Chapter 12Family LifeCopyright © 2015, 2013, 2012 .docx

Chapter 12
Family Life
Copyright © 2015, 2013, 2012 Pearson Education, Inc. All
Rights Reserved
Tracking the Trends: Family Life
In 2013, about half of all adults were married, the lowest share
on record.
There have been corresponding increases for adults who have
never married and for those who are divorced.
Q. Do you think that these trends are good for the country or
not? Why?
Marital Status, 1960-2013
Rights Reserved
Married
1960 1970 1980 1990 2000 2010 2013 0.675560538116592
0.64221810214056974 0.60966711470316137
0.58724770977042939 0.56232750474800486
0.53593723533032844 0.52684949158239736 Never
Married
1960 1970 1980 1990 2000 2010 2013 0.22041960281870596

0.24944547446485762 0.25865670512798139
0.26186044329042252 0.28074508593187197
0.3067296847306516 0.31413044783167199
Divorced
1960 1970 1980 1990 2000 2010 2013 2.2533632286995522E-2
2.8882521489971349E-2 5.7581417540919701E-2
7.8876705614907741E-2 9.30000842010 72183E-2
9.8084256363433556E-2 0.10159548286666695
Percentage of Population Age 15 and Older
What is a Family?
Family: The social institution that unites individuals in
cooperative groups that care for one another, including any
children
Nuclear Family: One or two parents and their children
Extended Family: Parents and children and also grandparents,
aunts, uncles, and cousins who often live close to one another
and operate as a family unit.
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What is a Family?
Families are built around marriage, a lawful relationship usually
involving economic cooperation, sexual activity, and
childbearing.
People today have a broader and more inclusive idea of what
“family” means:
Single parent with a child
Married couple without children

Child being raised by a same-sex couple
Families of affinity
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A Sociological Approach
to Family Problems
Looks not at the behavior of individuals, but how family is
shaped by a society’s standard of living and technology
How patterns of family life are linked to income,
education, gender, and race
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Living Together:
Do We Need to Marry?
Cohabitation: The sharing of a household by an unmarried
couple
From 500,000 in 1970 to 6.9 million today
650,000 same-sex couples
6.3 million heterosexual couples
About 6% of all households
In the U.S., 49% of people aged 25 to 44 cohabit at some point
in their lives.
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Living Together: Do We Need to Marry?

Critics of cohabitation
Less stable setting for raising children
Can put woman and children at risk
Men can lose legal right to raise their children
Supporters of cohabitation
Living together is a private matter
Meets the needs of a diverse society
Pattern of cohabitation
After 3 years, 40% of cohabiting couples marry, 32% continue
to cohabit, and 28% split up.
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Postponing Marriage
Men and women get married about six years later now than in
1950.
Women, 26.6 years old; men, 29.0 years old
Delaying marriage is a function of:
Spending more time in education
More women in labor force
Birth control technology and legal abortion
Economic conditions/uncertainty
Drop in overall childbearing
More freedom in forming relationships
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Parenting: Is One Enough?
In 2013, 1 in 3 families with children under age 18 had just one
parent in the household

More than twice the share in 1970
Most people believe children are best served with two parents in
the home
Biggest problem is poverty
41% of children living with one parent are poor
More likely to become single parents themselves
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Figure 12-1 Child Care Arrangements for Working Mothers
Half of the young children of working mothers receive care
from a parent or other relative.
Back to Child Care Slide
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Families, Race and Poverty
The Moynihan Report (1965)
African American families
72% of African American children are born to single mothers
47% of families headed by a single African American mother
are poor
38% of all African American children grow up in poverty
Rights Reserved
Families, Race and Poverty
Liberals point out that single-parent families and poverty in the

African American community are not so much family problems
as they are economic and racial prejudice problems
William Julius Wilson: In a disadvantaged urban “underclass,”
there are not enough jobs to allow men and women to support a
family.
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African American Families:
A Closer Look
African American families face more challenges than white
families
low income, racial prejudice, and discrimination
Strengths of African American families
Strong kinship bonds
Religious traditions
Multi-generation households
importance of grandmothers
Networks of mutual assistance
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Conflict between Work
and Family Life
Both parents work for income in 52% of U.S. families.
“Double shift:” women work for pay and do housework
Information Revolution: more people working from home,
bringing workplace activities and concerns into the home

