Consumer behavior family structure and stages
This presentation is on how family structure has been changed in last many years and how marketeers target it i.e. earlier joint family culture was there but now nuclear family culture is existing. A dinning table which used to be with 8 chair, now have only 4 chairs. From villa to apartments. Then stages. Demand changes wit respect to change in age. A 7 year old boy wants a good leather bat but when he attain age of 21, his demand changes, now he want to look professional or say showoff and now wants to have good laptop, mobile etc but when he attains age of 28, his demand again changes. In this ppt we have shown example of a young girl who want to carry fragrance like a queen i..e in teen age , study says the teenagers try to attract people, they want to get attention of all and for this they try to do everything which can make them the center of attraction for all. In teen age we act like as it happens in fairy tales. Now second example is of veet which say that when you grow up, you start taking much care of yours, you come out of fairy tales life and you actually start doing what you actually desire. Same way example of Gillette, and Axe.
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Consumer behavior family structure and stages
- 1. FAMILY STRUCTURE AND STAGES By- -Saurabh Shukla -Hafsa Taj -Tulika Chopra- -Richa -Sweta Singh -Akshat Jain -Ankit Kanaujiya
- 2. IMPORTANCE OF FAMILY INFLUENCE ON CONSUMER BEHAVIORS Family- Not Just a type of small group but one that is often predominant in its influence over consumer behavior. Primary Group Reference Group
- 3. CLUB MED
- 4. FAMILY LIFE CYCLE Concept of families or household life cycle has proven very valuable for the marketer, especially for segmentation activities. Traditional life-cycle stages- The bachelor stage-young, single people Newly married couple-no children Solitary Survivor I-Old Single People in labor force Full Nest I- young married couple with youngest child under 6 Solitary Survivor- Old Retired Single People Full Nest III- old married couple with dependent children Empty Nest- OMC with no children and household head is in labor force Full Nest I- young married couple with youngest child above 6 Empty Nest- OMC with no children and household head retired
- 5. SANDALS- WEDDING BY COLOR
- 7. CHANGING FAMILY STRUCTURE From joint family to nuclear family. Family of four to five to family of one. DINK system. Live-in relationship. Ole People are living separate now.
- 8. Puravankara-Apartment for old age people
- 9. M0DERNIZED FAMILY LIFE CYCLE
- 10. FAMILY PURCHASING DECISION Role Structure Power Structure Stages In decision making process Family Specific Characteristics Instrumental and expressive role Purchase Influence Pattern Family specific characteristics Changing female roles Purchase Process Role Alternative Family Decision making structure Marketing Implications of family purchasing decisions Changing male roles Role Load Strategies to resolve conflict Changing role and family purchase decision
- 12. STAGE
- 13. HOW MARKETERS DEAL WITH IT?
- 14. DO THEY HAVE DIFFERENT MARKETS FOR THEM?
Editor's Notes
- Read the case here- file:///C:/Users/asd/Desktop/Consumer%20Behavior%20%20Concepts%20And%20Applications%20-%20Loudon%20-%20Google%20Books.htm
- Puravankara- Today old people are living separate…so marketers found it as an opportunity and now Purvankara has come up with concept of making apartments for old-retired people. Omaxe- Earlier, it was joint family system, now it is nuclear family system. People are living with their own kids,…many big apartments like Omaxe, Ansals are coming with concept of apartments for nuclear familes.
- The 12 Stages of Life- Prebirth: Potential, Birth: Hope, Infancy (Ages 0-3): Vitality , Early Childhood (Ages 3-6): Playfulness, Middle Childhood (Ages 6-8): Imagination , Late Childhood (Ages 9-11): Ingenuity, Adolescence (Ages 12-20): Passion , Early Adulthood (Ages 20-35): Enterprise, Midlife (Ages 35-50): Contemplation , Mature Adulthood (Ages 50-80): Benevolence, Late Adulthood (Age 80+): Wisdom, Death & Dying: Life
- How marketers targets our life stages. For children, they are bringing new world class education market. For a teen girl, perfume matching with the beauty and for a women, to look glowing and gorgeous, product like veet.
- Axe not only remained to be a matching personality for men but also for young boys and brought addiction perfume for boys. Gillette targets students, office people and hard men who look toughest.