Professional Documents
Culture Documents
Decision Making
Families and Households
At each stage members have new and constant needs for goods
and services I.e consumption patterns change
Differing Only in
Terms of How It Will
Be Achieved.
Accommodative
Group Members Have
Different Preferences
and Cant Agree
on a Purchase That
Will Satisfy Everyone
Family Decision Conflict
Conflict Occurs When There is Not Complete
Correspondence in Family Members Needs and
Preferences.
Some Specific Factors Determining the Degree of
Family Decision Conflict Include the Following:
Disposer Buyer
Decision
Roles
Maintainer Influencer
User Decision
Maker
Preparer
Consumption-related Roles
Initiators: initiate consumption behaviour
Information Gatherers: research alternatives
Gatekeepers: control flow of information to other
members
Influencer(s): provide information about a good or
service to other members
Deciders: have power to make final buying decision
Buyers: member(s) who actually make purchase
Preparers: transform product into useable form
Users: family members who use the good or service
Maintainers: responsible for maintenance of good
Disposers: responsible for disposal of good/service
Marketing Strategy Implications
Marketing communication: advertising message,
media used, person targeted, product positioning
Product development: products, e.g. minivans and
cars built specifically for families; vacations; services,
e.g. insurance, hotel
Pricing decisions: e.g. discounts for bulk purchases
Distribution: changes in family lifestyle means
changes in distribution, e.g. longer retail hours
Public policy regulations re marketing to children
Households can be targeted by advertising by
lifestyle .
If a car is being purchased by a family for a teenager
to drive to school, how will this influence:
The type of product
Method of financing
Price
Magazines
childrens magazines are good avenues for reaching the youth
and mom markets.
also family-oriented magazines aimed more at parents. Eg.
Family Circle, Sesame Street Parents (5.4 million readers)
Family Fun, Child, Parents, or Parenting magazine.
Direct Mail
marketing to families employs strategies and practices that
strongly appeal to parent customers and their children for the
ultimate purpose of increasing sales.
It involves looking at your sales and marketing processes from the
viewpoint of a consumer who has money to buy, children beside
them and is stretched for time.
Family marketing has three components:
products
customer service
and environment.
For many households, a car purchase is a family event. It can
be a pleasant one or a story that is retold with embarrassment
and horror. Which do you think will lead to a repeat sale or
referral? If you were the owner of a car dealership how would
you make the purchase of a car a pleasant family event.
Provide a good play area. Construction play, a table for drawing,
good books, creative activities like train sets, Lego tables, mazes
and puzzles. Stay away from videos. Children who sit too long just
build up their energy and compensate with over-active play.
Welcome families with broad smiles, make eye contact with the
youngsters.
Take a few minutes to make the children comfortable by leading
them to the play area or explaining where the toys are. Do not put
parents into the position of apologizing for their children's
behavior.
Make sure that the vending machine has packaged, healthy
treats available, including fruit juice or water in bottles.
The bathroom should have a change table.
stop periodically to make sure the kids are engaged and happy.
Include them if old enough, in some of the discussions.
Since 1976, the real income (in constant dollars
corrected for inflation) of Canadian families has
remained relatively constant. How is this situation
affecting the purchasing behaviour of Canadian
Families?
How should a firm use this information to develop
a marketing strategy for
Shoes
Microwave ovens
Travel packages