台大消费者行为cbfamily.pptx

Family and Household Influences2002/05/22OverviewFamily and HouseholdFamily Life CyclesHousehold Decision RolesChildren and Household Consumer Behavior2002/05/22The Importance of Families and Households on Consumer Behavior Many products are purchased by a family unitIndividual’s buying decisions may be heavily influenced by other family members2002/05/22What is FamilyFamily: a group of two or more persons related by blood, marriage, or adoption who reside togetherNuclear family: mother, father, and child(ren) living together Extended family: nuclear family + relativesFamily of orientation: one’s birth familyFamily of Procreation: family established by marriage2002/05/22What is HouseholdHousehold: all persons, both related and unrelated, who occupy a housing unitNonfamily households include:people living alonePOSSLQs (Persons of Opposite Sex Sharing Living Quarters)Friends living togetherSame sex couples2002/05/22Family Life CycleFamily life cycle (FLC) : the process of families passing through a series of stages over timeFLC is an important predictor of family or household spending2002/05/22Activities and BehaviorsLife StageYoung SinglesNewly Married CouplesFull Nest I, II, IIIMarried, No KidsOlder SinglesEmpty Nest I, IISolitary SurvivorRetired Solitary Survivor2002/05/22SINGLE ;ALONE OR WITH ROOMMATESMARRIEDCOUPLE; NOCHILDRENMARRIEDCOUPLE; CHILDRENMARRIED COUPLE; CHILDRENLEFTECONSTITUTEDFAMILIES;POSSIBLE NEWCHILDREN OR ONESFROM PRIOR MARRIAGESINGLE PARENT;MINORCHILDRENSome Common Transitions2002/05/22Household Decision RolesBUYERDECIDERUSERINFLUENCERINITIATOR/GATEKEEPERSWISS!2002/05/22The Family Marketing ModelA Purchase Decision Maker One Some All Consumer Member Members MembersOne Member Some MembersAll Members123456789Source: Robert Boutilier, “Putting the Family’s Strings,” American Demographics (April 1993), 46. 2002/05/22Role Behavior Spousal roles in family purchasesAutonomic: an equal number of decisions is made by each spouse, bu