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Why is it Important ?
Influential in consumption decisions
Influential in purchase decisions
Make several joint purchase decisions
Prime target market for goods and services
It helps to devise our marketing strategies
Family Lifecycle (FLC)
• The family life cycle concept attempts to explain consumer behaviour patterns of individuals as they age, marry, have children and retire
Changes Over Life-Cycle
financial situation Product categories
considered interests primary decision maker Free time
Family Life-cycle bachelor newly married, no kids young couple, kids < 6 young couple, kids >6 old couple working retired widow - working, not working
Role Behavior
Individual roles in family purchases
• Initiator: initiator of family thinking about buying products and gathering information to aid decisions
• Influencer: individual whose opinions are sought concerning criteria and which products or brands most likely to fit those criteria
• Decider: person with the financial authority or power to choose how the family’s money will be spent on which products and brands
• Buyer: person who acts as the purchasing agent by visiting the store, calling suppliers, writing checks, bringing products into the home and so on
• User: person or persons who use the product
Identifying different purchaser-consumer relationships
• Who’s buying for whom?
• Who are the principal characters?
• What’s the plot for the purchase?
• What can we assume?
Changing Roles of Women
Marketing to Women
• Appealing to the “mother” category
• Different segments exist and they look at advertising, the Internet, products, time, and brands differently
• Depending on career orientation, responsibilities in and out of the home, time pressures, messages, and ads need to be adapted
• Retailers can appeal to women with special services or extended hours
Example!!Nivea For Men targeted women in a campaign to persuade them of the benefits of buying male grooming products for their partners. The company organized a six-month campaign targeting over 42,000 women with the purpose of educating them about their partners' skincare habits and handing out samples. Results? 55% purchased at least one Nivea For Men product, and 20% purchased two or more products. 58% of men recommended the product to their friends and family.
Changing Masculine Roles
• Roles of men in families are changing substantially as well
• Men are more involved in family functions and household activities
• Men may buy items traditionally purchased by women (groceries)
• Many men are achieving gender role transcendence and use products previously seen as “feminine”
Children and Household Consumer Behavior
• Children change dramatically how the family functions, in terms of relationships, employment, and purchases
• Children reduce parents’ participation in the labor force, change how families spend their money and reduce the amount of time and money available for leisure
• Children influence about $1.88 trillion of purchases globally each year
• Children exert direct influence over parental spending when they request specific products and brands
• They exert indirect influence when parents buy products and brands that they know children prefer without being asked or told to make a specific purchase
Advertising and children
• Children’s TV watching Behavior :• Children ages 2-11 watch an average of
22 hours of TV per week and see 30,000 commercials per year• 80% of all advertising targeted to children falls in four product
categories: Toys, cereal, candy & fast food restaurants
Recent trends
Online shopping :
Shop 14/7 Comfort of own home A lot of strokes within a click away Comparison made easier Discounts Payments made Easier