Family-and-Household家庭消教學(xué)講解課件

FamilyorHouseholdDecisionMakingFamilyorHouseholdDecisionM1FamiliesandHouseholdsfamiliesarerelatedbybloodormarriagehouseholdsarepeoplelivingtogether,butnotnecessarilyrelatedWhat’sthedifferencebetweenaFamilyandHousehold?FamiliesandHouseholdsfamilie2TypesofHouseholds/FamiliesTypesofHouseholds/Families3impartlifestyleandconsumptionvaluestotheirmembersinfluentialinconsumptiondecisionsmakeseveraljointpurchasedecisionsprimetargetmarketforgoodsandservicesWhyisitImportantforMarketerstoknowaboutFamiliesandHouseholds?impartlifestyleandconsumpti4LargebagsforlargerfamiliesSmallbagsofspecialtypotatoesforaffluentcoupleswithoutchildren.AndwithsmallkitchensLargebagsforlargerfamilies5WhatistheFamilyLifecycle(FLC)FamilyLife-cyclebachelornewlymarried,nokidsyoungcouple,kids<6youngcouple,kids>6oldermarriedw/dep.emptynesters,workingretiredwidower-working,notworkingChangesOverLife-CyclefinancialsituationbrandsconsideredinterestsprimarydecisionmakerWhatistheFamilyLifecycle(6Ateachstagemembershavenewandconstantneedsforgoodsandservices

I.econsumptionpatternschangeLifecycledetermineswhichproductcategoriesareboughtbutnothowmuchisspentoneachcategory

HowdowekeepcustomersthroughtheFLC?(Automobile)

Whyisitofvaluetounderstandthefamilylifecycle?Thefamilylifecycleconceptattemptstoexplainconsumerbehaviorpatternsofindividualsastheyage,marry,havechildren,retire,andtheirdiscretionaryincomevaryovertheirlifespanAteachstagemembershavenew7summertravel,shortovernighttrips,andlongovernighttripssignificantlydifferacrossthefamilylifestages

Youngsinglesthemostactionmotivated,oldermarriedstheleastmotivatedbyaction.youngmarriedswithchildrenwerehighlymotivatedtoescapeoldermarriedswerenot.Youngmarriedswithchildrenhadmostinterestinrestandrelaxation.Youngsingletravelershadthemostegomotivationwheremiddle-agedsingleswereleastmotivatedbyego.FamilyLifecycleandTravelsummertravel,shortovernight8Youngsinglesplacedmuchgreateremphasisonoutdoorexperiencesoldermarriedsdidnotregardoutdooractivitiesasimportant.Olderunmarrieds,youngmarrieds,andyoungsinglesthoughtculturalattractionswereimportant.Fortheoldermarriedandolderunmarriedsegments,weatherwasveryimportantinvacationdestinationselection.Man-madeattractionssuchasthemeparkswereimportantfordivorcedtravelerswithchildrenandyoungmarriedtravelerswithchildren.Family-and-Household(家庭消教學(xué)講解課件9

numberofpeople(childrenandadults)inthefamily,theagesofthefamilymembersNumberofemployedadultsWhataretheCriticalConsumptionfactors?numberofpeople(childrenan10Stagesofthefamilylifecycle1)BachelorStage.(Youngsinglepeoplenotlivingathome):(a)Fewfinancialburdens,(b)Fashion/opinionleaderled,(c)Recreationorientated,(d)Experimentwithpersonalfinancialmanagement(e)menandwomendifferinconsumerbehaviour-womenmorehousing-relateditemsandfurniture,menmoreonrestaurantsandcars(f)buy: basickitchenequipment,basicfurniture,cars,holidays,Stagesofthefamilylifecycl112)Newlymarriedcouples(Young,nochildren)(DINKS)(a)Betterofffinanciallythantheywillbeinthenearfuture,(b)Highlevelsofpurchaseofhomesandconsumerdurablegoods,(c)Establishpatternsofpersonalfinancialmanagementandcontrol;(D)Buy:cars,fringes,cookers,lifeassurance,durablefurniture,holidays,2)Newlymarriedcouples(Youn123)FullnestI.(Youngestchildundersix):(a)Homepurchasingatpeak,(b)Liquidassets/savinglow,(c)Dissatisfiedwithfinancialpositionandamountofmoneysaved,(d)Relianceoncreditfinance,creditcards,overdraftsetc.,(e)Childdominatedhousehold,(f)Buynecessities-washers,dryers,babyfoodandclothes,healthfoodsvitamins,toys,booksetc.;3)FullnestI.(Youngestchil134)FullnestII.

