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Buyer Behaviour
Family Decision Making
Chp. 12 with Duane Weaver
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OUTLINE
• The Family Defined
• Effects of Family Structure and Composition
• The Family Life Cycle
• Family Decision Making
• Family Decision Conflict
• Family Decision Roles
• Gender Roles and Family Decisions• Children and Family Decisions
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The Family Defined
• Extended family – traditional family structure
– several generations live together
• Nuclear family – a married couple and their children
• Family household – Containing at least two people
• a husband and wife, married or living common law
• a lone-parent, with children who have never marriedand are still living at home
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Effects of Family Structure on
Consumption
• Family’s needs and expenditures
are affected by
1.The number of people in a family
2.The ages of family members
3.The number of adults employed
outside the home
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Effects of Family Structure on
Consumption
• The Family Life Cycle
– Classifies consumers based on
trends in income, family composition
& demands placed upon income
–Life cycles determine which productcategories are bought, but not how
much is spent on each category
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The Family Life Cycle
Age of Head of HouseholdUnder 35 yrs 35-64 yrs Over 64 yrs
One adult inhousehold
Bachelor I Bachelor II Bachelor III
Two adults inhousehold
Young couple Childless couple Older couple
Two adults pluschildren inhousehold
Full nest I*
Full nest II*
Delayed full nest*
Full nest III*
Full Nest I: youngest child is younger than 6 yrs
Full Nest II: youngest child is older than 6 yrs
Full Nest III: youngest child is older than 6 yrs and the parents are middle aged
Delayed Full Nest: parents are middle-aged but the youngest child is younger than 6
yrsAdapted from: Mary C. Gilly and Ben M. Enis
M o d e r
n – e x e
r c i s e –
g o o u t t o b
a r s, c o n
c e r t s, m
o v i e s.. e
t c
D o l l a r v a l u
e o f d u r a b l e s i n c r e
a s e s a s n
e s t e m p t i e
s o r p a r e
n t s a g e
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Family Decision Making
Consensual vs. Accomodative
• Consensual purchase decision
– the group agrees on the desired purchase
– differ on how it will be achieved
• Accommodative purchase decision
– reaching agreement among group members bybargaining, coercing, compromising and wielding
power
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Family-Decision Conflict
Interpersonal
NeedsInterpersonal
Needs
Product
Involvement
And Utility
Product
Involvement
And Utility
ResponsibilityResponsibility
PowerPower
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Family Decision Roles
1) Initiator1) Initiator
2) Information Gatherer2) Information Gatherer
3) Gatekeeper3) Gatekeeper
4) Influencer4) Influencer
5) Decision Maker5) Decision Maker
6) Buyer6) Buyer
7) Preparer7) Preparer
8) User8) User
9) Maintainer9) Maintainer
10) Disposer10) Disposer
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Gender Roles and Decision-Making
1) Gender-role stereotypes
2) Spousal resources
3) Experience
4) Socio-economic status
• Autonomic decision
– Purchase decisions made almost exclusively by one
or the other spouse
• Syncratic decision
– Purchase decisions that are made jointly by
spouses
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Children as Decision Makers Consumer Socialization
The process by which people acquire skills to function in themarketplace
Cognitive Development
The ability to comprehend concepts of increasing complexity as a
person ages
Ma
&C
hild
Product Testing
Message Comprehension
Ethics