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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

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Buyer behaviour family decision making l.jpg

Buyer BehaviourFamily Decision Making

Chp. 12 with Duane Weaver


Outline l.jpg
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


The family defined l.jpg
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


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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


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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


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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


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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


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Product

Involvement

And Utility

Power

Interpersonal

Needs

Responsibility

Family-Decision Conflict

Important factors


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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


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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


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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



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