(Youngestchildsixorover):(a)Financialpositionbetter,(b)Somewivesreturntowork,(c)Childdominatedhousehold,(d)Buynecessities-foods,cleaningmaterial,clothes,bicycles,sportsgear,musiclessons,pianos,junkfoods,holidaysetc.;4)FullnestII.necessities-145)FullnestIII.(Oldermarriedcoupleswithdependentchildren.:(a)Financialpositionstillbetter,(b)Morewiveswork,(c)Schoolandexaminationdominatedhousehold,(d)Somechildrengetfirstjobs;otherinfurther/highereducation,(e)Expendituretosupportchildren'sfurther/highereducation,(f)Buy:new,moretastefulfurniture,non-necessaryappliances,boats,holidays,etc.new,moretastefulfurniture,15)EmptynestI.(Oldermarriedcouples,nochildrenlivingwiththem,headoffamilystillinlaborforce):(a)Homeownershipatpeak,(b)Moresatisfiedwithfinancialpositionandmoneysaved,(c)Interestedintravel,recreation,self-education,(d)Makefinancialgiftsandcontributions,(e)ChildrengainqualificationsandmovetoStage1.(f)Buyluxuries,homeimprovementse.g.fittedkitchensetc.;)EmptynestI.(Oldermarried167)EmptynestII.(Oldermarriedcouples,nochildrenlivingathome,headoffamilyretired):(a)Significantcutinincome,(b)Keephome,(d)Concernwithlevelofsavingsandpension,(e)Assistchildren(f)Buy:medicalappliancesormedicalcare,productswhichaidhealth,sleepanddigestion,hobbiesandpastimes,7)EmptynestII.(Oldermarri178)SolitarysurvivorI.(Inlabourforce):(a)Incomestilladequatebutlikelytosellfamilyhomeandpurchasesmalleraccommodation,(b)Worriesaboutsecurityanddependence;(c)Concernwithlevelofsavingsandpension,(d)Buy:hobbiesandpastimes,8)SolitarysurvivorI.(Inla189)SolitarysurvivorII.(Retired):(a)Significantcutinincome,(b)Additionalmedicalrequirements,(c)Specialneedforattention,affectionandsecurity,(d)MaySeekshelteredaccommodation,(e)Possibledependenceon'othersforpersonalfinancial,managementandcontrol.Buy:Prepaidfuneral9)SolitarysurvivorII.(Reti19Asarule,familieswithchildrenathomeeatdinnerat-homemorefrequentlythanotherdemographicgroups.Theyalsoconsumemorepotatoesperpersonthanthoseinfamilieswithoutchildren.affluentgroupstendtoeatfewerpotatoesthanlow-tomoderate-incomegroupswiththesamedemographics.TraditionalFamilies-oneparentworks,oneparentstayshome,childrenliveathome.themainstayoffreshpotatomarketing,butovertimeithascometorepresentlessandlessofthetotalpopulationTwoworkingparents,childrenpresentDinnerisahectictime.Parentsandchildrenarrivehomeaboutthesametime.Kidsareexcited(andhungry);parentsaretired(andhungry).Convenienceconcernsoftenoverrideotherfactorsindecidingwhat'sfordinner.Dinnertimesolutionsneedtobequickandeasy.MarketingPotatoesthroughtheFLCAsarule,familieswithchild20Singleparentfamilies-singleworkingparent,childrenpresent.Thisverybusyparentneedseasy,quickmealsolutions.Dinnerisjustanotherthingonthe"todo"listalongwithsoccerpractice,homework,etc.Whatsortofpotatoproductsshouldbemarketedtofamilieswithchildren?Singleparentfamilies-single21HouseholdswithoutchildrenHalftheU.S.populationlivesinaone-ortwo-personhousehold.Everydemographicinthisgrouphaslowerpotatoconsumptionthanhouseholdswithchildrenandrepresentsasignificant(andcurrentlymissed)opportunity.SinglesSingleshavethelowestat-homepotatoconsumption,withaffluentsinglesshowingevenlowerconsumptionthanlow-tomoderate-incomesingles.Theyeatoutoften,andrepresentasignificantportionoffryconsumptioninrestaurants.Manyinthisgroupwillbemovingintothemarriage,parenthoodsegment.Potatoproductideas:Householdswithoutchildren22Doubleincome,nokidsyoungmarriedcouplesjustestablishingtheirhouseholds.Manycanaffordtoeatoutoftenanddon'thavecookingskills.EmptyNesters,childrengrownandoutofhomeSomeinthisgrouparestillworking,someareretiredalmostallwantabreakfromtheyearsofdinnerpreparation.Theycanaffordtoeatoutortakehomeupscalemeals.Oftenhealthandfitnessconscious,thisimportantgrouphaspositiveattitudesaboutpotatoes.PotatoProductideas:MarriedandSingleactiveelderlyAsmallpercentageofthepopulationatpresent,thisdemographic,alongwithemptynesters,isexpectedtogrowdramaticallyinthenext20years.Potatoproductideas:Doubleincome,nokids23Howwouldamarriedcoupleschoiceswithregardsto:GroceriesVehiclesbeaffectediftheyhadchildren?Howwouldamarriedcouplesch24HouseholdDecisionMakingHouseholdsvaryinconsumptionhabitsdependingonstagewheretheyareinfamilylifecycleHouseholddecisionmakingisalsodifferentfromindividualdecisionmakingFamilyrolestructureorientationinfluenceshouseholddecisionmakingNatureofgoodorservicetobepurchasedandconsumedinfluenceshouseholddecisionmakingHouseholdDecisionMakingHouse25ConsensualDecisionMakingGroupAgreesontheDesiredPurchaseDifferingOnlyinTermsofHowItWillBeAchieved.TypesofPurchaseDecisionsMadebyFamiliesConsensualDecisionMakingType26AccommodativeGroupMembersHaveDifferentPreferencesandCan’tAgreeonaPurchaseThatWillSatisfyEveryoneAccommodativeGroupMembersHav27FamilyDecisionConflictConflictOccursWhenThereisNotCompleteCorrespondenceinFamilyMembers’NeedsandPreferences.SomeSpecificFactorsDeterminingtheDegreeofFamilyDecisionConflictIncludetheFollowing:InterpersonalNeedsProductInvolvementandUtilityResponsibilityPerson’sLevelofInvestmentintheGroupDegreetoWhichtheProductinQuestionWillBeUsedorWillSatisfyaNeedForProcurement,Maintenance,Payment,etc.PowerOneFamilyMember’sInfluenceOvertheOthersinMakingDecisionsFamilyDecisionConflictConfli28Husband-WifeDecisionMakingInfluencemaydependonthegoodorservicetobepurchased,rolestructureorientation,stageofthedecisionmakingprocessfourcategories:husband-dominated;wife-dominatedautonomousorunilateral;jointdecisionWhomakestheDecisions?Husband-WifeDecisionMakingWh29TheApparelManufacturerHaggarPlacedMenswearAdsinAboutaDozenWomen’sMagazinesAfterItsResearchFoundThatWomenExertInfluenceOverMen’sClothingChoicesTheApparelManufacturerHagga301.

