12._Family.ppt 85KB Mar 29 2010 04:55:13 AM

Family
PPs – MM
FE – Manajemen
Universitas Muhammadiyah
Malang

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 A household:


Composed of any individuals living
singly or together with others in a
residential unit

 A family:


Two or more people living together

who are related by blood or marriage
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Family
1. Nuclear Family


Married couples with one or more
children

2. Extended Family


Nuclear families with at least one
grandparent living at home

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Differences Between
Individual and Family
Influences:

1. The likelihood of joint decisions
2. Different role specifications for
family members in the process of
decision making
3. The need to resolve conflicts
among family members when
making purchasing decision
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A Joint Decision Have Three
Reason:
1. The decision is important to the

family
2. The perceived risks of the decision
are fairly high
3. There is no time pressure as
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The Situations of Joint
Decision
1. When the level of perceived risk in
buying is high
2. When the purchasing decision is
important to the family
3. When there are few time
pressures
4. For certain demographics group
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Five Roles in Decision
Making
1.
2.
3.
4.
5.

The
The
The
The
The

gatekeeper
influencer
decision maker
purchasing agent
consumer

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Conflict Arises over:

1. The reasons for buying an item
2. The evaluation of alternative
choices

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Alternatives Strategies in
Family Decision Making
Goals

Strategy

Ways of Implementing

Consensus

Problem solving

The expert
The better solution
The multiple purchase
The specialist
The controller
The next purchase
The irresponsible critic
Coercion
Coalitions

Role delegation
Budgetary
allocation
Accommodatio Bargaining

n
Politicking

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Husband – Wife
Influences
1.
2.
3.
4.

Type of product considered
The stage in decision making
The nature of purchase influence
Family characteristics

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Four categories husband
- wife influences


Davis & Rigaux;
1.
The husband tend to be the dominant
influences
2.
The wife tend to be the dominant influences
3.
Either the husband or the wife with either
person equally likely to be dominant
4.
Jointly by husband and wife

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Stage in Decision Making
 Davis & Rigaux
1.
2.
3.

Problem recognition
Information search
The final decision

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Nature of Purchase
Influence
1. Instrumental roles



Related to performing tasks that help
the group make the final decision
making

2. Expressive roles


Facilitate expression of group norms
and provide the4 group with social
and emotional support
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Family characteristic


The husband will more influences when:

1.
2.
3.
4.

5.

His level of education is higher
His income and occupational status are higher
His wife is not employed
The couple is at an earlier stage in the family
life cycle
The couple has a greater than average
number of children

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Consumer Socialization
The process by which young people acquire
skills, knowledge and attitudes relevant to
their functioning in the market place
 The role of parents to their children:

Price – quality relation

Effective comparison shoppers and how to
buy products on sale

Brand preferences

Distinguish fact from exaggeration in
advertising


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Stage in Consumer
Socialization
1. Preoperational stage children
from 3-7
2. Concrete Operational stage
children from 8-11
3. Formal Operational stage
children from 12-15

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Role of Parent in Consumer
Socialization
1.

Authoritarian parents

Seek a high of control over the children
2. Neglecting parents

Distant from the children and do not exert much
control over them
3. Democratic parents

Foster a balance between parents’ and children’s
rights
4. Permissive parents

Seek to remove as many restraints from children
as possible without endangering them

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Traditional Family Life Cycle
1.
2.
3.
4.
5.
6.
7.
8.
9.

Young singles
Newly married
Full Nest I
Full Nest II
Full Nest III
Empty Nest I
Empty Nest II
Empty Nest III
Solitary Survivor
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Nontraditional Family Life
Cycle
1.
2.
3.
4.

Married couples without children
Unmarried couples
Young single parents
Middle aged single parents

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Family Decision Making And
Marketing Strategies
1.
2.
3.
4.
5.

Advertising messages
Media
Product development
Pricing
Distribution

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Measurement of family
influences
 Whom to interview




Both together
Each separately
The wife to determine her influence and the
husband’s

 How to measure influence




Husband decides
Equal influence
Wife decides
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Societal Implications

 Increased parent-child conflict
 Undesirable consumer socialization
 Alternative solutions

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