台大消费者行为cb12family(共13页).ppt

1、2002/05/221Family and Household Influences2002/05/222OverviewFamily and HouseholdFamily Life CyclesHousehold Decision RolesChildren and Household Consumer Behavior2002/05/223The Importance of Families and Households on Consumer Behavior Many products are purchased by a family unitIndividuals buying

2、decisions may be heavily influenced by other family members2002/05/224What 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 or

3、ientation: ones birth familyFamily of Procreation: family established by marriage2002/05/225What 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 l

4、iving togetherSame sex couples2002/05/226Family 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 spending2002/05/227Young SinglesNewly Married CouplesFull Nest I, II, IIIMarried, No KidsOlder

5、SinglesEmpty Nest I, IISolitary SurvivorRetired Solitary SurvivorLife StageActivities and Behaviors2002/05/228Some Common TransitionsMARRIEDCOUPLE; NOCHILDRENMARRIEDCOUPLE; CHILDRENMARRIED COUPLE; CHILDRENLEFTSINGLE PARENT;MINORCHILDRENECONSTITUTEDFAMILIES;POSSIBLE NEWCHILDREN OR ONESFROM PRIOR MARR

6、IAGESINGLE ;ALONE OR WITH ROOMMATES2002/05/229Household Decision RolesDECIDERBUYERUSERINFLUENCERINITIATOR/GATEKEEPERSWISS!2002/05/2210The Family Marketing ModelOne Some All Consumer Member Members MembersOne Member Some MembersAll MembersA Purchase Decision Maker451672389Source: Robert Boutilier, “P

7、utting the Familys Strings,” American Demographics (April 1993), 46. 2002/05/2211Role Behavior Spousal roles in family purchasesAutonomic: an equal number of decisions is made by each spouse, but each decision is individually made by one spouse or the otherHusband dominant: the husband or male house

8、hold-head makes a majority of the decisionsWife dominant: the wife or female household-head makes most decisionsJoint: most decisions made by both2002/05/2212Children and Household Consumer BehaviorChildren are spending more money Children have more influence on purchase decision for products for their own useChildren have direct influence on specific products and brandsChildren have indirect influence on their parents purchasesChildren are making family purchases2002/05/2213Household Type Determine