Bashir Hussain

8/14/2019 Bashir Hussain

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FamilyFamily

Bashir HussainBashir Hussain


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Families and Households

Household: the related family members and all theUnrelated persons who occupy a housing unit.

Family: refers to a group of two or more persons related

by blood, marriage, or adoption and residing togetheras a household


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Differences between families andDifferences between families and

other groupsother groups

FamilyFamily

vs.vs. Other groupsOther g

roupsFormation by marriage or birthFormation by marriage or birth Formation by job or taskFormation by job or task

More permanent relationshipMore permanent relationship More contractual relationshipMore contractual relationship

More interpersonal relations-orientedMore interpersonal relations-oriented More goal-orientedMore goal-oriented

More intrinsic value seekingMore intrinsic value seeking More rational-oriented tiesMore rational-oriented ties

Group-oriented (cooperative)Group-oriented (cooperative) Self-oriented (competitive)Self-oriented (competitive)


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Family Life CycleFamily Life Cycle

Traditional life cycle stagesTraditional life cy

cle stages::

1.1. The Bachelor Stage: young, single peopleThe Bachelor Stage: young, single people

2.2. Newly Married Couples: young, no childrenNewly Married Couples: young, no children

3.3. Full Nest I: young married couples with youngest child under 6Full Nest I: young married couples with youngest child under 6

4.4. Full Nest II: young married couples with youngest child 6 or overFull Nest II: young married couples with youngest child 6 or over

5.5. Full Nest III: older married couples with dependent childrenFull Nest III: older married couples with dependent children6.6. Empty Nest I: older married couples with no children living with them andEmpty Nest I: older married couples with no children living with them and

household head in labor forcehousehold head in labor force

7.7. Empty Nest II: older married couples with no children living with them andEmpty Nest II: older married couples with no children living with them andhousehold head retiredhousehold head retired

8.8. Solitary Survivor I: older single people in labor forceSolitary Survivor I: older single people in labor force

9.9. Solitary Survivor II: older retired single peopleSolitary Survivor II: older retired single people


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Family Purchasing DecisionsFamily Purchasing Decisions

1.1. Role StructureRole Structure:

Instrumental rolesInstrumental roles: roles played by the husband who provides material: roles played by the husband who provides materialsupport and primary leadership authority within the family.support and primary leadership authority within the family.

Expressive rolesExpressive roles: roles played by the wife who provides affection and: roles played by the wife who provides affection andmorel support.morel support.

Father performs the instrumental functions i.e., concerned with the basicFather performs the instrumental functions i.e., concerned with the basicpurpose or goal of the family on the other hand, Mother performs thepurpose or goal of the family on the other hand, Mother performs the

expressive functions i.e., attempts to reduce tension and give emotionalexpressive functions i.e., attempts to reduce tension and give emotionalsupport to members in the family.support to members in the family.

In purchase decisions husbands concern themselves with functional productIn purchase decisions husbands concern themselves with functional productattributes and put more influence in deciding whether to buy and in closingattributes and put more influence in deciding whether to buy and in closingthe sale whilst wives concern themselves more with aesthetic productthe sale whilst wives concern themselves more with aesthetic productattributes and with suggesting the purchase.attributes and with suggesting the purchase.


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Purchase Process Roles:Purchase Process Roles:

InitiatorInitiator: who recognizes the problem or need.: who recognizes the problem or need. InfluencerInfluencer: who performs or persuades: who performs or persuades

Opinion leaderOp

inion leader: who exert personal influence on family: who exert personal influence on familyregarding purchaseregarding purchase

Information gathererInformation g

atherer: who secure information pertain to: who secure information pertain to

products or places of shoppingproducts or places of shopping Decision makerDecision maker: who has the authority to make the buying: who has the authority to make the buying

decision. May be the influencer or information gathererdecision. May be the influencer or information gatherer

PurchaserPurchaser: who performs the act of purchase: who performs the act of purchase

GatekeeperGatekeep

er: family member who is able to control the flow of: family member who is able to control the flow of

products into the family.products into the family. UserUser: who consumes the product or service.: who consumes the product or service.


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Role load:Role load: role load is the continuum ofrole load is the continuum ofdemands on a spouses time, energy, and otherdemands on a spouses time, energy, and other

resources.resources.


