_ads.marketingpsychology.Assignment guidelines ‡ www.htm ² Tips to recognize the underlying structure of ads ² Advice about the purpose of analysis ² Advice about the process of analysis .htm ² with some good questions for analysis ‡ www.govst.

Differences between families and other groups ‡ Family ² ² ² ² ² ² ² ² ² ² Formation by marriage or birth More permanent relationship More interpersonal relations-oriented More intrinsic value seeking Group-oriented (co-operative) Formation by job or task More contractual relationship More goal-oriented More rational-oriented ties Self-oriented (competitive) ‡ Other groups .

Mother·s day cards) ‡ Suitable family lifestyles (e. knowledge and attitudes necessary to function as consumers) ² Intergenerational brand transfer ² specific brand preferences for products like peanut butter.g. the allocation of time) .g.Family functions ‡ Socialization (imparting to children the basic values and modes of behaviour consistent with the culture) ‡ Consumer socialization (the process by which children acquire the skills.g. coffee and ketchup are frequently ´passed onµ from one generation to another ‡ Economic well-being (e. life insurance) ‡ Emotional support (e.

Traditional Family Life Cycle ‡ Stage I: Bachelorhood ² Young single adult living apart from parents ‡ Stage II: Honeymooners ² Young married couple ‡ Stage III: Parenthood ² Married couple with at least one child living at home ‡ Stage IV: Postparenthood ² An older married couple with no children living at home ‡ Stage V: Dissolution ² One surviving spouse .

Non-traditional Family Life Cycle ‡ Family households ² ² ² ² ² ² ² ² Childless couples Couples who marry later in life Single parents Extended family Unmarried couples Divorced persons Single persons Widowed persons ‡ Non-family households .

expressive and decision roles) ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Influencers Gatekeepers Deciders Buyers Preparers Users Maintainers Disposers .Roles in the family decision-making process (Instrumental.

Roles That Household Members Play ‡ The Roles of Spouses ² ² ² ² Husband-Dominant Decision Wife-Dominant Decision Autonomic Decision Syncratic Decision .

matriarchal and equalitarian family ‡ Child-centered family ² Stage in the decision-making process ‡ In some purchases. the wives are involved more in the initiation.Examining family purchasing decisions ‡ Four perspectives ² Role structure ‡ Instrumental and expressive roles ² Power structure ‡ Patriarchal. information-seeking and purchasing stages ² Family-specific characteristics ‡ Culture ‡ Social class ‡ Stage in life cycle .

forcing many appliances to take on a unisex image Smaller cars are the big sellers. 50% of their cars were bought by singles) Price for some products may become less important than convenience. with emphasis on styling and hedonic options (Porsche estimated that in a recent year. role-switching (cross-sex marketing) and role-blending . portraying women as decorative or equal partner or ´successful and dominantµ is appropriate Working women place a premium on youthful appearance and on the ´maintenance of selfµ Distinction between men·s and women·s work in the home has blurred. service and time savings Longer store hours and weekend shopping Establish and promote children·s sections ( as well as supervised play areas) ‡ Development of products ² ² ² ‡ ‡ ‡ Pricing implications ² ² ² Channel implications Dual roles.Marketing Implications ‡ Development of ads and personal selling messages ² ² ² Wives are often the purchasers of their husband·s clothing Ads for products in which are children are significantly involved in the purchase decision Depending on the target market. availability.

comfortable seating throughout the store. Shell Oil sponsored women·s workshops to teach women how to perform routine maintenance on their cars Because of dual-career families. along with a mail-in card for a test drive and free video Cause marketing. well-lighted parking lots. which focuses on critical women·s issues (such as breast cancer and AIDS) is a particularly effective way to reach women Hallmark has developed greeting cards that deal with a variety of step-relationships (e. « 41% of the primary decision makers for interior design are women. ´Happy birthday step-fatherµ In England. Glidden introduced Dulux paints with more colourful and stylish packaging to attract this market BMW directly targeted professional women by running ads in Martha Stewart·s Living.g.More examples ‡ ‡ ‡ ‡ ‡ ‡ ‡ Age-friendly shopping environment with easier-to-read labels. the need for child care services has been rapidly on the increase .

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