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MKTG 3202 Chapter 12

Chapter 12 discusses the critical role of families and households in shaping consumer behavior and societal structures. It highlights how family dynamics influence purchasing decisions, with various roles such as initiators, influencers, and buyers impacting the decision-making process. The chapter also addresses changing family structures, the evolving roles of men and women, and the significant influence of children on family consumption patterns.

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12 views

MKTG 3202 Chapter 12

Chapter 12 discusses the critical role of families and households in shaping consumer behavior and societal structures. It highlights how family dynamics influence purchasing decisions, with various roles such as initiators, influencers, and buyers impacting the decision-making process. The chapter also addresses changing family structures, the evolving roles of men and women, and the significant influence of children on family consumption patterns.

Uploaded by

kenza.orif
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter 12:

Family and Household Influences

Hamed M. Shamma
Importance of family
 Families offer an environment of warmth,
love, and understanding, which is essential
for the emotional and psychological
development of their members. The
emotional stability provided in a family fosters
self-confidence and self-esteem in
individuals, making them resilient and
capable of dealing with life's challenges.
Importance of family
 In essence, families are fundamental building
blocks of society. They shape individuals
who, in turn, shape society. Therefore, the
health and well-being of families are of
paramount importance to the overall health
and well-being of society.
The Importance of Families and
Households on Consumer Behavior

* Many products are purchased by a family unit


* Individual’s buying decisions may be heavily
influenced by other family members
* How families make purchase decisions depends on
the roles of the various members in the purchase,
consumption, and influence of products
Family: Definitions
*Family: A group of two or more persons related by blood,
marriage, or adoption who reside together
*Nuclear Family: Immediate group of father, mother, and
children living together
*Extended Family: Nuclear family, plus other relatives
such as grandparents, aunts, and uncles
*Family of Orientation: Family into which a person is born
*Family of Procreation: Family established by marriage
*Some families are extending these definitions to include
pets, especially childless singles or couples
© AP/Wide World Photos
Households: Definitions
*Household: All persons, both related and
unrelated, who occupy a housing unit

*Non-family households include:


*Elderly persons living with non-family members
*Friends living together
*Families constitute the largest single
category of households
*Rapid rise in the number of non-traditional
families and non-family households
Importance for Consumer Behavior
*Many products are purchased by a family
unit
*Individual’s buying decisions may be
heavily influenced by other family
members
*How families make purchase decisions
depends on the roles of the various
members in the influence, purchase, and
consumption of products
Structural Variables affecting Family and
Household Purchasing
*They include:
*Age of head of household
*Marital status
*Presence of children
*Employment status

*Marketers monitor these variables to predict


changes in demand for specific products and
categories
Sociological Variables Affecting
Family and Household Purchasing

*Cohesion: Emotional bonding between family members

*Adaptability: Ability of a family to change its power


structure, role relationships, and relationship rules in
response to situational and developmental stress

*Communication: Important in facilitating cohesion and


adaptability
Who Determines What
the Family Buys?

*Instrumental Roles: Financial, performance, and


other functions performed by group members
(also known as functional or economic roles)

*Expressive Roles: Involve supporting other family


members in the decision-making process and
expressing the family’s aesthetic or emotional
needs
Individual Roles in Family Purchases
*Initiator/Gatekeeper: Initiator of family thinking about
buying products and gathering information to aid decisions
*Influencer: Individual whose opinions are sought about
purchase criteria and which brands fit those criteria
*Decider: Person with financial authority to choose how
family money is spent
*Buyer: Person who actually buys goods
*User: Person who uses the product
Role Behavior
* People can assume multiple roles in the purchase and
consumption of products
* Children may act as:
*Initiators, deciders, buyers, and users for some products
(such as games or candy)
* Influencers and users for other items (such as snack foods
and clothing)
* Family Marketing: Focuses on the relationships between
family members based on the roles they assume, including
the relationship between purchaser and family consumer and
between purchaser and purchase decision maker
Spousal Role in Family Purchases
*Autonomic: an equal number of decisions is made
by each spouse, but each decision is individually
made by one spouse or the other

*Husband Dominant: the husband or male


household-head makes a majority of the decisions

*Wife Dominant: The wife or female household-head


makes most decisions

*Joint: Most decisions made by both


Family Life Cycles

*Family life cycle (FLC): the process of families passing


through a series of stages that change them over time

* The concept may need to be changed to household life


cycle or consumer life cycle to reflect changes in society
Changing Family and Household Structure

* What is the structure of contemporary families?

* How is that structure changing?

* How does structure affect the various stages of the


consumer decision process?

* Are the changing realities of family structure a problem or


an opportunity for growth?
Changing Roles of Women
*Challenge of life balance & multiple roles
*Increased employment leads to higher income &
higher purchasing power
*Career orientation
*Time pressures….What could marketers do?
*Time saving products (frozen meals)
*Pleasure product for women to enjoy their time (spa)
Changing
ChangingMasculine Roles
Roles of Men
*Roles of men in families are changing substantially as well
*Men are more involved in family functions and household
activities
* Men may buy items traditionally purchased by women
(groceries)
* Many men are achieving gender role transcendence and use
products previously seen as “feminine”
Children and Household Consumer
Behavior

*Children change dramatically how the family functions, in


terms of relationships, employment, and purchases
*Children reduce parents’ participation in the labor force,
change how families spend their money and reduce the
amount of time and money available for leisure
* Children influence about $1.88 trillion of purchases globally
each year
Children and Household Consumer
Behavior

* Children exert direct influence over parental spending when


they request specific products and brands

*They exert indirect influence when parents buy products


and brands that they know children prefer without being asked
or told to make a specific purchase
Children and Household Consumer
Behavior

*Children also make their own purchases with family money or


with their own

*Children like to shop for candy, toys, clothing, school supplies,


and other personal use items

* Retailers study ways to adapt specific departments to these


young, but significant, consumers
Research Methodology for Family Decision
Studies

Measuring Influences:

* Who was responsible for initial need recognition?

* Who was responsible for acquiring information about the


purchase alternatives?

* Who made the final decision on which alternative should


be purchased?

* Who made the actual purchase of the product?


Research Methodology for Family Decision
Studies

Respondent Selection:

*In measuring family buying, it is necessary to


determine who to ask about the influence of various
family members
*Results often vary considerably depending on which
family members are interviewed
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