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family life cycle
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PRESENTATIONON FAMILY DECISION-MAKING
-Aman Gupta
FAMILY DECISION-MAKING
FAMILY Two or More Persons related by blood or
marriage Reside with each other
Functions of a family
HOUSEHOLDS& FAMILY
FAMILY AND OTHER GROUPS
Family Other Groups
Marriage or Birth Job or Task
Permanent Contractual
Interpersonal-Relations Oriented
Goal-Oriented
Co-operative Competitive
TRADITIONAL FAMILY LIFE CYCLE: The Bachelor stage Newly Married Couple Full nest 1 Full nest 2 Full nest 3 Empty nest 1 Empty nest 2 Solitary survivor ( retired)
BACHELORS
NEWLY MARRIED COUPLES
FULL NEST-I
FULL NEST-II
FULL NEST-III
EMPTY NEST-I
EMPTY NEST-II
MODERNISED LIFE CYCLE:
RELATIONSHIP B/W FAMILY LIFE CYCLE AND CONSUMER BEHAVIOR:
It reveals many consumption differences across the households progressing life cycle stages and helps in analyzing needs wants and demands through out the different stages
FAMILY PURCHASING DECISIONS:
1. ROLE STRUCTURE a) Instrumental and expressive roles b) Purchasing process roles Initiator Influencer Information gatherer Decision maker Purchaser Gate keeper
CONT…
2. Power Structure
a) Purchase influence pattern b) Alternative decision making RoleStructure (INTIATION,SEARCH & EVALUATION &
DECISION MAKING)
PURCAHSE INFLUENCE PATTERN
Autonomic Husband Dominant Wife Dominant Joint
Marital roles
in products
Wife dominant:
Women clothingWomen jewelry
Cosmetics Daily needs
products
Husband Dominant:
Sporting Equipments
Men’s business clothing
hardware's
Autonomic :
Toys and gamesBaby products
Luggage or other durables
Joint sync:
Home appliancesVacations
&Financial Products
WIFE DOMINANT AD
HUSBAND DOMINATED
Strategies To Resolve Conflict
CONT….
3.Stage in family purchase decision
4. Family-specific characteristics: Culture Social class Stage in life-cycle Geographical location Children Marriage
INTERGENERATIONAL-INFLUENCES Parents influence ------Children consumer behavior
Children influence----- parents buyer behavior
Children influence tactics-Pressure tacticsUpward tacticsExchange tactics ,, Rational persuasion
MARKETING IMPLICATIONS OF FAMILY PURCHASING DECISION:
McDonald’sTanishqMulti-Plex
ADVANTAGES TO STUDY FAMILY LIFE CYCLE It provides the view to consumption at
different stages of FLC For making the promotions & channel more
effective Tool for segmentation in market
QUERIES????
Thank You...