Ch 6 Family Decision Making Structure of family

Ch. 6: Family Decision Making Structure of family unit Family purchases and consumption behavior Stage of the family life cycle Family decision process Marketing strategy

Family Structure • Nuclear family • Extended family • Single family

A Modern Family Life Cycle Middle-aged divorced without children Young single Young married without children Middle-aged married without children Young married with children Young divorced with children Middleaged married with children Middle-aged married without dependent children Middle-aged divorced with children Usual flow Recycle flow Traditional family flow Older married Older unmarried Middle-aged divorced without dependent children

Stages of the Family Life Cycle Stage Younger(<35) Single 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 (>64) Empty nest II Single III Marital Status Single Married Children at Home None < 6 years > 6 years

Roles in Family Decision Making Roles Influencers Gatekeepers Deciders Buyers Users Disposers Description of Roles

Family Decision-Making Process for Children’s Products Influencers (children) (parents) Communications targeted at children (taste, image) Communications targeted at parents (nutrition) Initiators (parents, (children) Information gatherers (parents) (children) Decision makers (parents, children) Purchasers (parents) (children) User (children)

Consumer Socialization Antecedents Socialization Process Outcomes Social Structural Variables Agent-Learner Relationships • Modeling • Reinforcement • Social Interaction Socialization Agents • Parents • Peers • Schools • Mass media Age or Life Cycle Position (Moschis and Churchill 1978) Learning Properties

Other Functions of the Family

Dynamics of Husband-Wife Decision Making • Husband-Dominated • Wife-Dominated • Joint • Autonomic

Family Life Cycle/Social Stratification Matrix Stage of Household Life Cycle Social Class Lower 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 Upper. Lower Working Middle Lower. Upper