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Ch. 6: Family Decision Making

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Ch. 6: Family Decision Making Structure of family unit Family purchases and consumption behavior Marketing strategy Stage of the family life cycle – PowerPoint PPT presentation

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Title: Ch. 6: Family Decision Making


1
Ch. 6 Family Decision Making
2
Family Structure
  • Nuclear family
  • Extended family
  • Single family

3
A Modern Family Life Cycle
Middle-aged divorced without children
Middle-aged married without children
Young divorced without children
Middle- aged married with children
Middle-aged married without dependent children
Young married without children
Young married with children
Older married
Older unmarried
Young single
Middle-aged divorced without dependent children
Young divorced with children
Middle-aged divorced with children
Usual flow
Recycle flow
Traditional family flow
4
Stages of the Family Life Cycle
Stage Marital Status Children
at Home Single Married None
lt 6 years gt 6 years Younger(lt35) Singl
e I Young married Full nest I Single parent
I Middle-aged (35-64) Single II Delayed full
nest I Full nest II Single parent II Empty
nest I Older (gt64) Empty nest II Single III
5
Roles in Family Decision Making
Decision Making Roles
Description of Roles
Influencers Gatekeepers Decider
s Buyers Users Disposers

6
Family Decision-Making Process for Childrens
Products
Influencers (children) (parents)
Communications targeted at children (taste,
image)
Decision makers (parents, children)
Initiators (parents, (children)
Purchasers (parents) (children)
User (children)
Communications targeted at parents (nutrition)
Information gatherers (parents) (children)
7
Consumer Socialization
Antecedents Socialization
Process Outcomes
Social Structural Variables
  • Agent-Learner Relationships
  • Modeling
  • Reinforcement
  • Social Interaction
  • Socialization Agents
  • Parents
  • Peers
  • Schools
  • Mass media

Learning Properties
Age or Life Cycle Position
(Moschis and Churchill 1978)
8
Other Functions of the Family
9
Dynamics of Husband-Wife Decision Making
  • Husband-Dominated
  • Wife-Dominated
  • Joint
  • Autonomic

10
Family Life Cycle/Social Stratification Matrix
  • Stage of House-
  • hold Life Cycle
    Social Class

Lower- Upper- Lower- Upper- Lower Lower
Working Middle Upper Upper
Single I Young married Full nest I Single parent
I Single II Delayed full nest I Full nest
II Single parent II Empty nest I Single III Empty
nest II
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