消费者行为学09.ppt

CHAPTER 9 Institution Customer Decision Making: Household, Business, and Government Conceptual Framework Household Buying Behavior Families and Households Family household A group of persons related by blood and/or marriage. Four types are most common: Married couples alone Married couples with children A single parent with children Extended family, which may include parents, children’s spouses, and/or grandchildren, and occasionally cousins Nonfamily household A household that does not contain a family A single person living alone in a dwelling unit Roommates Boarding houses The Family Decision-Making Process The same family member may not have all three roles A single role may be jointly held by more than one individual Steps in Family Buying Decisions Initiation of the purchase decision Gathering and sharing of information Evaluating and deciding Shopping and buying Conflict management Husband-Wife Decision Roles Five patterns of relative influence are possible: Autonomous decision by the husband only Husband-dominated decision Syncratic decisions Wife-dominated decision Autonomous decision by the wife Decision Plan Nets For A Husband And Wife Factors Influencing Interspousal Influence Gender-role orientation Wife’s employment status Stage in family life cycle Time pressure Socioeconomic development of the population Children’s Influence on Family Decision Making Children influence household buying in three ways: Children express individualistic preferences for products paid for and bought by parents Children in their teen years begin to have their own money and become their own payers and buyers of items of self-use Children influence their parents’ choice of products that are meant for shared consumption Family Orientation Children’s influence in the family decisions depends on whether the family has a social or a concept orientation Another way of classifying families is by how authority is exercised in the family Children’s Role by Family Type Learn