CONSUMER BEHAVIOR

FAMILY

Family buy what???

Family
Family is defined as two or more persons related by blood, marriage, or adoption who reside together

What is Household

Households.
Not all households are families e.g unmarried couples, family friends, roommates or boarders however in US and many European countries family and house holds are considered same for consumer behavior discussion

Evidence of the Dynamic Nature of U.S. Households

Other Functions of the Family

Economic well-being Emotional support Suitable family lifestyles
Socialization of Family members

Consumer Socialization
The process by which children acquire the skills, knowledge and attitudes necessary to function as consumer Many children acquire their consumer behavior norms through observation of their parents.

Adult Consumer Socialization

Done properly in our country

A Simple Model of the Socialization Process - Figure 10.11

Family Roles

A) Key Family consumption Roles B) Influencing Spouses and Resolving Consumer Conflicts

A) Eight Roles in the Family Decision-Making Process

ROLE Influencers DESCRIPTION Family member(s) who provide information to other members about a product or service Family member(s) who control the flow of information about a product or service into the family Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Family member(s) who make the actual purchase of a particular product or service Family member(s) who transform the product into a form suitable for consumption by other family members Family member(s) who use or consume a particular product or service Family member(s) who service or repair the product so that it will provide continued satisfaction. Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service

Gatekeepers
Deciders

Buyers

Preparers
Users Maintainers Disposers

B) Influencing Spouses and Resolving Consumer Conflicts

Expert Legitimacy Bargaining Reward Emotional Impression

Influencing Spouses and Resolving Consumer Conflicts

Expert An attempt by a spouse to use his or her superior information about decision alternatives to influence the other spouse

Influencing Spouses and Resolving Consumer Conflicts

Legitimacy An attempt by a spouse to influence the other spouse on the basis of position in the household

Influencing Spouses and Resolving Consumer Conflicts

Bargaining An attempt by a spouse to secure influence now that will be exchanged with the other spouse at some future date

Influencing Spouses and Resolving Consumer Conflicts

Reward An attempt by a spouse to influence the behavior of the other spouse by offering a reward

Influencing Spouses and Resolving Consumer Conflicts

Emotional An attempt by a spouse to influence to use an emotion-laden reaction to influence the other spouses behavior

Influencing Spouses and Resolving Consumer Conflicts

Impression Any persuasive attempts by one spouse to influence the behavior of the other

Dynamics of Husband-Wife Decision Making

Husband-Dominated Wife-Dominated Joint Autonomic

Dynamics of Husband/Wife Decision Making Contd.

Variations by Product or Service Variation by family Role Structure Orientation Variation by Stage in the decisionMaking process

Children

Children and Television Latchkey Kids Teenagers and Post teens College-Aged Children

The Family Life Cycle

Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Post parenthood Stage V: Dissolution