Bài giảng Consumer Behavior 8e - Chapter 10: A portrait of Consumer - Hoàng Đức Bình
Chapter 10
A portrait of Consumer
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Content
• Organizational and
Household Decision Making
• Income and Social Class
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I.
Organizational and
Household Decision Making
CONSUMER
BEHAVIOR, 8e
Michael Solomon
The Modern Family
• Before 1900s: extended family
• 1950s: nuclear family (mother,
father, and children)
• Today, many households:
• Married couples less than
50% of households
• Majority of adult women live
without spouse
• Unmarried opposite sex
couples
• Same-sex couples
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Discussion
• In identifying and targeting newly divorced couples,
do you think marketers are exploiting these couples’
situations?
• Are there instances in which you think marketers
may actually be helpful to them?
• Support your answers with examples
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Family Size
• Depends on educational level, availability of birth
control, and religion
• Marketers keep an eye on fertility rate and birth rate
• Worldwide, women want smaller families (especially
in industrialized countries)
• Contraception/abortion are more readily available
• Divorce is common
• Older people now pursue non-grandchildren
activities
• Some countries want people to have more
children
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Sandwich Generation
• Sandwich generation:
adults who care for their
parents as well as their own
children
• Boomerang kids: adult
children who return to live
with their parents
• Spend less on
household items and
more on entertainment
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Nonhuman Family Members
• Pets are treated like family members
• Spending on pets has doubled in the last decade
• Pet-smart marketing strategies:
• Name-brand pet products
• Designer water for dogs
• Lavish kennel clubs, pet classes/clothiers
• Pet accessories in cars
• Perma-pets
• Neopets Inc.
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Family Life Cycle
• Factors that determine how couples spend money:
• Whether they have children
• Whether the woman works
• Family life cycle (FLC) concept combines trends in
income and family composition with change in
demands placed on income
• As we age, our preferences/needs for products
and activities tend to change
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FLC Models
• Useful models take into account the following
variables in describing longitudinal changes in
priorities and demand for product categories:
• Age
• Marital status
• Presence/absence of children in home
• Ages of children
• Such factors allow use to identify categories of
family-situation types
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Life-Cycle Effects on Buying
FLC model categories show marked differences in
consumption patterns
• Young bachelors and newlyweds: exercise, go to
bars/concerts/movies
• Early 20s: apparel, electronics, gas
• Families with young children: health foods
• Single parents/older children: junk foods
• Newlyweds: appliances
• Older couples/bachelors: home maintenance
services
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Household Decisions
Families make two types of decisions:
• Consensual purchase decision: members agree on
the desired purchase, differing only in terms of how
it will be achieved
• Accommodative purchase decision: members have
different preferences or priorities and they cannot
agree on a purchase to satisfy the minimum
expectations of all involved
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Household Decisions (cont.)
Specific factors that
determine how much
family decision conflict
there will be:
• Interpersonal need
• Product involvement and
utility
• Responsibility
• Power
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Sex Roles and Decision-making
Responsibilities
Who makes key decisions in a family?
• Autonomic decision: one family member chooses a
product
• Wives still make decisions on groceries, toys,
clothes, and medicines
• Syncretic decision: involve both partners
• Used for cars, vacations, homes, appliances,
furniture, home electronics, interior design, phone
service
• As education increases, so does syncretic
decision making
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Identifying the Decision Maker
Family financial officer (FFO)
• In traditional families, the man makes the money and
the woman spends it
• If spouses adhere to modern sex-role norms,
participation in family maintenance activities
Four factors in joint versus sole decision making:
• Sex-role stereotypes
• Spousal resources
• Experience
• Socioeconomic status
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Children as Decision Makers
Children make up three distinct markets:
• Primary market: kids spend their own money
• Influence market: parents buy what their kids tell
them to buy (parental yielding)
• Future market: kids “grow up” quickly and purchase
items that normally adults purchase (e.g.,
photographic equipment, cell phones)
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Consumer Socialization
• Consumer socialization: process by which young
people acquire skills, knowledge, and attitudes
relevant to their functioning in the marketplace
• Children’s purchasing behavior is influenced by:
• Parents
• Television (“electric babysitter”)
• Sex roles
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Five Stages of Consumer Development
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Figure 12.2
Cognitive Development
• Marketers segment children by their stage of
cognitive development: ability to comprehend
concepts of increasing complexity
• Three segments often used today:
• Limited: Below age 6, children do not use
storage and retrieval strategies
• Cued: Between ages 6 and 12, children use these
strategies, but only when prompted
• Strategic: Children age 12 and older
spontaneously employ storage and retrieval
strategies
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Marketing Research and Children
• Little real data on children’s preferences/influences
on spending patterns is available
• Kids tend to:
• Be undependable reporters of own behavior
• Have poor recall
• Not understand abstract questions
• Two areas where researchers have been successful:
• Product testing
• Advertising message comprehension
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