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Ch. 6: Family Decision Making

Structure of family unit. Family purchases and consumption behavior. Marketing strategy. Stage of the family life cycle. Family decision process. Ch. 6: Family Decision Making. Family Structure. Nuclear family Extended family Single family. A Modern Family Life Cycle.

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Ch. 6: Family Decision Making

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  1. Structure of family unit Family purchases and consumption behavior Marketing strategy Stage of the family life cycle Family decision process Ch. 6: Family Decision Making

  2. Family Structure • Nuclear family • Extended family • Single family

  3. A Modern Family Life Cycle Middle-aged divorced without children Young divorced without children Middle-aged married without children Middle- aged married with children Middle-aged married without dependent children Young married without children Young married with children Older married Older unmarried Young single Middle-aged divorced without dependent children Young divorced with children Middle-aged divorced with children Usual flow Recycle flow Traditional family flow

  4. Stages of the Family Life Cycle Stage Marital Status Children at Home Single Married None < 6 years > 6 years Younger(<35) Single I Young married Full nest I Single parent I Middle-aged (35-64) Single II Delayed full nest I Full nest II Single parent II Empty nest I Older (>64) Empty nest II Single III

  5. Roles in Family Decision Making Decision Making Roles Description of Roles Influencers Gatekeepers Deciders Buyers Users Disposers

  6. Family Decision-Making Process for Children’s Products Influencers (children) (parents) Communications targeted at children (taste, image) Decisionmakers(parents,children) Initiators(parents, (children) Purchasers (parents) (children) User (children) Communications targeted at parents (nutrition) Information gatherers (parents) (children)

  7. Consumer Socialization AntecedentsSocialization ProcessOutcomes Social Structural Variables • Agent-Learner Relationships • Modeling • Reinforcement • Social Interaction • Socialization Agents • Parents • Peers • Schools • Mass media Learning Properties Age or Life Cycle Position (Moschis and Churchill 1978)

  8. Other Functions of the Family

  9. Dynamics of Husband-Wife Decision Making • Husband-Dominated • Wife-Dominated • Joint • Autonomic

  10. Family Life Cycle/Social Stratification Matrix Stage of House- hold Life Cycle Social Class Lower- Upper- Lower- Upper- Lower Lower Working Middle Upper Upper Single I Young married Full nest I Single parent I Single II Delayed full nest I Full nest II Single parent II Empty nest I Single III Empty nest II

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