Sex-rolestereotypes-separationofdecision-makingforsex-typedproducts.2SpousalResources-spousecontributingthegreaterresources(usually,butnotalways,money)hasthegreaterinfluence3.Experience-individualdecisionsaremademorefrequentlywhenthecouplehasgainedexperienceasadecision-makingunit4.Socio-EconomicStatus-middleclassfamiliesmakemorejointdecisionsthaneitherupperorlowerclassfamilies.FourFactorsInfluencingFamilyDecisionMaking1.Sex-rolestereotypes-sepa31DecisionRolesInitiatorInformationGathererGatekeeperInfluencerDecisionMakerBuyerPreparerUserMaintainerDisposerDecisionInitiatorInformationGa32Consumption-relatedRolesInitiators:initiateconsumptionbehaviourInformationGatherers:researchalternativesGatekeepers:controlflowofinformationtoothermembersInfluencer(s):provideinformationaboutagoodorservicetoothermembersDeciders:havepowertomakefinalbuyingdecisionBuyers:member(s)whoactuallymakepurchasePreparers:transformproductintouseableformUsers:familymemberswhousethegoodorserviceMaintainers:responsibleformaintenanceofgoodDisposers:responsiblefordisposalofgood/serviceConsumption-relatedRolesIniti33MarketingStrategyImplicationsMarketingcommunication:advertisingmessage,mediaused,persontargeted,productpositioningProductdevelopment:products,e.g.minivansandcarsbuiltspecificallyforfamilies;vacations;services,e.g.insurance,hotelPricingdecisions:e.g.discountsforbulkpurchasesDistribution:changesinfamilylifestylemeanschangesindistribution,e.g.longerretailhoursPublicpolicyregulationsremarketingtochildrenHouseholdscanbetargetedbyadvertisingbylifestyle.MarketingStrategyImplication34Ifacarisbeingpurchasedbyafamilyforateenagertodrivetoschool,howwillthisinfluence:ThetypeofproductMethodoffinancingPriceAppropriatepromotionmessageThemediaAsopposedtothefamilypurchasingacarthattheadultheadofthehouseholdwillusetocommutetowork?Ifacarisbeingpurchasedby35Magazineschildren’smagazinesaregoodavenuesforreachingtheyouthandmommarkets.alsofamily-orientedmagazinesaimedmoreatparents.Eg.FamilyCircle,SesameStreetParents(5.4millionreaders)FamilyFun,Child,Parents,orParentingmagazine.Internet,e-mailandothertechnology

