台大消费者行为P13.pptVIP

2002/05/22 Ch 12 Family and Household Influences Overview Family and Household Family Life Cycles Household Decision Roles Children and Household Consumer Behavior What is Family Family: a group of two or more persons related by blood, marriage, or adoption who reside together Nuclear family: mother, father, and child(ren) living together Extended family: nuclear family + relatives Family of orientation: one’s birth family Family of Procreation: family established by marriage What is Household Household: all persons, both related and unrelated, who occupy a housing unit Nonfamily households include: people living alone POSSLQs (Persons of Opposite Sex Sharing Living Quarters) Friends living together Same sex couples Family Life Cycle Family life cycle (FLC) : the process of families passing through a series of stages over time FLC is an important predictor of family or household spending Some Common Transitions Household Decision Roles Children and Household Consumer Behavior Children are spending more money Children have more influence on purchase decision for products for their own use Children have direct influence on specific products and brands Children have indirect influence on their parent’s purchases Children are making family purchases Household Type Determine the Nature of Children’s Influence Authoritarian household 集權家庭 Neglectful household 冷漠家庭 Democratic household 民主家庭 Permissive household 寬容家庭 * * The Importance of Families and Households on Consumer Behavior Many products are purchased by a family unit Individual’s buying decisions may be heavily influenced by other family members Young Singles Newly Married Couples Full Nest I, II, III Married, No Kids Older Singles Empty Nest I, II Solitary Survivor Retired Solitary Survivor Life Stage Activities and Behaviors MARRIED COUPLE; NO CHILDREN MARRIED COUPLE; CHILDREN MARRIED COUPLE; CHILDREN LEFT SINGLE PARENT; MINOR CHILDREN ECONSTITUTED FAMILIES; POSSIBLE NEW CHILDREN OR ONES FROM PRIOR