With the exception of those very few people who are classified as hermits, most individuals interact with other people on daily basis, especially with members of their own families. The family commonly provides the opportunity for product exposure and trial and imparts consumption values to its members. As a major consumption group, the family is also a prime target for many product and services.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information processing.
Consumer Behavior
1. Howard Sheth Model
2. Extensive problem solving
3. Limited problem solving
4. Routinized response behavior
5. Inputs
6. Perceptual construct
7. Learning construct
8. Consumer Usual Buying Behavior
9. Dispose
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Reference Group and Family Influence on Consumer BehaviorRamishSheikh1
This presentation is based on the important topics of the Two Chapters 1.Reference Group 2. Family Influence On Consumer Behavior.
Reference Group: Groups that serve as source of comparison, influence and norms for people’s opinion’s, values and behaviors.
Word Of Mouth: Communication where satisfied customer’s tell
other people how much they like a business,
product or service.
Source Credibility:A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.
Reference Group Influence:
* Normative Influence
*Comparative Influence
Consumption Related Reference Group:
There are several Types which are as follow:
*Friendship Group
*Shopping Group
*Virtual Community
*Advocacy Group
Factors Affecting reference Group Influence:
Conformity:
To influence its members, a reference group must:
Inform members that the brand or product exists.
Provide opportunity to compare thinking with the attitudes/behavior of the group.
Influence individual to adopt attitudes and behavior that are consistent with the group’s norms.
Legitimize the member’s decision to use the same products as other members.
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information processing.
Consumer Behavior
1. Howard Sheth Model
2. Extensive problem solving
3. Limited problem solving
4. Routinized response behavior
5. Inputs
6. Perceptual construct
7. Learning construct
8. Consumer Usual Buying Behavior
9. Dispose
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Reference Group and Family Influence on Consumer BehaviorRamishSheikh1
This presentation is based on the important topics of the Two Chapters 1.Reference Group 2. Family Influence On Consumer Behavior.
Reference Group: Groups that serve as source of comparison, influence and norms for people’s opinion’s, values and behaviors.
Word Of Mouth: Communication where satisfied customer’s tell
other people how much they like a business,
product or service.
Source Credibility:A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.
Reference Group Influence:
* Normative Influence
*Comparative Influence
Consumption Related Reference Group:
There are several Types which are as follow:
*Friendship Group
*Shopping Group
*Virtual Community
*Advocacy Group
Factors Affecting reference Group Influence:
Conformity:
To influence its members, a reference group must:
Inform members that the brand or product exists.
Provide opportunity to compare thinking with the attitudes/behavior of the group.
Influence individual to adopt attitudes and behavior that are consistent with the group’s norms.
Legitimize the member’s decision to use the same products as other members.
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
Strategies that strongly position the company against competitor and give the company strongest possible strategic advantage.
Competitive Strategies helps in:
Building profitable customer relationships
Gaining competitive advantage
Analyzing their competitors
2.8 Roundtable Discussion: Improving Economic Stability Through Employment and Education
Speaker: Mark Putnam
This roundtable discussion will explore strategies to improve the long-term economic well-being of homeless families and youth. Attendees are invited to share the strategies they use to help families and youth transition out of poverty. Strategies to facilitate families’ and youth’s access to education, workforce development, and asset development opportunities will be discussed.
A detailed description about Culture, its characteristics, elements with proper example. it's gonna help you in your global marketing and business environment. understanding the culture
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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2.0 2
3.0 2 – 10
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3.2 3
3.3 3 – 5
3.4 5 – 6
3.5 7 – 8
3.6 8 – 10
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1.0 INTRODUCTION
With the exception of those very few people who are classified as hermits, most
individuals interact with other people on daily basis, especially with members of their own
families. The family commonly provides the opportunity for product exposure and trial and
imparts consumption values to its members. As a major consumption group, the family is also a
prime target for many product and services.
