Buyer Behaviour Family Decision Making

8/8/2019 Buyer Behaviour Family Decision Making

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Buyer Behaviour

Family Decision Making

Chp. 12 with Duane Weaver



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



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



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



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



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



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



Family-Decision Conflict

Interpersonal

NeedsInterpersonal

Needs

Product

Involvement

And Utility

Product

Involvement

And Utility

ResponsibilityResponsibility

PowerPower



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



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



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



THANK YOU

Buyer Behaviour Family Decision Making

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