Family

1
Family Household Influences

• Chapter 12

2
Family and Household Influence

• Significant influence on purchase
• Families
• Households

3
Family and Household Influence

• Same or different?
• Significant influence on purchase
• Families group of 2 people related by blood,
  marriage or adoption living together
• Households all persons, both related
  unrelated, who occupy a housing unit

4
Family and Household Influence

• Structural variables affecting consumption
• Marital status
• Number and age of children
• Employment

5
Family and Household Influence

• Sociological variables
• Cohesion
• Adaptability
• Communication

6
Family/Household Buying

• Various roles exist
• Initiator the thought of buying something
  originates here will initiate info search
• Influencer opinion is sought about alternative
  choices
• Decider financial authority, power to choose
• Buyer facilitates the purchase
• User consumes/uses the product

7
Family/Household Buying

• Various roles exist
• Gender roles
• Does the husband / wife influence purchases more
• Autonomic
• Husband dominated
• Wife dominated
• Joint (syncratic)

8
Family/Household Buying

• Family life cycles
• Predicts income and spending patterns
• FLC stage is the biggest predictor of household
  spending

9
Life Stages

• New, unmarried households
• Predicting variables
• Relevant products
• Credit

10
Life Stages

• Upscale, married, new children
• Predicting variables
• Income 75 K
• Head of hh 35-44
• Homeowners
• Children present, age 0-5
• Relevant products
• Insurance, financial planning services
• Education plans
• Vehicles with high safety ratings

11
Life Stages

• Pre-retired, upscale empty nesters
• Predicting variables
• Income 75 K
• Head of hh 50-64
• Married, widowed, divorced
• Homeowners or renters
• No children present
• Relevant products
• Remodeling real estate services
• Travel
• Retirement planning
• Health care

12
Changes to household structures

• Later marriages
• Smaller households
• Single-person households growing
• Approx 70 of adults are not married
• Cohabitating couples are fastest growing segment
  here

13
Changes to household structures

• Single parent households
• 14 million hh
• Less time spent between parent/child
• Increased demand for daycare services
• Blurring of traditional gender roles
• Working women
• Career vs just-a-job
• Duty swap

14
Changes to household structures

• Childrens roles
• Influence choices make purchases
• Fastest growing purchase category?
• What do they buy most?
• Store preferences?