Rights Reserved
Child Care
Most married mothers are working mothers:
54% of those with infants
60% of those with preschoolers
70% of those with school-age children
Figures are higher for single mothers
Child care options depend on income
4.5 million “latchkey children”
U.S. government support for child care is the income tax
deduction
To Child Care Chart
Rights Reserved
Divorce
Today’s divorce rate is four times what it was a century ago.
Figure 12-2 U.S. Divorce Rate, 1890 -- 2011
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National Map 12-1 Divorce across the United States
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No-Fault Divorce
In all states by 1985

Based on irreconcilable differences
Made divorces easier to obtain; reduced the cases of alimony
Affects family income if woman has fewer workplace skills
Supporters: Treats men and women as equals
Critics: Bring back alimony to help support the ex-partner
(typically, the woman) who stayed at home
Rights Reserved
Too Much Divorce?
In global perspective, U.S. has the highest divorce rate in the
world
More than four times higher than “low-divorce” nations such as
Italy and Ireland
Figure 12-3 Divorce in Selected Countries
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Too Much Divorce?
Conservatives are more critical of the high rate of divorce than
liberals.
Divorce suggests a “me first” attitude
Liberals see divorce as a way out of unhappy or abusive
marriages
Public is divided:
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Is divorce too hard to get?

Sales
Too hard Too easy OK as is No opinion
0.33000000000000007 0.38000000000000006 0.22
7.0000000000000021E-2
Child Support
A cause of high poverty rates among children
$14 billion in child support is not paid
Courts award support to 49% of children
Of these, 57% receive only partial payment or no payment
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Child Support
In comparing only non-custodial parents, women are less likely
to make support
Function of women earning less than men
1998: Deadbeat Parents Punishment Act
Felony to refuse to provide support payments to a child living in
another state
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Remarriage: Problems of
Blended Families
3 out of 4 people who divorce remarry, most within four years
More than 1/3 of all marriages are remarriages for at least one
partner

Blended families: Families in which children live with some
combination of biological parents and stepparents
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Remarriage: Problems of
Blended Families
Blended family problems
Children learn a new social environment
Parent and sibling relationships
Managing relationship with ex-spouse
Stepparent families have high rate of physical and sexual abuse
Greater likelihood for divorce than for couples in first
marriages
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Gay and Lesbian Families
2004: Massachusetts is first state to allow gay
marriage
By 2015: 29 other states, plus D.C.
2013 Census data:
640,000 same-sex couples, 190,000 of which are married
couples
1 in 4 couples are parents raising children
Same-sex marriage extends legal rights
hospital visitation, health insurance, child custody
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Global Map 12-1 Legal Same-Sex Marriage and
Registered Partnerships in Global Perspective
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Same-Sex Parenting
More than 1/3 of people who identify as LGBT have had a child
at some point.
6 million U.S. children have an LGBT parent
Public opinion divided on gays raising children
Research shows little difference in parenting effectiveness
Problems due more to stigma than from family form itself
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Brave New Families:
High-Tech Reproduction
In vitro fertilization: uniting egg and sperm in a laboratory
Expensive; only 176,000 couples a year
Ethical and moral questions related to selection of physical and
perhaps mental traits
Surrogate motherhood: One woman carries and bears a child for
another
Legal questions over child support
Cultural Lag: scientific discoveries advance more quickly than
our ideas about the acceptable ways to use them

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Structural-Functional Analysis: Family as Foundation
Family is the most important social unit in society (Murdock,
1949)
Regulate reproduction
Secure setting for socialization
Units of economic cooperation
Provide emotional support to its members
The foundation of a healthy society
Criticism: Overlooks family conflict and violence; families
contribute to social inequality
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Symbolic-Interaction Analysis: Family and Learning
Family is based on and evolves out of the ongoing interaction
among its members
Family plays a role in how we think about ourselves and society
Family life and experience varies from one group and individual
to the next
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Social-Conflict Analysis:
Family and Social Class
Family is structured to benefit some and disadvantage others
Perpetuates capitalism and class inequality:
Engels: As the rich pass their money across generations (and

other families transmit poverty), a society’s class system is
reproduced in each new generation.
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Feminist Analysis:
Family and Gender
Family is linked to societal domination of women by men
Men have power when they are heads of households
Household wealth = men’s wealth
Engels: The family turns women into the sexual and economic
property of men.
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Conservatives: Traditional
“Family Values”
The family as the core of a society
Instills basic values
Source of problems stem
from a break with traditional families
Rising divorce and cohabitation
Children are the ones who lose
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Liberals: Many Types of Families
Support wide range of family forms

