Outline 9 CB Family

7/29/2019 Outline 9 CB Family

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CONSUMER

BEHAVIOR

FAMILY


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Family buy what???


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Family

Family is defined as two or morepersons related by blood, marriage, oradoption who reside together

What is Household


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Households.

Not all households are families e.gunmarried couples, family friends,roommates or boarders however in

US and many European countriesfamily and house holds areconsidered same for consumer

behavior discussion


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Evidence of the Dynamic Nature of

U.S. Households


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Other Functions of the Family

Economic well-being

Emotional support

Suitable family lifestyles Socialization of Family members


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Consumer Socialization

The process by which childrenacquire the skills, knowledge andattitudes necessary to function as

consumer

Many children acquire their consumerbehavior norms through observation

of their parents.


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Adult Consumer Socialization

Done properly in our country


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A Simple Model of the

Socialization Process - Figure 10.11


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Family Roles

A) Key Family consumption RolesB) Influencing Spouses and Resolving

Consumer Conflicts


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A) Eight Roles in the Family

Decision-Making ProcessROLE DESCRIPTION

Influencers Family member(s) who provide information to other members about a

product or service

Gatekeepers Family member(s) who control the flow of information about a

product or service into the family

Deciders Family member(s) with the power to determine unilaterally or jointly

whether to shop for, purchase, use, consume, or dispose of a specificproduct or service

Buyers Family member(s) who make the actual purchase of a particular

product or service

Preparers Family member(s) who transform the product into a form suitable for

consumption by other family members

Users Family member(s) who use or consume a particular product or service

Maintainers Family member(s) who service or repair the product so that it will

provide continued satisfaction.

Disposers Family member(s) who initiate or carry out the disposal or

discontinuation of a particular product or service


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B) Influencing Spouses andResolving Consumer Conflicts

Expert

Legitimacy

Bargaining Reward

Emotional

Impression


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Influencing Spouses andResolving Consumer Conflicts

Expert

An attempt by a spouse to use his orher superior information aboutdecision alternatives to influence theother spouse


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Legitimacy

An attempt by a spouse to influencethe other spouse on the basis ofposition in the household


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Bargaining

An attempt by a spouse to secureinfluence now that will be exchangedwith the other spouse at some futuredate


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Reward

An attempt by a spouse to influencethe behavior of the other spouse byoffering a reward


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Emotional

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


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Impression

Any persuasive attempts by onespouse to influence the behavior ofthe other


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Dynamics of Husband-Wife

Decision Making

Husband-Dominated

Wife-Dominated

Joint Autonomic


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Dynamics of Husband/WifeDecision Making Contd.

Variations by Product or Service

Variation by family Role StructureOrientation

Variation by Stage in the decision-Making process


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Children

Children and Television

Latchkey Kids

Teenagers and Post teens College-Aged Children


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The Family Life Cycle

Stage I: Bachelorhood

Stage II: Honeymooners

Stage III: Parenthood Stage IV: Post parenthood

Stage V: Dissolution

Documents

Outline 9 CB Family