Influence of FAMILY on consumer behaviour-
MBA / BBA MARKETING MANAGEMENT
QUESTION PAPER APRIL 2019
PUNE UNIVERSITY
Top 20 points on FAMILY-
1.
In fact all products are aimed at some family member or other.
Therefore, an understanding of what a family is, what is the difference between
a family and a household, as well as the types of family is essential for a marketer.
2.
Although the family is a
reference group, it is treated separately because of its special importance.
The family usually is the most significant primary group for the consumer,
exerting a stronger and more wide-ranging influence on lifestyles and
purchasing behavior.
3.
Consumer behavior analysts often address the family as a consumption
unit, because families make group purchasing decisions and shape the consuming
behavior of their members. Families are involved in consumer decisions which
involve more than one person.
4.
large number of food, shelter, recreational, and other products and
services are consumed jointly by the family members.
5.
A family may be defined as a group of two or more people related by
blood, marriage, or adoption living together in a household
6.
Sociologists classify family functions on
7.
three dimensions. The dimensions are: (1) cohesion, (2)
adaptability, and, (3) communication.
8.
The term household implies a broader concept. It relates to a
dwelling rather than relationship.
It consists of a single person, a family, or any group of unrelated
persons who occupy a housing unit. For example an unmarried homeowner and a university
student sharing an apartment, or cohabiting couples may be termed as
households.
9.
Household may also be termed as ‘an individual or group of people
who share a common dwelling’. It includes the related family members and all
the unrelated persons who occupy a housing unit.
10.
it is clear that there could be three types of households. The
family households, the non-family households, and the single-person household.
11.
A family household consists of two or more persons living together
who are related by marriage or birth.
12.
The purchasing behavior of a family also changes as it progresses
through its life cycle.
13.
social influences, reference groups, stages of family life cycle,
and the personality traits of family members influence decision making within
the family.
14.
Culture also determines the roles of husbands and wives within the
family.
15.
Family life cycle is the classification of family and non-family
households based on the assumption that these entities, like individuals, move
through a series of relatively distinct and well-defined stages with the
passage of time.”1 The nine stages comprising the family life cycle are: (1)
Bachelor stage; (2) Newly married couples; (3) Full nest – 1; (4) Full nest –
2; (5) Full nest – 3; (6) Empty nest – 1; (7) Empty nest – 2; (8) Solitary
survivor in work force; and, (9) olitary
survivor
retired.
- Parents’ Influences on Children’s Behavior-
- Peers’ Influences on Children’s Behavior-
- Influence of Social Class on Children’s Behavior-
- Influence of Subculture on Children’s Behavior-
- Influence of Gender Difference on Children’s Behavior-
- Television and Children’s Behavior-
- Behavior of Teen-age Children-
- College/University-Going Students and Family Consumption-
EXAMPLES of influence of family on consumer behaviour-
1.
large number of food, shelter, recreational, and other products and
services are consumed jointly by the family members.
2.
The relationships among the members of a family are characterized
by mutual feelings, commitment, intimacy, affection, respect, and obligation.
The relationship among family members are very fluid unlike other groups.
3.
Thus single individuals living alone, same-sex couples, unmarried
couples living together, and
larger groups living under the same roof are examples of households
4.
The actual influences within the family unit depend very much on
the type of product or service being purchased. In certain purchasing
decisions, we may find husband exerting more influence over the wife, where in
other cases wife is found to exert more control over the purchase decisions.
You may also find situations where husband and wife are arriving at purchase
decisions jointly. Yet again, there are situations where children come on to
the surface and play roles in the purchase decisions.
5.
today, about 50% of the urban women are employed out of the home,
and average family incomes have risen considerably. These changes have led to
changes in the roles of husbands and wives in family decision making.
6.
father in a family is thinking to buy a car. His wife may want him
to buy it next year. His older son is hoping for a brand new car. His daughter
wants a 1500 cc car.
7.
Media use of families is also related to social class. Lower and
lower middle class families usually are the heavier TV viewers, where upper
middle and upper class families are the heavier users of magazines.
8.
Upper-class families here in india reveal a different picture. Most of the family
related purchase decisions in the upper classes are usually taken by the wives.
Husbands are least concerned about how much is being spent on household
purchases. They are also not concerned about where the money is being spent, I
mean on what items.
9.
When single persons move into a separate apartment, they need to
buy basic household equipment. When these persons marry, there is a need for
more furnishings, and the arrival of children triggers a host of baby related
purchases. Thus, each stage of the family life cycle opens new vistas of needs
that can be met by marketing people who watch for these opportunities.
10.
As the newly married couple
is financially better off, they buy lot of items, particularly durables. They
buy refrigerators, televisions, stereos, sensible and durable furniture, and
vacations. They are also found to buy appliances,
cars, and lot of clothing at this stage. They may also start investing to build
a reserve for the future. The marketers of such goods, including financial
services, and apartments may successfully target this group.
11.
Except few exceptions, every family consists of children. The
presence of children dramatically alters family consumption patterns.
Consumption behavior of children is influenced by many arties, including parents and friends. An
understanding of this will help a marketer in developing right product for
children and reaching them effectively.
12.
when children grow older, they like to take independent purchase decisions
in case of certain specific items such as under garments, shoes, dress
materials and so on. Most families are found to give freedom to their children
in these purchases. Thus, marketers of these specific items may successfully
aim this group through advertising and promotional activities.
13.
in case of kitchen appliance, wife is likely to initiate the
purchase decision process, as she will get most benefit out of this purchase.
14.
In complex purchase situations more of the family members take part
in the evaluation process. If the product is used exclusively by only one
member of the family, he is likely to play role in the evaluative process as
seen in shaving cream purchasing decision.
15.
Who makes the price decision? It basically depends on the role
structure of the family and the price of the product. In case of costly items,
husbands usually take price decisions as the money comes out of their pockets.
In families, where wives are dominant, price decisions are mainly taken by them
16.
for example, is a life insurance policy, husband is most likely to
make the actual purchasing.
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