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Ch. 6: Family Decision Making
Family purchases
and consumption
behavior
Marketing strategy
Structure of family
unit
Stage of the family life cycle
Family decision process
Family Structure
• Nuclear family
• Extended family
• Single family
A Modern Family Life Cycle
Traditional family flow
Recycle flow
Usual flow
Middle-aged divorcedwithout children
Middle-aged marriedwithout children
Young divorcedwithout children
Youngsingle
Youngmarriedwithoutchildren
Youngmarried
withchildren
Middle-aged
marriedwith
children
Middle-agedmarriedwithout
dependentchildren
Oldermarried
Olderunmarried
Young divorcedwith children
Middle-aged divorcedwith children
Middle-aged divorcedwithout
dependent children
Stages of the Family Life CycleStages of the Family Life Cycle
Stage Marital Status Children at HomeSingle Married None < 6 years > 6 years
Younger(<35)Single IYoung marriedFull nest ISingle parent I
Middle-aged (35-64)Single IIDelayed full nest IFull nest IISingle parent IIEmpty nest I
Older (>64)Empty nest IISingle III
Roles in Family Decision Making
Decision MakingRoles
Influencers
Gatekeepers
Deciders
Buyers
Users
Disposers
Description of Roles
Family Decision-Making Process for Children’s Products
Family Decision-Making Process for Children’s Products
Influencers(children)(parents)
Communicationstargeted at children(taste, image)
Communicationstargeted at parents(nutrition)
Purchasers(parents)(children)
User(children)
Informationgatherers(parents)(children)
Initiators(parents,(children)
Decisionmakers
(parents,children)
Consumer Socialization
Antecedents Socialization Process Outcomes
Social Structural Variables
Age or Life Cycle Position
Learning Properties
Agent-Learner Relationships• Modeling• Reinforcement• Social Interaction
Socialization Agents• Parents• Peers• Schools• Mass media
(Moschis and Churchill 1978)
Other Functions of the Family
Dynamics of Husband-Wife Decision Making
• Husband-Dominated
• Wife-Dominated
• Joint
• Autonomic
Family Life Cycle/Social Stratification MatrixFamily Life Cycle/Social Stratification Matrix
Stage of House-hold Life Cycle Social Class
Single IYoung marriedFull nest ISingle parent ISingle IIDelayed full nest IFull nest IISingle parent IIEmpty nest ISingle IIIEmpty nest II
Lower- Upper- Lower- Upper-Lower Lower Working Middle Upper Upper