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The Family Life Cycle
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Family life cycle

  1. 1. PRESENTATIONONFAMILY DECISION-MAKING -Aman Gupta
  2. 2. FAMILY DECISION-MAKING
  3. 3. FAMILY Two or More Persons related by blood or marriage Reside with each other
  4. 4. Functions of a family
  5. 5. HOUSEHOLDS&FAMILY
  6. 6. FAMILY AND OTHER GROUPSFamily Other GroupsMarriage or Birth Job or TaskPermanent ContractualInterpersonal-Relations Oriented Goal-OrientedCo-operative Competitive
  7. 7. TRADITIONAL FAMILY LIFE CYCLE: The Bachelor stage Newly Married Couple Full nest 1 Full nest 2 Full nest 3 Empty nest 1 Empty nest 2 Solitary survivor ( retired)
  8. 8. BACHELORS
  9. 9. NEWLY MARRIED COUPLES
  10. 10. FULL NEST-I
  11. 11. FULL NEST-II
  12. 12. FULL NEST-III
  13. 13. EMPTY NEST-I
  14. 14. EMPTY NEST-II
  15. 15. MODERNISED LIFE CYCLE:
  16. 16. RELATIONSHIP B/W FAMILY LIFECYCLE AND CONSUMER BEHAVIOR:It reveals many consumption differences across thehouseholds progressing life cycle stages and helps inanalyzing needs wants and demands through out thedifferent stages
  17. 17. FAMILY PURCHASINGDECISIONS:1. ROLE STRUCTURE a) Instrumental and expressive roles b) Purchasing process roles Initiator Influencer Information gatherer Decision maker Purchaser Gate keeper
  18. 18. CONT…2. Power Structurea) Purchase influence patternb) Alternative decision making RoleStructure (INTIATION,SEARCH & EVALUATION & DECISION MAKING)
  19. 19. PURCAHSE INFLUENCE PATTERN Autonomic Husband Dominant Wife Dominant Joint
  20. 20. Marital roles in productsWife dominant: Husband Joint sync: Dominant: Autonomic :Women clothing Home Sporting Toys and gamesWomen jewelry appliances Equipments Baby products Cosmetics Vacations Men’s business Luggage Daily needs & clothing or other products Financial hardwares durables Products
  21. 21. WIFE DOMINANT AD
  22. 22. HUSBAND DOMINATED
  23. 23. Strategies To Resolve Conflict
  24. 24. CONT….3.Stage in family purchase decision4. Family-specific characteristics: Culture Social class Stage in life-cycle Geographical location Children Marriage
  25. 25. INTERGENERATIONAL-INFLUENCES Parents influence ------Children consumer behavior Children influence----- parents buyer behaviorChildren influence tactics-Pressure tacticsUpward tacticsExchange tactics ,, Rational persuasion
  26. 26. MARKETING IMPLICATIONSOF FAMILY PURCHASINGDECISION:McDonald’sTanishqMulti-Plex
  27. 27. ADVANTAGES TO STUDYFAMILY LIFE CYCLE It provides the view to consumption at different stages of FLC For making the promotions & channel more effective Tool for segmentation in market
  28. 28. QUERIES?? ??
  29. 29. ThankYou...
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