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Marketing 334 Consumer Behavior

Marketing 334 Consumer Behavior. Chapter 6 Families and Households Based on Consumer Behavior , 10 th ed. by Hawkins, Mothersbaugh and Best. The Nature of American Households. The Household Influences Most Consumption Decisions. The Nature of American Households. Household

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Marketing 334 Consumer Behavior

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  1. Marketing 334Consumer Behavior Chapter 6 Families and Households Based on Consumer Behavior, 10th ed. by Hawkins, Mothersbaugh and Best

  2. The Nature of American Households The Household Influences Most Consumption Decisions

  3. The Nature of American Households • Household • Family Household • Non-family Household

  4. The Nature of American Households Family and Nonfamily Households

  5. The Traditional Family Life Cycle

  6. The Household Life Cycle • More complex and varied than the traditional view • Each HLC stage includes unique needs and wants as well as financial condition and experiences

  7. Household Life Cycle Stages of the Household Life Cycle

  8. Marketing Strategy Based on the Household Life Cycle HLC/Occupational Category Matrix

  9. Family Decision Making • Family Purchase Roles • Determinants of Family Purchase Roles • Conflict Resolution • Marketing Strategy and Family Decision Making • Consumer Socialization and Marketing to Children 6-9

  10. Family Decision Making The Household Decision-Making Process for Children’s Products

  11. Family Decision Making Husband/Wife Decision Roles for Services

  12. Family Decision Making Determinants of Family Purchase Roles • How families interact in a purchase decision is largely dependent on the • culture and subculture in which the family exists • the role specialization of different family members • the degree of involvement each has in the product area of concern, and • their personal characteristics of the family members

  13. Consumer Socialization • Consumer socialization is the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace. • Consumer socialization content refers to what children learn with respect to consumption. • Consumer socialization process refers to how they learn it.

  14. Consumer Socialization Piaget’s Stages of Cognitive Development

  15. Consumer Socialization The Content of Consumer Socialization

  16. Consumer Socialization The Process of Consumer Socialization Parents socialize their children through the following:

  17. Marketing to Children • very large market • ethical concerns • The limited ability of younger children to process information and to make informed purchase decisions. • Marketing activities, particularly advertising, can produce undesirable values in children, resulting in inappropriate diets, and cause unhealthy levels of family conflict. 6-17

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