The family

1
The family

• Family
• 2 or more people related by blood, marriage or
  adoption
• life time relationship
• Household
• could include boarders, room mates or friends

2
Importance of family declining according to
Census data

• later marriage
• later child bearing
• smaller families or no children
• increase in divorce
• increased number of long term singles
• more impermanent relationships

3
Family types

• married couple
• nuclear
• extended

4
Economic

• Roles
• provider
• child rearing and socialization
• working wives
• DINKS
• DEWKS
• time pressure
• Run 'n Grabbit
• mail order
• shop hours
• child care
• teens might work but don't contribute

5
Emotional support

• Pattern for suitable lifestyles
• consumption
• child socialization
• basic social values
• Consumer socialization
• skills and knowledge
• underlying motives for buying

6
Family decision making roles

• Influencer
• Gatekeeper
• Decider
• Buyer
• Preparer
• Maintainer
• Disposer

7
Family life cycle ( traditional)

• Better predictor than age alone due to children
• Bachelor
• Honeymooners
• Parents
• youngest child pre school
• youngest child at school
• children working but still home
• Post parenthood
• Sole survivors

8
Family life cycle needs modification

• childless couples
• single parents
• divorcees
• long term singles