Household Influences

1
Household Influences
2
Household Influences

• Importance of Household Influence
• - Joint Decision Making
• - Consumer Socialization
• Types of Households
• Family
• Single Person Living Alone
• Group of Individuals Living Together
• Growth in Nontraditional Households

3
Consumer Socialization

• The process where children learn patterns of
  marketplace behavior from their parents.
• Model parents
• Adopt parents product preferences

4
Family Life Cycle

• Examines the stages that families go through as
  they form, develop, and eventually dissolve.
• How does family life cycle influence consumer
  behavior?
• Young singles
• Young married without children
• Young married with children
• Middle aged with children
• Empty nesters
• Older singles

5
Family Life Cycle
6
Changing Trends in Household Structure

• Delayed Marriage (median age men 27, median age
  women 25)
• - Marketing implications?
• Dual Career Families (70 of women between 25 and
  54 employed)
• - Marketing implications?
• Smaller Families (average family size 3.14)
• - Marketing implications?

7
Roles Household Members Play

• Gatekeeper
• Influencer
• Decider
• Buyer
• User

8
Roles of Spouses in Decisions

• Husband dominant
• Wife dominant
• Autonomic decision
• Syncratic decision

9
The Role of Children

• More likely to influence purchase of
  child-related products.
• Have less influence when parents are more
  traditional
• Have more influence when both parents work
• Influence of TV watching
• The older the child, the more influence

10
Kids Influence- Ages 9-13

• 93 influence what kind of jeans parents purchase
  for them
• 89 influence kind of cookies, desserts, soda,
  chips and cereal purchased for household
• 61 helped parents decide kind of family car to
  buy
• 41 whose parents bought a new car took kids
  along when car shopping