Families Flashcards
(50 cards)
What are the different structures of households?
One person Reconstituted families Lone parent Unmarried habitation Multi person households Traditional family unit
How are families typically distributed
Over 50% of households are sized 3-4
This has implications on marketer offerings and on consumer choice and behaviour
What is the family household lifecycle
Shows key transitions in our lives
Different stages push you into different consumption habits
Dramatic spending shifts (age difference wen they have children can be important variables)
What are the largest areas of spending typically for households
Housing, transport and recreational transport - average of £489 a week
Childcare and education are big areas of spending
What does the family household life cycle assume
Key events prompt major lifestyle changes
Each group at each stage of the FLC are market segments with distinct needs, attitudes and desires
E.g average spending on children are 10k per year and 50% the spend on teenage children
Lifestyle stage is a better basis for segmentation that age
What are the criticisms of the FLC
Fails to consider dynamic households fails to explain the impact of social trends such as changing roles of women
What are the key household and family decision roles
Influencer- express opinions and influences the decision
Information gatherer- collect and control information relevant to th decision
Decision maker- actually determines which good or service will be purchased
Buyer- physically squires good
User-
Maintainer- responsible for upkeep
What are the different family decision styles
Syncriatic or joint- decisions made in coalition
Autonomic - decisions made by a single household member
Decisions made with one spouse dominant in the process
Children are increasingly becoming powerful
What are the key influences
Stage of FLC and role orientation
Involvement and experience
Perceived risk and time pressure
Moral economy
Influence triangle shows how different members of the family may influence different decisions - marketers need to keep track of how this is moving
E.g capital one always sponsor the football because men are typically associated with the deciding of credit cards
What is the importance of targeting
Marketers needs to target both children and parents
Children may be influencers- caution
Parents informations gatherers
What is consumer socialisation
The process by which young people acquire skills, knowledge and attributes relevant to their functioning as consumers in the marketplace
What is direct and indirect socialisation
Direct- children are purposefully trained as consumers
Indirect- more passive learning- modellig others behaviour
Children have to be taught to be good consumers otherwise they are in danger of becoming susceptible to marketer tricks
What is reverse socialisation
The extent to which children in families socialise their parents on he use of new technologies within consumption processes (shim ,2011)
Who are key socialisation agents
Social institutions
Commercial and cultural environment
Family
Peers
What are some emerging questions
How do marketers achieve good practice in ways that is not damaging to children
How are business using new technologies to engage children
If they don’t have necessary cognitive defences we see an imbalance of power
What does Solomon say about individual decision making process
Too simplistic because others can be involved in the problem solving sequence
Traditional family units have declined and increasing emphasis is put on siblings, close friends and other relatives
What does Solomon indicate the costs of keeping a child are
Cost of keeping a teenager is £66,000
From birth to 21- £200,000
What are the two different types of household decisions identified by Solomon
Consensual- group agrees on desired purchase
Accommodative- different members have different priorities
Bargaining, coercion, compromise and wielding of power are likely to be used to achieve an agreement
What are the factors that influence conflict
Interpersonal need - level of investment
Responsibility - for procurement, maintenance and payment
Product involvement and utility- the degree to which the product in question will be used to satisfy a need
Power - degree to which one family member exerts influence over another
What is parental yielding
Parental decision maker is influenced by a child’s request and surrenders
What is consumer socialisation
The process by which young people acquire skills, knowledge and attitudes relevant to their functioning in the marketplace
What are some of the characteristics of the teen market
Feel a lot of uncertainty about the self and need to belong and find a unique identity
May use consumption to rebel against the authority of their parents or other socialising agents
What do saatchi and saatchi identify as the 4 teenage conflicts
Autonomy v belonging- need independence but need to attach themselves to a support structure
Rebellion v conformity- rebel against norms yet still need to be accepted
Idealism v pragmatism -
Narcissm v intimacy
What are the factors that help determine joint or individual decisions
Sex roles
Spousal resources
Experience
Socio economic - middle class