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2.2. Power StructurePower Structure: which family member isdominant or considered to be the familys head.

Patriarchal family:Patriarchal family:

Matriarchal family:Matriarchal family:

Equalitarian family:Equalitarian family:

Now-a-days families are increasingly moving toward a child-Now-a-days families are increasingly moving toward a child-

centered familycentered family


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Purchase Influence Pattern:Purchase Influence Pattern:

i)i) Autonomic:Autonomic:

ii)ii) Husband dominant:Husband dominant:iii)iii) Wife dominant:Wife dominant:

iv)iv) Joint or syncratic:Joint or syncratic:


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Strategies to Resolve Conflict:Strategies to Resolve Conflict: the familythe familypurchasing decision process is not always characterized bypurchasing decision process is not always characterized by

stability and easy agreement. It often leads tostability and easy agreement. It often leads to

disagreement.disagreement.

i)i) Expert: based on superior informationExpert: based on superior information

ii)ii) Legitimate:based on position in the householdLegitimate:based on position in the household

iii)iii) Bargaining: based on reciprocityBargaining: based on reciprocityiv)iv) Reward/Referent: by offering a rewardReward/Referent: by offering a reward

v)v) Emotional: by emotional reactionEmotional: by emotional reaction

vi)vi) Impression management: by using persuasionImpression management: by using persuasion


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Family Purchasing DecisionsFamily Purchasing Decisions Approaches to Reduce Joint PurchaseApproaches to Reduce Joint Purchase

Disagreement:Disagreement: i)i) Use of punishments, threats, authority, and negative emotion.Use of punishments, threats, authority, and negative emotion.

Strategies included refusing to do chores, threateningStrategies included refusing to do chores, threateningpunishments, behaving angrily. And stating that the spouse hadpunishments, behaving angrily. And stating that the spouse hadno right to disagree.no right to disagree.

ii)ii) Use of positive emotion and subtle manipulation. StrategiesUse of positive emotion and subtle manipulation. Strategiesincluded putting the spouse in a receptive mood, appealing toincluded putting the spouse in a receptive mood, appealing totheir love and affection, and promising to do something nice totheir love and affection, and promising to do something nice toexchange for compliance.exchange for compliance.

iii)iii) Use of withdrawal and egocentrism. Strategies included denyingUse of withdrawal and egocentrism. Strategies included denyingaffection, clamming up, and looking hurt.affection, clamming up, and looking hurt.

iv)iv) Use of persuasion and reason. Strategies included the use ofUse of persuasion and reason. Strategies included the use oflogic or persistence to convince the other spouse to changelogic or persistence to convince the other spouse to changetheir viewpoint.their viewpoint.


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Changing roles and family purchaseChanging roles and family purchase

decisions:decisions:


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3.3. Stage in the Family Purchase-DecisionStage in the Family Purchase-Decision

ProcessProcess::

For some products wives are involved moreFor some products wives are involved more

heavily in the initiation, information-seeking, andheavily in the initiation, information-seeking, andpurchasing, stages than are husbands. At otherpurchasing, stages than are husbands. At other

times, however, there is a greater tendency fortimes, however, there is a greater tendency for

husbands to participate in the decision process,husbands to participate in the decision process,

particularly when the product is high-priced andparticularly when the product is high-priced and

technically or mechanically complex.technically or mechanically complex.


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4.4. Family-Specific CharacteristicsFamily-Specific Characteristics::

CultureCulture

SubcultureSubculture

Social ClassSocial Class

Reference groups and social interactionReference groups and social interaction

Stage in life cycleStage in life cycle

MobilityMobility

Geographical locationGeographical location

MarriageMarriage


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Marketing Implications of FamilyMarketing Implications of Family

Purchasing Decisions:Purchasing Decisions:


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The Changing FamilyThe Changing Family

Changing Female Roles:Changing Female Roles: Traditionalists and FemiTraditionalists and Feministsnists

Working WivesWorking Wives

Changing Male Roles:Changing Male Roles:Im really knocked out. I have to take care of three children,Im really knocked out. I have to take care of three children,

prepare the food for them, do their laundry, bring them toprepare the food for them, do their laundry, bring them to

school, pick them up. At the same time, of course, I have toschool, pick them up. At the same time, of course, I have to

make a living and try to hold on to my job.make a living and try to hold on to my job.


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Bashir Hussain