Arnould

1
Chapter
13
Household and Family Behaviors
2
Objectives

• Explain the basics of what we know about group
  structure.
• Discuss some trends in households.
• Explain how household structure and
  characteristics relate to consumption activities.
• Distinguish decision roles and decision-making
  styles in households and organizations.
• Recognize the important role of the family life
  cycle in consumption activities.
• Discuss how marketers use knowledge of the FLC in
  developing marketing strategy.

3
Groups

• Some common things we know about groups
• Groups vary in terms of their membership
  structure
• Groups vary in terms of their decision-making
  style or organization.
• Groups mobilize resources in order to realize
  their consumption choices.
• Group consumption choices often involve a mix of
  motives or goals
• Group members play different roles in the
  purchase process
• Groups have a culture that influences their
  purchase and consumption behaviors.
• Groups can be formally or informally defined.

4
Group Structure and Characteristics

• Voluntary or Involuntary Membership
• Primary groups
• Secondary groups
• Affect between group members softens role of
  personal self-interest in purchase consumption
  decisions group members will compromise
  self-interest to maintain long-term
  relationships.

5
Families and Households

• Families comprise individuals related by blood,
  marriage, adoption, and emotional commitment.
• Nuclear family
• Extended family
• Households are defined as co-resident, activity
  groups
• Fictive kin individuals informally adopted into
  a household as family members.

6
Household trends

• smaller households, including young people, the
  old and the very old
• growing numbers of single-parent households
• overall aging of households
• late marriages and high divorce rates boomarang
  kids

7
Household Trends

• Men
• More involved in household activities
• Buying more items traditionally purchased by
  women (groceries)
• Women
• Female employment is increasing around the world
  increases family buying power
• Career orientation
• Kids
• Direct and indirect influence
• Learn CB through socialization
• Co-shopping

8
Household Purchasing Behavior

• Production activities
• Direct
• Indirect
• Role behavior Resource Pooling
• Instrumental roles
• Expressive roles
• Individual roles
• Initiator/gatekeeper
• Influencer
• Decider
• Buyer
• User

9
Exhibit 13.4 Anglo-American Household Resource
Management Model
Arnould et al. slide
10
Exhibit 13.5 Working-Class English Household
Resource Management Model
Arnould et al. slide
11
The Role of Significant Others in Purchasing
Decisions

• Roles
• Autonomic
• Husband dominant
• Wife dominant
• Joint
• Influences
• Stage of decision
• Employment
• Gender gap narrowing, but still some sex-role
  stereotypes
• Spousal resources
• Experience
• Socio-economic status

12
(No Transcript)
13
Why is Family Purchasing Behavior Important?

• Need to determine who plays each of these roles?
• What aspects of specific products should we
  advertise to different household members?
• What media are most appropriate?
• What ad appeals are most effective?

14
Household Decisions

• Consensual purchases
• Accommodative
• Sources of conflict
• Money
• Interpersonal needs
• Product involvement and utility
• Responsibility
• Power
• Role overload

15
Family Life Cycle

• Families pass through a series of stages over
  time
• Do not necessarily go through all stages
• Stages depend on lifestyle choices
• Affects activities, behaviors, and demand for
  many products

16
Exhibit 13.2The Family Life Cycle
Arnould et al. slide
17
How Marketers Use theFamily Life Cycle

• For marketers, households differentiated by the
  family life cycle represent different potential
  market segments.
• Married with children
• Empty nesters
• Single parent families
• Dynamic Households

18
Differences in CB Across the Family Lifecycle
19
Exhibit 13.3 U.S. Household Lifestyle Shifts in
the Early 1990s
Arnould et al. slide
20
The FLC Implications for Marketing Management

• Spot trends at early stages in order to identify
  new product opportunities
• Implement continuing consumer research program
• Have a strategy that involves multiple segments
  of the FLC stages (e.g., Disney)