2.0 OBJECTIVES
After studying, we will be able to:
• Define family and a household
• Describe traditional and modern family life cycle
• State variables affecting family purchase decision
• Describe the importance of family influences on consumer behavior
3.0 MAIN CONTENT
3.1 Family and Household Defined
A family is a group of two or more persons related by blood, marriage, or adoption who reside
together. There are two main types of family nuclear and extended family. The nuclear family is
the immediate group of father, mother, and children living together. The extended family includes
the nuclear family, plus other relatives, such as grandparents, uncles and aunts, cousins, and
in-laws. The family into which one is born is called the family of orientation, whereas the one
established by marriage is the family of procreation.
Household is another term frequently used by marketers when describing consumer behavior.
Household differs from family in that household describes all the persons, both related and
unrelated, who occupy a housing unit.
4. 3 | P a g e
3.2 Variables Affecting Family Purchase
Families have higher median incomes than do households because of the greater number of
employed individuals in families. For both families and households, the four structural variables
that impact purchasing decisions most and that are therefore of primary interest to marketers are
the age of head of household or family, marital status, presence of children, and employment status.
However, the way families make decision can be better understood by considering sociological
dimensions such as cohesion, adaptability, and communication.
I. Cohesion: Cohesion is the emotional bonding that family members have toward one
another. It is a measure of how close to each other family members feel on an emotional
level.
II. Family adaptability: Family adaptability is the ability of a marital or family system
to change its power structure, role relationships, and relationship rules in response
to situational and developmental stress. Family adaptability is measure of how well
a family can meet the challenges presented by changing needs.
III. Communication: Communication is a facilitating dimension, critical to movement on
the other two dimensions. Positive communication skills (such as empathy, reflective
listening, and supportive comments) enable families to share with each other their changing
needs and preferences as they relate to cohesion and adaptability.
3.3 Traditional Family Life Cycle
Traditional family lifecycles involves nine stages of Single, Newly Married Couples, Full
Nest I, Full Nest II, Full Nest III, Empty Nest I, Empty Nest II, The Solitary Survivor, and The
Retired Solitary survivor.
I. Single Stage: Although earnings are relatively low, they are subject to few rigid
demands, so consumers in this stage typically have substantial discretionary income.
Part of this income is used to purchase a car and basic equipment and furnishings for their
first residence away from home usually an apartment. They tend to be more fashion
5. 4 | P a g e
and recreation oriented, spending a substantial proportion of their income on clothing,
beverages, food away from home, vacations, leisure time pursuits, and other products and
services involved in the mating gave.
II. Newly Married Couples: Newly married couples without children are usually better
off financially than they have been in the past and will be in the near future because the
wife is usually employed. Families at this stage also spend a substantial amount of their
income on cars, clothing, vacations, and their leisure time activities. They also have the
highest purchase rate and highest average purchase of durable goods, particularly furniture
and appliances, and other expensive items, and appear to be more susceptible to advertising
in this stage.
III. Full Nest I: With the arrival of the first child, some wives stop working outside the
home, and consequently family income declines. Simultaneously, the young child creates
new problems that change the way the family spends its income. The couple is likely to
move into their first home, purchase furniture and furnishings for the child, buy a washer,
dryer, and home maintenance items, and purchase such products as baby food, chest rubs,
cough medicine, vitamins, toys, wagons, sleds, and skates. These requirements reduce
family savings and the husbands and wives are often dissatisfied with their financial
position.
IV. Full Nest II: At this stage the youngest child is six or over, the husband’s income has
improved, and the wife often returns to work outside the home. Consequently, the
family’s financial position usually improves. Consumption patterns continue to be heavily
influenced by the children as the family ends to buy food and cleaning supplies in
larger sized packages, bicycles, pianos, and educational lessons.
V. Full Nest III: As the family grows older, its financial position usually continues
to improve because the husband’s income rises, the wife returns to work or enjoys a higher
salary, and the children earn money from occasional employment. The family typically
replaces several pieces of furniture, purchases another automobile, buys several luxury
appliances, and spends a considerable amount of money on health services and education
for the children.
6. 5 | P a g e
VI. Empty Nest I: At this stage the family is most satisfied with their financial position and
the amount of money saved because income has continued to increase, and the children
have left home and are no longer financially dependent on their parents. The couple often
makes home improvements, buy luxury items, and spend a greater proportion of their
income on vacations, travel, and recreation. This is mostly apply to Western World than
Africans.