sincekidsareoftenthemoretechnologicallysavvymembersofthefamilyWebsitesMarketingtotheFamilyWhenmarketingtothefamilychildrenmustbeaconsideration.Howwouldyoureachfamilieswithyourmarketingmessage?MagazinesMarketingtotheFami36

Organizationsfamily-friendlyorganizationsaregoodplacesinwhichtofocusmarketingeffortsaimedatthefamilyeg.ReligiousinstitutionsSchools:primary,secondary,publicandprivate;theiraffiliatedclubsandorganizations,Kids’groups-Scouts,4-H,etc.YMCAorYWCAandotherathleticclubsDirectMailOrganizations37marketingtofamiliesemploysstrategiesandpracticesthatstronglyappealtoparentcustomersandtheirchildrenfortheultimatepurposeofincreasingsales.Itinvolveslookingatyoursalesandmarketingprocessesfromtheviewpointofaconsumerwhohasmoneytobuy,childrenbesidethemandisstretchedfortime.Familymarketinghasthreecomponents:productscustomerserviceandenvironment.marketingtofamiliesemploys38Formanyhouseholds,acarpurchaseisafamilyevent.Itcanbeapleasantoneorastorythatisretoldwithembarrassmentandhorror.Whichdoyouthinkwillleadtoarepeatsaleorreferral?Ifyouweretheownerofacardealershiphowwouldyoumakethepurchaseofacarapleasantfamilyevent.Formanyhouseholds,acarpur39Provideagoodplayarea.Constructionplay,atablefordrawing,goodbooks,creativeactivitiesliketrainsets,Legotables,mazesandpuzzles.Stayawayfromvideos.Childrenwhosittoolongjustbuilduptheirenergyandcompensatewithover-activeplay.Welcomefamilieswithbroadsmiles,makeeyecontactwiththeyoungsters.Takeafewminutestomakethechildrencomfortablebyleadingthemtotheplayareaorexplainingwherethetoysare.Donotputparentsintothepositionofapologizingfortheirchildren'sbehavior.Makesurethatthevendingmachinehaspackaged,healthytreatsavailable,includingfruitjuiceorwaterinbottles.Thebathroomshouldhaveachangetable.stopperiodicallytomakesurethekidsareengagedandhappy.Includethemifoldenough,insomeofthediscussions.Provideagoodplayarea.Cons40Since1976,therealincome(inconstantdollarscorrectedforinflation)ofCanadianfamilieshasremainedrelativelyconstant.HowisthissituationaffectingthepurchasingbehaviourofCanadianFamilies?HowshouldafirmusethisinformationtodevelopamarketingstrategyforShoesMicrowaveovensTravelpackagesSince1976,therealincome(i41FamilyorHouseholdDecisionMakingFamilyorHouseholdDecisionM42FamiliesandHouseholdsfamiliesarerelatedbybloodormarriagehouseholdsarepeoplelivingtogether,butnotnecessarilyrelatedWhat’sthedifferencebetweenaFamilyandHousehold?FamiliesandHouseholdsfamilie43TypesofHouseholds/FamiliesTypesofHouseholds/Families44impartlifestyleandconsumptionvaluestotheirmembersinfluentialinconsumptiondecisionsmakeseveraljointpurchasedecisionsprimetargetmarketforgoodsandservicesWhyisitImportantforMarketerstoknowaboutFamiliesandHouseholds?impartlifestyleandconsumpti45LargebagsforlargerfamiliesSmallbagsofspecialtypotatoesforaffluentcoupleswithoutchildren.AndwithsmallkitchensLargebagsforlargerfamilies46WhatistheFamilyLifecycle(FLC)FamilyLife-cyclebachelornewlymarried,nokidsyoungcouple,kids<6youngcouple,kids>6oldermarriedw/dep.emptynesters,workingretiredwidower-working,notworkingChangesOverLife-CyclefinancialsituationbrandsconsideredinterestsprimarydecisionmakerWhatistheFamilyLifecycle(47Ateachstagemembershavenewandconstantneedsforgoodsandservices