Poverty and domestic violence are the biggest problems
Increase support to families
Child care
Higher minimum wage
Pay women as much as men
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The Radical Left: Replace the Family
Family perpetuates social inequality
Creates and maintains class stratification
Perpetuates gender stratification
Pushes same-sex couples to margins of society.
Society should
make child care a collective enterprise.
redefine marriage as equal partnership.
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1. Trade Joe’s overview
a. Why Trader Joe’s stands out
i. Emphasis on cultural awareness and grassroots marketing
i. Designed to be modular, high end farmers market in the
middle of the city
i. Personalized signage and newsletter per store and customer
base
i. Create focus on the personality of Trader Joe’s and bring the
same spirit to china
i. Use local farmers and producers
i. “Two Buck Chuck”

i. China market overview
1. Food/Beverage market overview
Chinese revenue on food in 2016 totals to $10893. The annual
growth rate of revenue is predicted to be at (CAGR 2016-2021)
of 22.7%which turns to a market volume of about $30302 in
2021. The level of user penetration stands at 12.2% but is
predicted to be at 21.2% by 2021. The average revenue for each
user is stated to be at $79.16. A global comparison indicates
revenue generation in china as to be $10893 in 2016.
b. Economy
China is rated second after the United States among the largest
traders with EU. The trade volume is at $570 billion in 2015.
The greatest challenge is the anti-dumping policy that is
enforced by the European countries. This calls for consideration
of Chinese economic diplomacy as well as a positive a positive
trade relation. United Kingdom for instance, has a considerably
large trade deficit with china and considers direct foreign
investment in china rather than trade and supports trade
liberalization. France and Italy have a trade deficit vis-à-vis
china of 10 billion Euros and 18 billion Euros respectively
which makes them a strong opposition of letting china have
MES.
China relies on world trade organization protocol in pursuing
the MES. China has pursued the goal through lobbying and not
negotiation. Other European countries have the fear of china’s
retaliation on a failure to obtain MES. Further, China may
consider closing part of its domestic markets to foreign
competitors. There may be a selective pressure specific to
industries by china engages with the international community
through economic diplomacy.
c. Competitors
3. Whether or not the food safety law will be able to put an end
to China’s food scandals remains to be seen, but regardless, the
increased demand for foreign food imports brought on by

domestic food scandals is expected to grow. Foreign food
imports have annually increased 15 percent in recent years, and
the amount of food imports has more than quadrupled in the last
ten years. By 2018, China is expected to become the top
importer of foreign food products, with the total value of food
imports set to reach RMB 480 billion (US$77 billion). Edible
vegetable oils, cereal and milk products account for roughly
half of all food imports.
3. Shanghai organic farm stores are growing in popularity, as
more people worry about contaminants in their food. The
Mahota is a leading organic food store in Shanghai, very
popular with the Shanghai expat community.
d. Demographics
Age structure
0-14 years: 17.1% (male 126,732,020/female 108,172,771)
65 years and over: 10.35% (male 67,914,015/female
74,205,210)
Dependency ratios
total dependency ratio: 36.6%
youth dependency ratio: 23.5%
elderly dependency ratio: 13%
potential support ratio: 7.7%
Major cities - population
Shanghai 23.741 million; BEIJING (capital) 20.384 million;
Chongqing 13.332 million; Guangdong 12.458 million; Tianjin
11.21 million; Shenzhen 10.749 million (2015)
1. The largest group of population in China would be people
aged from 25-54, which is also the group of people considering
health food the most. So we decide to choose 25-54 years old

people as our target customer segment.
1. We choose Shanghai to be our place to expand our business
because as an international city of China, Shanghai has the
highest population of 23.741 million. It is a global financial
centre, and a transport hub with the world's busiest container
port with highest rate of adaptation to foreign cultures.
1. Explosive growth of China’s emerging middle class has
brought sweeping economic change and social transformation—
and it’s not over yet. By 2022, our research suggests, more than
75 percent of China’s urban consumers will earn 60,000 to
229,000 renminbi ($9,000 to $34,000) a year.
1. The evolution of the middle class means that sophisticated
and seasoned shoppers—those able and willing to pay a
premium for quality and to consider discretionary goods and not
just basic necessities—will soon emerge as the dominant force.
To make it easier to understand, we now call consumers with
household incomes in the 106,000 to 229,000 RMB range upper
middle class. In 2012, this segment, accounting for just 14
percent of urban households, was dwarfed by the mass middle
class, with household incomes from 60,000 to 106,000 RMB. By
2022, we estimate, the upper middle class will account for 54
percent of urban households and 56 percent of urban private
consumption. The mass middle will dwindle to 22 percent of
urban households
1. Chinese Culture
1. Hofstede Model
i.
i. Power Distance
2. At 80 China sits higher, it believes inequalities amongst
people are acceptable. There is no defense against power abuse
by superiors, and people are influenced by formal authority.
They should not have aspirations beyond their rank.
i. Individualism
3. At 20, China is highly collectivist culture where people act in
the interest of the group and not themselves. In-group
considerations affect hiring and promotions with closer in-