VII. Empty Nest II: By this time the household head has retired and so the couple usually
suffers a noticeable reduction in income. Expenditures become more health oriented,
centering on such items as medical appliances, medical care products that aid health, sleep,
and digestion, and perhaps a smaller home, apartment, or condominium in a more agreeable
climate.
VIII. The Solitary Survivor: If still in the labor force, solitary survivors still enjoy good
income. They may sell their home and usually spend more money on vacations,
recreation, and the types of health-oriented products and services mentioned above.
IX. The Retired Solitary Survivor: The retired solitary survivor follows the same
general consumption pattern except on a lower scale because of the reduction in income.
In addition, these individuals have special needs for attention, affection, and security.
3.4 Modern Family Life Cycle
During recent years, many changes in the family have occurred, particularly in smaller family
size, postponement of marriage, and rising divorce rates. Thus, another conception of the family
life cycle, which includes such stages as divorced, single parents and middle-aged married without
children, has been offered. This modernized version is described as consisting of the following
groups.
I. Bachelor I: head is 18-34, single (never married, divorced, separated, widowed), no
dependent children.
II. Young Couple: female head is 18-34, couple (marriage or unmarried), and no children.
7. 6 | P a g e
III. Full Nest I: female head is 18-34, couple (married or unmarried), youngest child under
6.
IV. Full Nest II: female head is 18-34, couple (married or unmarried), youngest child 6 or
over.
V. Single Parent I: head is 18-34, single (never married, divorced, separated, widowed),
youngest child 6 or over.
VI. Single Parent II: head is 18-34, single (never married, divorce, separated, widowed),
youngest child 6 or over.
VII. Bachelor II: head is 35-64, single (never married, divorced, separated, widowed) no
dependent children.
VIII. Childless Couple: female head is 35-64, couple (married or unmarried), and no
dependent children.
IX. Delayed Full Nest: female head is 35-64, couple (married or unmarried), youngest
child under 6.
X. Full Nest III: female head is 35-64, couple (married or unmarried), youngest child 6 or
over.
XI. Single Parent III: head is 35-64, youngest child 6 or over.
XII. Bachelor III: head is 65 or older, single (never married, divorced, separated, widowed),
not dependent children.
XIII. Older Couple (Empty Nest): female head is 65 or older, couple (married or
unmarried), no dependent children. The modernized family life cycle is based on age (of
the female in the household, if appropriate), which is traced through the groups of young,
middle aged, and elderly. These various ages are affected by two types of critical events:
(1) marriage and separation (by divorce or death), and (2) arrival of the first child and
departure of the last child. Thus, the modernized family life cycle accounts for four
household types over three age groups through a person’s lifetime.
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3.5 Nature of Family Decision Making and Purchase Roles
Family decision making is the process by which decisions that directly or indirectly involve two
or more family members are made. Decision making by a group such as a family differs in many
ways from decisions made by an individual.
Family purchases are often compared to organizational buying decision. While this can produce
useful insights, it fails to capture the essence of family decision making. Organizations have
relatively objective criteria such as profit maximization that guide purchases. Families lack such
explicit, overarching goals.
Most importantly, many family purchases are inherently emotional and affect the relationships
between the family members. The process families use to make purchase decisions and the
outcomes of those process have important impacts on the well-being of the individual family
members and the family itself. Thus, while family decision making has some things in common
with organizational decision making, it is not the same.
Family Purchase Roles
There are six roles that frequently occur in family decision making. It is important to note that
individuals will play various roles for different decisions:
• Initiator(s): The family member who first recognizes a need or starts the purchase
process.
• Information gatherer(s): The individual who has expertise and interest in particular
purchase. Different individuals may seek information at different times or on different
aspects of the purchase.
• Influencer(s): The person who influences the alternatives evaluated, the criteria
considered, and the final choice.
• Decision maker(s): The individual who makes the final decision. Of course, joint
decisions also are likely to occur.
• Purchaser(s): The family member who actually purchases the product. This is typically
an adult or teenager.
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• User(s): The user of the product. For many products there are multiple users.
3.6 Role of Family in Decision-making
Formulating an effective marketing strategy for most consumer products requires a thorough
understanding of the family decision-making process in the selected target markets with respect to
that product.