I.econsumptionpatternschangeLifecycledetermineswhichproductcategoriesareboughtbutnothowmuchisspentoneachcategory

HowdowekeepcustomersthroughtheFLC?(Automobile)

Whyisitofvaluetounderstandthefamilylifecycle?Thefamilylifecycleconceptattemptstoexplainconsumerbehaviorpatternsofindividualsastheyage,marry,havechildren,retire,andtheirdiscretionaryincomevaryovertheirlifespanAteachstagemembershavenew48summertravel,shortovernighttrips,andlongovernighttripssignificantlydifferacrossthefamilylifestages

Youngsinglesthemostactionmotivated,oldermarriedstheleastmotivatedbyaction.youngmarriedswithchildrenwerehighlymotivatedtoescapeoldermarriedswerenot.Youngmarriedswithchildrenhadmostinterestinrestandrelaxation.Youngsingletravelershadthemostegomotivationwheremiddle-agedsingleswereleastmotivatedbyego.FamilyLifecycleandTravelsummertravel,shortovernight49Youngsinglesplacedmuchgreateremphasisonoutdoorexperiencesoldermarriedsdidnotregardoutdooractivitiesasimportant.Olderunmarrieds,youngmarrieds,andyoungsinglesthoughtculturalattractionswereimportant.Fortheoldermarriedandolderunmarriedsegments,weatherwasveryimportantinvacationdestinationselection.Man-madeattractionssuchasthemeparkswereimportantfordivorcedtravelerswithchildrenandyoungmarriedtravelerswithchildren.Family-and-Household(家庭消教學(xué)講解課件50

