CHAPTER SIX The American Society Families and Households

CHAPTER SIX The American Society: Families and Households Irwin/Mc. Graw-Hill Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

The Household Influences Most Consumption Decisions 6 -1 Structure of household unit Household purchases and consumption behavior Stage of the household life cycle Marketing strategy Household decision process Irwin/Mc. Graw-Hill Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Family and Nonfamily Households: 2000 -2010 6 -2 Number (000) All Households Percent Number (000) Percent Change 2000 -2010 6. 9% 110, 140 100. 0% 117, 696 100. 0% Families Married couples Children under 18 at home Children over 18 at home No children under 18 at home Single fathers Single mothers Other families 77, 705 60, 969 24, 286 5, 318 31, 365 1, 523 7, 473 7, 741 70. 6 55. 4 22. 1 4. 8 28. 5 1. 4 6. 8 7. 0 80, 193 61, 266 23, 433 6, 884 30, 950 1, 660 7, 779 9, 488 68. 1 52. 1 19. 9 5. 8 26. 3 1. 4 6. 6 8. 1 3. 2 0. 5 (3. 5) 29. 4 (1. 3) 9. 0 4. 1 22. 6 Nonfamilies Men living alone Women living alone Other nonfamilies 32, 434 10, 898 16, 278 5, 258 29. 4 9. 9 14. 8 37, 503 12, 577 18, 578 6, 347 31. 9 10. 7 15. 8 5. 4 18. 0 15. 4 14. 1 20. 7 Irwin/Mc. Graw-Hill Source: Adapted from “The Future of Households, ” American Demographics, December 1993, p. 29.

Average Size of American Household Average size 6 -3 Irwin/Mc. Graw-Hill Source: D. Crispell, “How Small a Household? , ” American Demographics, August 1994, p. 59.

Stages of the Household Life Cycle 6 -4 Stage Marital Status Single Married Children at Home None < 6 years > 6 years 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 Irwin/Mc. Graw-Hill Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Parent-Child Interaction 6 -5 Irwin/Mc. Graw-Hill Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Household Life Cycle/Social Stratification Matrix 6 -6 Stage of Household Life Cycle Lower Upper. Lower Social Class Working Middle Lower. Upper 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 Irwin/Mc. Graw-Hill Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

The Household Decision-Making Process for Children’s Products 6 -7 Influencers (children) Communications targeted at children (taste, image) Communications targeted at parents (nutrition) Initiators (parents, (children) Decision makers (parents, children) Purchasers (parents) User (children) Information gatherers (parents) Irwin/Mc. Graw-Hill Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Husband/Wife Decision Roles for Services 6 -8 Vacation Made the purchase Insurance 24 Husband and Wife 46 29 Child’s School 39 44 2 42 3 17 Decided when to buy Husband and Wife 41 50 20 63 14 54 45 12 29 Choice Husband and Wife Initiated the idea Husband and Wife 23 48 3 51 15 27 27 42 25 4 50 34 50 22 Irwin/Mc. Graw-Hill 42 42 20 35 Source: M. R. Stafford, G. K. Ganesh, and B. C. Garland, “Marital Influence in the Decision-Making Process for Services, ” Journal of Services Marketing 10, no. 1 (1996), p. 15.

Marketing Strategy Based on the Family Decision. Making Process 6 -9 Marketing Strategy Based on the Family Decision-Making Process Segment: ____________ Stage in the Decision Process Family Members Involved Family Members’ Motivation and Interests Marketing Strategy and Tactics Problem recognition Information search Alternative evaluation Purchase Use/Consumption Disposition Evaluation Irwin/Mc. Graw-Hill Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.