ch. 6: family decision making family purchases and consumption behavior marketing strategy structure...

Ch. 6: Family Decision Making

Family purchases

and consumption

behavior

Marketing strategy

Structure of family

unit

Stage of the family life cycle

Family decision process

Family Structure

• Nuclear family

• Extended family

• Single family

A Modern Family Life Cycle

Traditional family flow

Recycle flow

Usual flow

Middle-aged divorcedwithout children

Middle-aged marriedwithout children

Young divorcedwithout children

Youngsingle

Youngmarriedwithoutchildren

Youngmarried

withchildren

Middle-aged

marriedwith

children

Middle-agedmarriedwithout

dependentchildren

Oldermarried

Olderunmarried

Young divorcedwith children

Middle-aged divorcedwith children

Middle-aged divorcedwithout

dependent children

Stages of the Family Life CycleStages of the Family Life Cycle

Stage Marital Status Children at HomeSingle Married None < 6 years > 6 years

Younger(<35)Single IYoung marriedFull nest ISingle parent I

Middle-aged (35-64)Single IIDelayed full nest IFull nest IISingle parent IIEmpty nest I

Older (>64)Empty nest IISingle III

Roles in Family Decision Making

Decision MakingRoles

Influencers

Gatekeepers

Deciders

Buyers

Users

Disposers

Description of Roles

Family Decision-Making Process for Children’s Products

Family Decision-Making Process for Children’s Products

Influencers(children)(parents)

Communicationstargeted at children(taste, image)

Communicationstargeted at parents(nutrition)

Purchasers(parents)(children)

User(children)

Informationgatherers(parents)(children)

Initiators(parents,(children)

Decisionmakers

(parents,children)

Consumer Socialization

Antecedents Socialization Process Outcomes

Social Structural Variables

Age or Life Cycle Position

Learning Properties

Agent-Learner Relationships• Modeling• Reinforcement• Social Interaction

Socialization Agents• Parents• Peers• Schools• Mass media

(Moschis and Churchill 1978)

Other Functions of the Family

Dynamics of Husband-Wife Decision Making

• Husband-Dominated

• Wife-Dominated

• Joint

• Autonomic

Family Life Cycle/Social Stratification MatrixFamily Life Cycle/Social Stratification Matrix

Stage of House-hold Life Cycle Social Class

Single IYoung marriedFull nest ISingle parent ISingle IIDelayed full nest IFull nest IISingle parent IIEmpty nest ISingle IIIEmpty nest II

Lower- Upper- Lower- Upper-Lower Lower Working Middle Upper Upper