numberofpeople(childrenandadults)inthefamily,theagesofthefamilymembersNumberofemployedadultsWhataretheCriticalConsumptionfactors?numberofpeople(childrenan51Stagesofthefamilylifecycle1)BachelorStage.(Youngsinglepeoplenotlivingathome):(a)Fewfinancialburdens,(b)Fashion/opinionleaderled,(c)Recreationorientated,(d)Experimentwithpersonalfinancialmanagement(e)menandwomendifferinconsumerbehaviour-womenmorehousing-relateditemsandfurniture,menmoreonrestaurantsandcars(f)buy: basickitchenequipment,basicfurniture,cars,holidays,Stagesofthefamilylifecycl522)Newlymarriedcouples(Young,nochildren)(DINKS)(a)Betterofffinanciallythantheywillbeinthenearfuture,(b)Highlevelsofpurchaseofhomesandconsumerdurablegoods,(c)Establishpatternsofpersonalfinancialmanagementandcontrol;(D)Buy:cars,fringes,cookers,lifeassurance,durablefurniture,holidays,2)Newlymarriedcouples(Youn533)FullnestI.(Youngestchildundersix):(a)Homepurchasingatpeak,(b)Liquidassets/savinglow,(c)Dissatisfiedwithfinancialpositionandamountofmoneysaved,(d)Relianceoncreditfinance,creditcards,overdraftsetc.,(e)Childdominatedhousehold,(f)Buynecessities-washers,dryers,babyfoodandclothes,healthfoodsvitamins,toys,booksetc.;3)FullnestI.(Youngestchil544)FullnestII.