groups. Employee commitment to organization is low, but
relationships with colleagues are cooperative. Personal
relationships prevail over task and company
i. Masculinity
4. China is masculine, success oriented and driven. The need for
success is exemplified by fact many Chinese will sacrifice
family and leisure priorities to work. Migrated farmer workers
will leave their families behind in faraway places in order to
obtain better work and pay. Chinese students care very much
about their exam scores and ranking.
i. Uncertainty Avoidance
5. China is low on uncertainty avoidance. Adherence to laws
and rules may be flexible to suit the actual situation and
pragmatism is a fact of life. China is comfortable with
ambiguity, as seen in the language.
i. Long Term Orientation
6. How every society has to maintain some links with its own
past while dealing with the challenges of the future. China is a
very pragmatic culture. People believe that truth depends very
much on situation, context, and time. They adapt traditions
easily to changed conditions, a strong propensity to save and
invest, thriftiness, and perseverance in achieving results.
i. Indulgence
7. The extent to which people try to control their desires and
impulses. China is a restrained a society with its low score.
These societies have a tendency to cynicism and pessimism.
They do not put much emphasis on leisure time and control their
desires. Indulging themselves is somewhat wrong.
7. China’s restrained society mixed with its high masculinity
may lead to potential issues when introducing Trader Joe’s.
i. Other Cultural Dimensions?
8. Attitude towards food
1. The reasons why Brazilian and Chinese consumers buy
organic food are strikingly similar to what is found in Europe
and North America. Consumers’ attitude toward buying organic
food is strongly linked to beliefs about its healthiness, taste and

environmental friendliness. Also, consumer attitudes toward
buying organic food are positively related to what Schwartz’s
“Universalism” values in all studied cultures
1. John Thøgersen , Marcia Dutra de Barcellos , Marcelo
Gattermann Perin , Yanfeng Zhou , "Consumer buying motives
and attitudes towards organic food in two emerging markets:
China and Brazil", International Marketing Review, (2015) Vol.
32 Iss: 3/4, pp.389 - 413
i. A total of 47.9% of students reported the consumption of
colored vegetables such as spinach and carrots, and 32.5% of
subjects reported eating fruit daily
2. Gale and Huang attribute the rapid growth in supermarkets,
convenience stores and restaurants to the desire for
convenience, in addition to the growing preference for quality
over quantity.
2. The increasing usage of refrigerators and microwave ovens,
along with the increasing popularity of international food
brands such as Kraft and Nestlé, indicates the potential for a
growing acceptance of convenience and ready-to-eat foods.
2. In its Global Consumer Trends 2009: Sensory report,
Datamonitor found that Chinese consumers were highly
influenced by habit or their preferred brand when shopping for
food or beverage products
2. Today, Chinese consumers continue to place great importance
on the freshness and quality of ingredients, which are often
purchased in close proximity to one‘s residence from a variety
of farmers‘ markets, wet markets, street vendors, and grocery
stores. Most cooking is still done with fresh food purchased on
the same day it is to be consumed
2. The attraction of hypermarkets can be attributed to low
prices, convenient one-stop shopping, accessible locations, and
the integration of other retail facilities such as restaurants,
cinemas and coffee houses, which turn a shopping trip into a
day‘s excursion. According to TNS China, China‘s middle class
consumers visit hypermarkets once every 10 days, on average.
As of mid-2007, hypermarkets accounted for more than 45%

value share of the grocery sector in Shanghai,
Trader Joe’s In China
1. Market Entry Strategy
2. Product decisions -- features, positioning, brand and your
obtainable market share. Cite sources of estimates given, and
clearly state any assumptions that may have been made.
3. Pricing decisions -- strategies employed, etc. You will not
have detailed cost information, so you do not need to go down
to the level of a specific price. Remember, this is a preliminary
plan.
4. Distribution decisions -- intensity of distribution, use of
multiple channels, types of wholesalers and retailers, and
others.
5. Promotion decisions -- message, media, mix of promotion
types, and others.
Projects will be graded on the depth of analysis in reaching the
decision presented.

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Chapter 12Family LifeCopyright © 2015, 2013, 2012 .docx