Households on Consumer
Behavior
Role Behavior
Individual roles in family purchases
Role Behavior
Individual roles in family purchases
Initiator/gatekeeper: initiator of family
thinking about buying products and
gathering information to aid decisions
Influencer: individual whose opinions
are sought concerning criteria and
which products or brands most likely to
fit those criteria
Decider: person with the financial
authority or power to choose how the
familys money will be spent on which
products and brands
Role Behavior
Individual roles in family purchases
Buyer: person who acts as the
purchasing agent by visiting the store,
calling suppliers, writing checks,
bringing products into the home and so
on
User: person or persons who use the
product
Role Behavior
Different family members will
assume different roles depending
on the situation and product
Children may be influencers and
users for items (such as cereals
and toys) while parents may be the
decider and the buyer
Role Behavior
Family marketing focuses on the
relationships between family
members based on the roles they
assume, including the relationship
between purchaser and family
consumer and between purchaser
and purchase decision maker
Role Behavior
Family marketing differentiates
scenarios in which some
purchases may have more than
one decision maker from those
that have more than one consumer
Role Behavior
Identifying different purchaserconsumer relationships:
Role Behavior
Identifying different purchaserconsumer relationships:
Whos buying for whom?
Who are the principal characters?
Whats the plot for the purchase?
Role Behavior
Spousal roles in buying decisions
Role Behavior
Spousal roles in buying decisions
Autonomic: an equal number of
decisions is made by each spouse, but
each decision is individually made by
one spouse or the other
Husband dominant: the husband or
male head-of-household makes a
majority of the decisions
Role Behavior
Spousal roles in buying decisions
Wife dominant: the wife or female headof-household makes a majority of the
decisions
Joint: most decisions made with equal
involvement by both spouses
Life Stage
Young Singles
Newly Married Couples
Full Nest I, II, III
Married, No Kids
Older Singles
Empty Nest I, II
Solitary Survivor
Retired Solitary Survivor
Activities and
Behaviors
Relaxation or Self-Indulgence
Debate
Describe Peruvian Families
Talk about the roles of family members
Trends in peruvian families
Compare to western families