(Youngestchildsixorover):(a)Financialpositionbetter,(b)Somewivesreturntowork,(c)Childdominatedhousehold,(d)Buynecessities-foods,cleaningmaterial,clothes,bicycles,sportsgear,musiclessons,pianos,junkfoods,holidaysetc.;4)FullnestII.necessities-555)FullnestIII.(Oldermarriedcoupleswithdependentchildren.:(a)Financialpositionstillbetter,(b)Morewiveswork,(c)Schoolandexaminationdominatedhousehold,(d)Somechildrengetfirstjobs;otherinfurther/highereducation,(e)Expendituretosupportchildren'sfurther/highereducation,(f)Buy:new,moretastefulfurniture,non-necessaryappliances,boats,holidays,etc.new,moretastefulfurniture,56)EmptynestI.(Oldermarriedcouples,nochildrenlivingwiththem,headoffamilystillinlaborforce):(a)Homeownershipatpeak,(b)Moresatisfiedwithfinancialpositionandmoneysaved,(c)Interestedintravel,recreation,self-education,(d)Makefinancialgiftsandcontributions,(e)ChildrengainqualificationsandmovetoStage1.(f)Buyluxuries,homeimprovementse.g.fittedkitchensetc.;)EmptynestI.(Oldermarried577)EmptynestII.(Oldermarriedcouples,nochildrenlivingathome,headoffamilyretired):(a)Significantcutinincome,(b)Keephome,(d)Concernwithlevelofsavingsandpension,(e)Assistchildren(f)Buy:medicalappliancesormedicalcare,productswhichaidhealth,sleepanddigestion,hobbiesandpastimes,7)EmptynestII.(Oldermarri588)SolitarysurvivorI.(Inlabourforce):(a)Incomestilladequatebutlikelytosellfamilyhomeandpurchasesmalleraccommodation,(b)Worriesaboutsecurityanddependence;(c)Concernwithlevelofsavingsandpension,(d)Buy:hobbiesandpastimes,8)SolitarysurvivorI.(Inla599)SolitarysurvivorII.(Retired):(a)Significantcutinincome,(b)Additionalmedicalrequirements,(c)Specialneedforattention,affectionandsecurity,(d)MaySeekshelteredaccommodation,(e)Possibledependenceon'othersforpersonalfinancial,managementandcontrol.Buy:Prepaidfuneral9)SolitarysurvivorII.(Reti60Asarule,familieswithchildrenathomeeatdinnerat-homemorefrequentlythanotherdemographicgroups.Theyalsoconsumemorepotatoesperpersonthanthoseinfamilieswithoutchildren.affluentgroupstendtoeatfewerpotatoesthanlow-tomoderate-incomegroupswiththesamedemographics.TraditionalFamilies-oneparentworks,oneparentstayshome,childrenliveathome.themainstayoffreshpotatomarketing,butovertimeithascometorepresentlessandlessofthetotalpopulationTwoworkingparents,childrenpresentDinnerisahectictime.Parentsandchildrenarrivehomeaboutthesametime.Kidsareexcited(andhungry);parentsaretired(andhungry).Convenienceconcernsoftenoverrideotherfactorsindecidingwhat'sfordinner.Dinnertimesolutionsneedtobequickandeasy.MarketingPotatoesthroughtheFLCAsarule,familieswithchild61Singleparentfamilies-singleworkingparent,childrenpresent.Thisverybusyparentneedseasy,quickmealsolutions.Dinnerisjustanotherthingonthe"todo"listalongwithsoccerpractice,homework,etc.Whatsortofpotatoproductsshouldbemarketedtofamilieswithchildren?Singleparentfamilies-single62HouseholdswithoutchildrenHalftheU.S.populationlivesinaone-ortwo-personhousehold.Everydemographicinthisgrouphaslowerpotatoconsumptionthanhouseholdswithchildrenandrepresentsasignificant(andcurrentlymissed)opportunity.SinglesSingleshavethelowestat-homepotatoconsumption,withaffluentsinglesshowingevenlowerconsumptionthanlow-tomoderate-incomesingles.Theyeatoutoften,andrepresentasignificantportionoffryconsumptioninrestaurants.Manyinthisgroupwillbemovingintothemarriage,parenthoodsegment.Potatoproductideas:Householdswithoutchildren63Doubleincome,nokidsyoungmarriedcouplesjustestablishingtheirhouseholds.Manycanaffordtoeatoutoftenanddon'thavecookingskills.EmptyNesters,childrengrownandoutofhomeSomeinthisgrouparestillworking,someareretiredalmostallwantabreakfromtheyearsofdinnerpreparation.Theycanaffordtoeatoutortakehomeupscalemeals.Oftenhealthandfitnessconscious,thisimportantgrouphaspositiveattitudesaboutpotatoes.PotatoProductideas:MarriedandSingleactiveelderlyAsmallpercentageofthepopulationatpresent,thisdemographic,alongwithemptynesters,isexpectedtogrowdramaticallyinthenext20years.Potatoproductideas:Doubleincome,nokids64Howwouldamarriedcoupleschoiceswithregardsto:GroceriesVehiclesbeaffectediftheyhadchildren?Howwouldamarriedcouplesch65HouseholdDecisionMakingHouseholdsvaryinconsumptionhabitsdependingonstagewheretheyareinfamilylifecycleHouseholddecisionmakingisalsodifferentfromindividualdecisionmakingFamilyrolestructureorientationinfluenceshouseholddecisionmakingNatureofgoodorservicetobepurchasedandconsumedinfluenceshouseholddecisionmakingHouseholdDecisionMakingHouse66ConsensualDecisionMakingGroupAgreesontheDesiredPurchaseDifferingOnlyinTermsofHowItWillBeAchieved.TypesofPurchaseDecisionsMadebyFamiliesConsensualDecisionMakingType67AccommodativeGroupMembersHaveDifferentPreferencesandCan’tAgreeonaPurchaseThatWillSatisfyEveryoneAccommodativeGroupMembersHav68FamilyDecisionConflictConflictOccursWhenThereisNotCompleteCorrespondenceinFamilyMembers’NeedsandPreferences.SomeSpecificFactorsDeterminingtheDegreeofFamilyDecisionConflictIncludetheFollowing:InterpersonalNeedsProductInvolvementandUtilityResponsibilityPerson’sLevelofInvestmentintheGroupDegreetoWhichtheProductinQuestionWillBeUsedorWillSatisfyaNeedForProcurement,Maintenance,Payment,etc.PowerOneFamilyMember’sInfluenceOvertheOthersinMakingDecisionsFamilyDecisionConflictConfli69Husband-WifeDecisionMakingInfluencemaydependonthegoodorservicetobepurchased,rolestructureorientation,stageofthedecisionmakingprocessfourcategories:husband-dominated;wife-dominatedautonomousorunilateral;jointdecisionWhomakestheDecisions?Husband-WifeDecisionMakingWh70TheApparelManufacturerHaggarPlacedMenswearAdsinAboutaDozenWomen’sMagazinesAfterItsResearchFoundThatWomenExertInfluenceOverMen’sClothingChoicesTheApparelManufacturerHagga711.

Sex-rolestereotypes-separationofdecision-makingforsex-typedproducts.2SpousalResources-spousecontributingthegreaterresources(usually,butnotalways