Shauna HeynenShauna Heynen

Vicky ShenVicky Shen

Table of ContentTable of ContentIntroductionFamily Decision MakingIndividual Decision MakingDifferencesSimilaritiesMarketing to FamiliesConclusion

Every family is uniqueunique.There is no decision no decision that can work

for all familiesall families.It is important for marketersmarketers to

know how how families make consumer decisions.

Modern FamilyThe new meaning of

householdAge of the familyFamily sizeNon-traditional family

structuresThe people living at

home

The Family Life Cycle Model (FLC)Can provide a clear image of what the target

market is to the marketers. Examples:

on average younger households spend less money on products and services

new formed families without children are willing to spend more time and money on entertainment and social life

Type of Decisions

Consensual purchase decision: Members agree on desired purchase

Accommodative purchase decision: Members have different preferences or priorities and

cannot agree on a purchase

Family Decision Making (cont.)Family Decision Making (cont.)Families Decision Roles:

Pre-purchase Stage: Initiator Information gathererGatekeeper Influencer

Purchase Stage: Decision maker Preparer Buyer User

Post-purchase Stage: Maintainer Disposer

Family Decision Making (cont.)Family Decision Making (cont.)Decision Makers

Autonomic decision When one family member chooses a product

Syncratic Decision When the family jointly makes a decision

Four Factors Determine the Degree to Which Decisions will be Made Jointly by One or the Other Spouse Sex-role stereotypes Spousal resources Experience Socioeconomic Status

Individual Decision MakinIndividual Decision Makingg

Decision Making Process:Need RecognitionInformation SearchEvaluate the AlternativePurchase DecisionConsumption and Learning

Individual Decision Making (cont.)Individual Decision Making (cont.)

Types of Decisions:

DifferencesDifferencesFamily Decision MakingFamily Decision Making Individual Decision MakingIndividual Decision Making

More than one person More than one person will be participate in any stage of problem-solving sequence

2 basic types 2 basic types of decisions: Consensual purchase decision Accommodative purchase

decision

Individuals only have to make decisions for themselvesfor themselves

A continuum scaleA continuum scale is used to evaluate types of consumer decisions:Habitual decision makingLimited problem solvingExtended problem solving

SimilaritiesSimilarities

Family Decision MakingFamily Decision Making Individual Decision MakingIndividual Decision Making

Same Decision Making Process:Same Decision Making Process:Need RecognitionInformation SearchEvaluate the AlternativePurchase DecisionConsumption and Learning

Same Decision Making Process:Same Decision Making Process:Need RecognitionInformation SearchEvaluate the AlternativePurchase DecisionConsumption and Learning

Marketing to FamiliesMarketing to Families

Marketers must attempt to create a need for a product for two or more people.

Use the Family Life CycleDiscovering who the FFO is

Family Financial OfficerChildren can be very influential on the products being

consumed

Commercials & Ads Marketed to Commercials & Ads Marketed to FamiliesFamilies

Families are ever evolving unique groups containing two or more people

Tradition family to the Modern familyMarketers have developed certain criteria and

tricks

Solomon M. R., Zarichowsky J. L., Polegato R., (2005) Consumer Behavior 3rd Edition

You Tube LLC, 2007,. (July 30,2007) http//:youtube.com