FAMILY STRUCTURE AND STAGES

By-

-Saurabh Shukla-Hafsa Taj-Tulika Chopra-

-Richa

-Sweta Singh

-Akshat Jain

-Ankit Kanaujiya

IMPORTANCE OF FAMILY INFLUENCE ON CONSUMER BEHAVIORS

Family- Not Just a type of small group but one that is often predominant in its influence over consumer behavior.

Primary Group

Reference Group

CLUB MED

FAMILY LIFE CYCLE

Concept of families or household life cycle has proven very valuable for the marketer, especially for segmentation activities.

Traditional life-cycle stages-

The bachelor stage- young, single people

Solitary Survivor I- Old

Single People in labor force

Newly married couple-no children

Full Nest I- young married couple with youngest child under 6

Solitary Survivor- Old Retired Single

People

Full Nest III- old married couple with dependent

children

Empty Nest- OMC with no children and household head is in labor

force

Full Nest I- young married couple with youngest child above 6

Empty Nest- OMC with no children and household head retired

SANDALS- WEDDING BY COLOR

CHANGING FAMILY STRUCTURE

From joint family to nuclear family. Family of four to five to family of one. DINK system. Live-in relationship. Ole People are living separate now.

Puravankara-Apartment for old age people

M0DERNIZED FAMILY LIFE CYCLE

FAMILY PURCHASING DECISION

Role Structure Power Structure Stages In decision making process

Family Specific Characteristics

Instrumental and expressive role

Purchase Influence Pattern

Family specific characteristics

Changing female roles

Purchase Process Role Alternative Family Decision making structure

Marketing Implications of family purchasing decisions

Changing male roles

Role Load Strategies to resolve conflict

Changing role and family purchase decision

STAGE

HOW MARKETERS DEAL WITH IT?

DO THEY HAVE DIFFERENT MARKETS FOR THEM?