1 / 12

Buyer Behaviour Family Decision Making

Buyer Behaviour Family Decision Making. Chp. 12 with Duane Weaver. OUTLINE. The Family Defined Effects of Family Structure and Composition The Family Life Cycle Family Decision Making Family Decision Conflict Family Decision Roles Gender Roles and Family Decisions

madison
Télécharger la présentation

Buyer Behaviour Family Decision Making

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Buyer BehaviourFamily Decision Making Chp. 12 with Duane Weaver

  2. OUTLINE • The Family Defined • Effects of Family Structure and Composition • The Family Life Cycle • Family Decision Making • Family Decision Conflict • Family Decision Roles • Gender Roles and Family Decisions • Children and Family Decisions

  3. The Family Defined • Extended family • traditional family structure • several generations live together • Nuclear family • a married couple and their children • Family household • Containing at least two people • a husband and wife, married or living common law • a lone-parent, with children who have never married and are still living at home

  4. Effects of Family Structure on Consumption • Family’s needs and expenditures are affected by • The number of people in a family • The ages of family members • The number of adults employed outside the home

  5. Effects of Family Structure on Consumption • The Family Life Cycle • Classifies consumers based on trends in income, family composition & demands placed upon income • Life cycles determine which product categories are bought, but not how much is spent on each category

  6. The Family Life Cycle Dollar value of durables increases as nest empties or parents age Modern – exercise – go out to bars,concerts, movies..etc Full Nest I: youngest child is younger than 6 yrs Full Nest II: youngest child is older than 6 yrs Full Nest III: youngest child is older than 6 yrs and the parents are middle aged Delayed Full Nest: parents are middle-aged but the youngest child is younger than 6 yrs Adapted from: Mary C. Gilly and Ben M. Enis

  7. Family Decision MakingConsensual vs. Accomodative • Consensual purchase decision • the group agrees on the desired purchase • differ on how it will be achieved • Accommodative purchase decision • reaching agreement among group members by bargaining, coercing, compromising and wielding power

  8. Product Involvement And Utility Power Interpersonal Needs Responsibility Family-Decision Conflict Important factors

  9. 1) Initiator 6) Buyer 2) Information Gatherer 7) Preparer 3) Gatekeeper 8) User 4) Influencer 9) Maintainer 5) Decision Maker 10) Disposer Family Decision Roles

  10. 1) Gender-role stereotypes 2) Spousal resources 3) Experience 4) Socio-economic status Gender Roles and Decision-Making • Autonomic decision • Purchase decisions made almost exclusively by one or the other spouse • Syncratic decision • Purchase decisions that are made jointly by spouses

  11. Children as Decision Makers • Consumer Socialization • The process by which people acquire skills to function in the marketplace • Cognitive Development • The ability to comprehend concepts of increasing complexity as a person ages Marketing Research & Children Product Testing Message Comprehension Ethics

  12. THANK YOU

More Related