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Understanding Household Decision Making Dynamics: From Single to Married with Kids

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9 diapositives · 212 Views · Nov 12, 2014

Explore the shifts in consumer behavior from being single to being part of a married couple with children. Learn about consensual and accommodative purchase decisions, factors causing conflict in family decisions, children as decision-makers, and more.

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  1. Household Decision Making By: Matt Jorgensen An Le

  2. Article • Charles Duhigg, February 12, 2010 • How Companies Learn Your Secrets (Target) • Article focuses on behavioral changes and decision making habits that occur from being a single man/woman to married couple with kids. • Why do these changes take place, and at what stages?

  3. Family Decisions • Consensual purchase decisions • Members agree on the desired purchase • Likely to engage in problem solving and consider alternatives until group goal is found. • Accommodative purchase decisions • Group members have different preferences or priorities and can not agree on a purchase. • Likely to use bargaining, coercion, and compromise to achieve agreement.

  4. Family Decisions 4 factors that can cause conflict Interpersonal need Product Involvement Responsibility Power Discussion- which factor is most often seen with college roommates?

  5. Sex Roles and Decision Making • Autonomic decision: One family member makes a decision • Syncretic decision: decision that involves both partners. • Discussion- which strategy do your parents use when buying a pet, a car, or decorating a room in the house?

  6. Children as Decision Makers • Marketing to children starts before birth. • Marketers split up children into 3 markets. • Primary Market • Influence Market (Parental yielding) • Future Market

  7. Children as Decision Makers • Another method to segment children is by age. • Measured in terms of cognitive development or their ability to comprehend concepts of increasing complexity. • Swiss psychologist Jean Piaget takes it a step further by identifying 3 segments. • Limited • Cued • Strategic

  8. Discussion- Do you think sex roles still influence decision making in a household? • Any impact with a boyfriend or girlfriend?

  9. Sources • http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&sq=children%20marketing&st=cse&scp=4 • Solomon, Michael R. Consumer Behavior. Pearson Custom Business Resources. New York: Pearson Custom Publishing, 2009 • www.Target.com