臺大消費者行為cb-12-family課件

1、2002/05/22Ch 121Family and Household Influences2002/05/22Ch 122OverviewFamily and HouseholdFamily Life CyclesHousehold Decision RolesChildren and Household Consumer Behavior2002/05/22Ch 123The Importance of Families and Households on Consumer Behavior Many products are purchased by a family unitIndi

2、viduals buying decisions may be heavily influenced by other family members2002/05/22Ch 124What is FamilyFamily: a group of two or more persons related by blood, marriage, or adoption who reside togetherNuclear family: mother, father, and child(ren) living together Extended family: nuclear family + r

3、elativesFamily of orientation: ones birth familyFamily of Procreation: family established by marriage2002/05/22Ch 125What is HouseholdHousehold: all persons, both related and unrelated, who occupy a housing unitNonfamily households include:people living alonePOSSLQs (Persons of Opposite Sex Sharing

4、Living Quarters)Friends living togetherSame sex couples2002/05/22Ch 126Family Life CycleFamily life cycle (FLC) : the process of families passing through a series of stages over timeFLC is an important predictor of family or household spending2002/05/22Ch 127Young SinglesNewly Married CouplesFull Ne

5、st I, II, IIIMarried, No KidsOlder SinglesEmpty Nest I, IISolitary SurvivorRetired Solitary SurvivorLife StageActivities and Behaviors2002/05/22Ch 128Some Common TransitionsMARRIEDCOUPLE; NOCHILDRENMARRIEDCOUPLE; CHILDRENMARRIED COUPLE; CHILDRENLEFTSINGLE PARENT;MINORCHILDRENECONSTITUTEDFAMILIES;POS

6、SIBLE NEWCHILDREN OR ONESFROM PRIOR MARRIAGESINGLE ;ALONE OR WITH ROOMMATES2002/05/22Ch 129Household Decision RolesDECIDERBUYERUSERINFLUENCERINITIATOR/GATEKEEPERSWISS!2002/05/22Ch 1210The Family Marketing ModelOne Some All Consumer Member Members MembersOne Member Some MembersAll MembersA Purchase D

7、ecision Maker451672389Source: Robert Boutilier, “Putting the Familys Strings,” American Demographics (April 1993), 46. 2002/05/22Ch 1211Role Behavior Spousal roles in family purchasesAutonomic: an equal number of decisions is made by each spouse, but each decision is individually made by one spouse

8、or the otherHusband dominant: the husband or male household-head makes a majority of the decisionsWife dominant: the wife or female household-head makes most decisionsJoint: most decisions made by both2002/05/22Ch 1212Children and Household Consumer BehaviorChildren are spending more money Children have more influence on purchase decision for products for their own useChildren have direct influence on specific products and brandsChildren have indirect influence on their parents purchasesChildren are making family purchases2002/05/22Ch 1213Household Type Determ