The document discusses the role of family in consumer decision making. It notes that the family is influential in both consumption and purchase decisions, and that marketing strategies should consider the family unit. It then describes how consumer behavior patterns change over the family lifecycle as individuals age and have children. Various family lifecycle stages are outlined. The document also discusses different family member roles in purchase decisions, and how those roles may change depending on factors like gender. It provides an example of how targeting women can influence male product purchases. Finally, it examines the significant influence children have on household consumer behavior and spending decisions.

1. Role of Family in consumer
decision making
Vijay B
100

2. Why is it Important ?
 Influential in consumption decisions
 Influential in purchase decisions
 Make several joint purchase decisions
 Prime target market for goods and services
 It helps to devise our marketing strategies

3. Family Lifecycle (FLC)
• The family life cycle concept attempts to explain consumer behaviour
patterns of individuals as they age, marry, have children and retire
Changes Over Life-Cycle
 financial situation
 Product categories
considered
 interests
 primary decision maker
 Free time
Family Life-cycle
 bachelor
 newly married, no kids
 young couple, kids < 6
 young couple, kids >6
 old couple
 working
 retired
 widow - working, not working

4. Role Behavior
Individual roles in family purchases
• Initiator: initiator of family thinking about buying products and gathering
information to aid decisions
• Influencer: individual whose opinions are sought concerning criteria and
which products or brands most likely to fit those criteria
• Decider: person with the financial authority or power to choose how the
family’s money will be spent on which products and brands
• Buyer: person who acts as the purchasing agent by visiting the store,
calling suppliers, writing checks, bringing products into the home and so on
• User: person or persons who use the product

5. Buying a car!!

6. Identifying different purchaser-
consumer relationships
• Who’s buying for whom?
• Who are the principal characters?
• What’s the plot for the purchase?
• What can we assume?

7. Changing Roles of Women
Marketing to Women
• Appealing to the “mother” category
• Different segments exist and they look at advertising, the
Internet, products, time, and brands differently
• Depending on career orientation, responsibilities in and out of
the home, time pressures, messages, and ads need to be
adapted
• Retailers can appeal to women with special services or
extended hours

8. Example!!
Nivea For Men targeted women in a campaign to persuade
them of the benefits of buying male grooming products for their
partners.
The company organized a six-month campaign targeting over
42,000 women with the purpose of educating them about their
partners' skincare habits and handing out samples.
Results?
55% purchased at least one Nivea For Men product, and 20%
purchased two or more products. 58% of men recommended the
product to their friends and family.

9. Changing Masculine Roles
• Roles of men in families are changing substantially as well
• Men are more involved in family functions and household
activities
• Men may buy items traditionally purchased by women
(groceries)
• Many men are achieving gender role transcendence and use
products previously seen as “feminine”

10. Children and Household Consumer
Behavior

11. Children and Household
Consumer Behavior
• Children change dramatically how the family functions, in terms of
relationships, employment, and purchases
• Children reduce parents’ participation in the labor force, change how
families spend their money and reduce the amount of time and
money available for leisure
• Children influence about $1.88 trillion of purchases globally each
year
• Children exert direct influence over parental spending when they
request specific products and brands
• They exert indirect influence when parents buy products and brands
that they know children prefer without being asked or told to make a
specific purchase

12. Advertising and children
• Children’s TV watching Behavior :
• Children ages 2-11 watch an average of
22 hours of TV per week and see 30,000 commercials per year
• 80% of all advertising targeted to children falls in four product
categories: Toys, cereal, candy & fast food restaurants

13. Changing trends in youth

14. Recent trends
Online shopping :
 Shop 14/7
 Comfort of own home
 A lot of strokes within a click away
 Comparison made easier
 Discounts
 Payments made Easier

15. Other Trends
• Celebrity influence

16. Other Trends
• Quality oriented outlet

17. Other Trends
• Eco friendly products

18. THANK YOU