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FAMILY INFLUENCE IN CONSUMER FAMILY INFLUENCE IN CONSUMER

BEHAVIOUR BEHAVIOUR

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The study of consumers helps firms and organizationsThe study of consumers helps firms and organizationsimprove their marketing strategies by understanding issuesimprove their marketing strategies by understanding issues

such as ,The psychology of how consumers think, feel,such as ,The psychology of how consumers think, feel,reason, and select between different alternatives (e.g., brands,reason, and select between different alternatives (e.g., brands, products); products);

The psychology of how the consumer is influenced by his or The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other The behavior of consumers while shopping or making other marketing decisions;marketing decisions;

Limitations in consumer knowledge or informationLimitations in consumer knowledge or information processing abilities influence decisions and marketing processing abilities influence decisions and marketingoutcome;outcome;

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The Importance of Families and HouseholdsThe Imp

ortance of Families and Householdson consumer Behaviour on consumer Behaviour

Marketers must exercise care in analyzing consumer behaviour.Marketers must exercise care in analyzing consumer behaviour.

Consumers often turn down what appears to be a winning offer.Consumers often turn down what appears to be a winning offer.

As soon as managers believe that they understand their consumers,As soon as managers believe that they understand their consumers, buyer decisions are made that appear to be irrational. buyer decisions are made that appear to be irrational.

But what looks like irrational behaviour to a manager is completelyBut what looks like irrational behaviour to a manager is completelyrational to the consumer. Buying behaviour is never simple.rational to the consumer. Buying behaviour is never simple.

It is affected by many different factors.It is affected by many different factors.

Yet understanding it is the essential task of marketing management.Yet understanding it is the essential task of marketing management.People coming from the same subculture, social class, and occupationPeople coming from the same subculture, social class, and occupationmay have quite different lifestyles.may have quite different lifestyles.

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A lifestyle is a persons pattern of living asA lifestyle is a persons pattern of living asexpressed in his/her activities, interests andexpressed in his/her activities, interests andopinions.opinions.

Lifestyle portrays the whole personLifestyle portrays the whole person

interacting with his environment.interacting with his environment.A person belongs to many groups: family,A person belongs to many groups: family,clubs, and organizations.clubs, and organizations.

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What is a family?What is a family

?

A family is a group of two or more persons related by bloodA family is a group of two or more persons related by bloodmarriage or adoption who reside together .marriage or adoption who reside together .

The nuclear family is the immediate group of father,The nuclear family is the immediate group of father,mother, and children living together.mother, and children living together.

The extended family is the nuclear family, plus other The extended family is the nuclear family, plus other relatives, such as grand parents, uncles and aunts, cousins,relatives, such as grand parents, uncles and aunts, cousins,and parents-in law.and parents-in law.

The family into which one is born is called the familyThe family into which one is born is called the familyorientation, whereas the one established by marriage is theorientation, whereas the one established by marriage is thefamily procreationfamily procreation

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Structural variables Affecting FamiliesStructural variables Affecting

Families

It includes the age of the head of theIt includes the age of the head of thefamily, martial status, presence of family, martial status, presence of children, and employment status.children, and employment status.

hree sociological variables that help explain how families function

Cohesion Adaptability

Communication.

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1) Cohesion) Cohesion :

Is the emotional bonding between familyIs the emotional bonding between familymembers. It measures how close to each othermembers. It measures how close to each otherfamily members feel on an emotional level .family members feel on an emotional level .

Cohesion reflects a sense of connectedness to orCohesion reflects a sense of connectedness to orseparateness from other familyseparateness from other family

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2) Adaptability:) Adaptability:

Measures the ability of a family to changeMeasures the ability of a family to changeits power structure, role relationships, andits power structure, role relationships, and

relationship rules in response torelationship rules in response tosituational and developmental stress.situational and developmental stress.

The degree of adaptability shows how wellThe degree of adaptability shows how wella family can meet the challengesa family can meet the challengespresented by changing situationspresented by changing situations

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3) Communication) Communication :

Is a facility dimension, critical to movement onIs a facility dimension, critical to movement onthe other two dimensions .the other two dimensions .

Positive Communication skills (Such as empathy,Positive Communication skills (Such as empathy,reflective, listening, support comments.)reflective, listening, support comments.)Changing needs as they relate to cohesion andChanging needs as they relate to cohesion andadaptability.adaptability.

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Family Decision MakingFamily Decision Making

Whether to buy;Whether to buy;Which product to buy (pick-up or passenger car?);Which product to buy (pick-up or passenger car?);Which brand to buy;Which brand to buy;Where to buy it; andWhere to buy it; and

When to buy.When to buy.the decision maker may specify what kind of productthe decision maker may specify what kind of productto buy, but not which brand;to buy, but not which brand;

The purchaser may have to make a substitution if The purchaser may have to make a substitution if the desired brand is not in stock;the desired brand is not in stock;The purchaser may disregard instructions (by errorThe purchaser may disregard instructions (by erroror deliberately).or deliberately).

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The Nature of Family PurchaseThe Nature of Family Purchase

Initiators(s)nitiators(s) : The Family member who first recognises a: The Family member who first recognises aneed or starts the purchase process.need or starts the purchase process.

Information gatherer(s)nformation gatherer(s) : The individual who has: The individual who hasexpertise and interest in a particular purchase.expertise and interest in a particular purchase.Different individuals seek information at different times orDifferent individuals seek information at different times oron different aspects of the purchase.on different aspects of the purchase.

Influencer(s):nfluencer(s): The person who influences theThe person who influences thealternatives evaluated, the criteria considered, and thealternatives evaluated, the criteria considered, and thefinal choice.final choice.

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Decision maker(s):ecision maker(s): The individual who makes theThe individual who makes the

final decision .Of course, joint decisions also are likelyfinal decision .Of course, joint decisions also are likelyto occur.to occur.Purchaser(s):urchaser(s): The family member who actuallyThe family member who actuallypurchases the product. This is typically an adult orpurchases the product. This is typically an adult or

teenagerteenager .User(s):ser(s): The user of the product .For many productsThe user of the product .For many productsthere are multiple usersthere are multiple users

Disposer(s):isposer(s): The member of the family who has theThe member of the family who has theultimate right to dispose a product.ultimate right to dispose a product.

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