The family decision-making process often varies across market segments such as stages in the
family life cycle or social class. Therefore, it is essential that marketers analyze family decision
making within each of the defined target markets. Within each target market, there is the need to:
Discover which family members are involved at each stage of the decision process.
Determine what their motivations and interests are.
Develop a marketing strategy that will meet the needs of each participant.
Members of a family assume different roles and influence the decision-making. These roles can
be instrumental (e.g. functional, economic roles) or expressive (e.g. aesthetics and emotional
needs). Research studies have found eight distinct roles in the family decision-.making process.
Initiators or gatekeepers: Initiators in a family first think of buying certain products
and start gathering information to aid the decision, e.g. young adults.
Influencers: Individuals whose opinions are sought concerning criteria to use in making
the same purchase and which products or brands most likely fit those evaluative criteria,
e.g. friends or peer group members.
Deciders: Such persons hold the financial authority or power to decide the amount of
money that may be spent on buying those products or brands, e.g. parents.
Buyers: The persons who perform the task of visiting the retail store , calling on
suppliers, making payments, and bringing the products home, e.g. housewives, servants.
Preparers: Family members who transform the product into a form suitable for
consumption by other family members, e.g. mothers or elder children.
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Users: The persons who consume the product or service, e.g. the whole family or the
children.
Maintainers: Family members who service or repair the product so that it will provide
continued satisfaction, e.g. mothers or other family members.
Disposers: Family members who initiate the process or carry out the task of disposal or
discontinuation of a particular product or service, e.g. parents or adults.
For purchase decision of a regular family consumption item (e.g. shampoo, juice), some of these
basic roles may not be required. For example, a housewife may be out for shopping in a super
market and picks up an orange juice from the shelf. Her selection does not directly involve any
influence of other family members. She is the decider, the buyer and the gatekeeper. Similarly, an
adult member may be the buyer of many products when such products may be consumed by a
single family member (e.g. a deodorant or a razor), used by two or more family members (e.g.
orange juice, shampoo); or consumed indirectly by the entire family (e.g. air-conditioner,
refrigerator, paints).
Suppose we want to purchase a DVD player, laptop, music system or such durable products
for our home. Then what kind of roles (i.e. influencers, gatekeepers, deciders, etc.) will we expect
to prevail in a specific buying? Let us take some examples to see how the purchase decision for
products is done in a family:
Example: Durable, electronic goods: Electronic products such as DVD players and laptops are
mainly used by the Generation X type members in a family. So they often act as the gatekeepers
and influencers for such purchase decision. For instance, a family typically purchases a computer
for a teenager or a school going child and then generally seeks peer group’s opinions on its
desirable features. Typically, one of the parents would be the decider. Similarly, gadgets like i-
pods and music systems meant for the young members in a family are purchased on the basis of
opinions of peer groups and friends who are usually aware of the latest features and qualities
offered by various brands.
Example: Family consumption: Purchase of products that are used by the entire family are
generally decided according to the nature of the product. For instance, decisions regarding FMCG
(toiletries, snacks, etc.) are taken generally by wife/mother. Decisions regarding choice of eating-
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out places are taken keeping in mind, the preferences of children and decision about household
appliances like refrigerators, microwaves are taken jointly by husband and wife, although here
wife will have more of the say, as she would generally be the one who would mostly use them.
4.0 CONCLUSION
Family and Household are important not only for their direct role in the consumption process but
also for critical role they perform in socializing children. The family household is the primary
mechanism whereby cultural and social-class values and behavior patterns are passed on to the
next generation. Purchasing and consumption patterns are among those attitudes and skills strongly
influenced by the family. For many consumers their family is their primary reference group for
many attitudes and behaviors. The family is the prime target market for most products and product
categories.
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5.0 References:
1. Schiffman, Leon G.; Kanuk, Leslie Lazar and Kumar, S. Ramesh; Wisenblit,
Joseph (in collaboration). 10th
Edition. 312 - 326. India:
Pearson. 2014.
2. Majumdar, Ramanuj. 2nd
Edition. 146 – 147; 211 – 213. India: PHI Learning Private Limited. 2011.