Unit 3 Family Influences

Role of Family in consumer
decision making
Why is it Important ?
 Influential in consumption decisions
 Influential in purchase decisions
 Make several joint purchase decisions
 Prime target market for goods and services
 It helps to devise our marketing strategies

Family Lifecycle (FLC)
• The family life cycle concept attempts to explain consumer behaviour
patterns of individuals as they age, marry, have children and retire
Family Life-cycle Changes Over Life-Cycle

 bachelor
 financial situation
 newly married, no kids
 Product categories
 young couple, kids < 6
considered
 young couple, kids >6
 interests
 old couple
 working  primary decision maker
 retired  Free time
 widow - working, not working
Role Behavior
Individual roles in family purchases
• Initiator: initiator of family thinking about buying products and gathering
information to aid decisions
• Influencer: individual whose opinions are sought concerning criteria and
which products or brands most likely to fit those criteria
• Decider: person with the financial authority or power to choose how the
family’s money will be spent on which products and brands
• Buyer: person who acts as the purchasing agent by visiting the store,
calling suppliers, writing checks, bringing products into the home and so on
• User: person or persons who use the product
Buying a car!!
Identifying different purchaser-
consumer relationships
• Who’s buying for whom?

• Who are the principal characters?
• What’s the plot for the purchase?
• What can we assume?
Changing Roles of Women
Marketing to Women
• Appealing to the “mother” category
• Different segments exist and they look at advertising, the
Internet, products, time, and brands differently
• Depending on career orientation, responsibilities in and out of
the home, time pressures, messages, and ads need to be
adapted
• Retailers can appeal to women with special services or
extended hours
Example!!
Nivea For Men targeted women in a campaign to persuade
them of the benefits of buying male grooming products for their
partners.
The company organized a six-month campaign targeting over
42,000 women with the purpose of educating them about their
partners' skincare habits and handing out samples.
Results?
55% purchased at least one Nivea For Men product, and 20%
purchased two or more products. 58% of men recommended the
product to their friends and family.
Changing Masculine Roles
• Roles of men in families are changing substantially as well

• Men are more involved in family functions and household
activities
• Men may buy items traditionally purchased by women
(groceries)
• Many men are achieving gender role transcendence and use
products previously seen as “feminine”
Children and Household Consumer
Behavior
Children and Household
Consumer Behavior
• Children change dramatically how the family functions, in terms of
relationships, employment, and purchases
• Children reduce parents’ participation in the labor force, change how
families spend their money and reduce the amount of time and
money available for leisure
• Children influence about $1.88 trillion of purchases globally each
year
• Children exert direct influence over parental spending when they
request specific products and brands
• They exert indirect influence when parents buy products and brands
that they know children prefer without being asked or told to make a
specific purchase
Advertising and children
• Children’s TV watching Behavior :
• Children ages 2-11 watch an average of
22 hours of TV per week and see 30,000 commercials per year
• 80% of all advertising targeted to children falls in four product
categories: Toys, cereal, candy & fast food restaurants
Changing trends in youth
Recent trends
Online shopping :
 Shop 14/7
 Comfort of own home
 A lot of strokes within a click away
 Comparison made easier
 Discounts
 Payments made Easier
Other Trends
• Celebrity influence
Other Trends
• Quality oriented outlet
Other Trends
• Eco friendly products
THANK YOU

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Role of Family in consumer

 Influential in consumption decisions

 Influential in purchase decisions

 Make several joint purchase decisions

 Prime target market for goods and services

 It helps to devise our marketing strategies

Family Life-cycle Changes Over Life-Cycle

• Who’s buying for whom?

• Roles of men in families are changing substantially as well

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