750Chp12 Family and Household Influences

CHAPTER 12
Family and Household

Influences
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior , Ninth
Edition
The Importance of Families and
Households on Consumer
Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Behavior
Many products are purchased
by a family unit
Individuals buying decisions
may be heavily influenced by
other family members
Behavior
How families make purchase
decisions depends on the roles
of the various members in the
influence, purchase, and
consumption of products
Families and Households
Family: a group of two or more
persons related by blood,
marriage, or adoption who reside
together
Nuclear family: immediate group
of father, mother, and child(ren)
living together
Extended family: nuclear family,
plus other relatives such as
grandparents, aunts, and uncles
Family of orientation: family into
which a person is born
Family of procreation: family
established by marriage
Some families are extending these
definitions to include pets, as
seen in the positioning of
PETsMART, especially childless
singles or couples
Fancy Feast
sells gourmet,
high-priced cat
food positioned
to consumers
willing to spoil
their pets with
expensive
treats. These
pets are often
treated as family
members.
Household: all persons, both
related and unrelated, who occupy
a housing unit
Nonfamily households include:
Elderly persons living with
nonfamily members
POSSLQs
Friends living together
Same sex couples
Families constitute the largest
single category of households
Rapid rise in the number of
nontraditional families and non-
family households
Any of these types of households
may or may not include children
Structural variables affecting
household or family purchasing:
Age of head of household
Marital status
Presence of children
Employment status
Age of head of household
Marital status
Presence of children
Employment status
Marketers monitor these variables
to predict changes in demand for
specific products and categories
Monitoring
structural
variables
helps predict
demand for
products
such as
financial
services.
Sociological variables affecting
household purchasing decisions:
Sociological variables affecting
household purchasing decisions:
Cohesion: emotional bonding between
family members
Adaptability: ability of a family to change
its power structure, role relationships,
and relationship rules in response to
situational and developmental stress
Communication: facilitating dimension,
critical to movement on the other two
dimensions
Who Determines What the
Family Buys?
Who Determines What the
Family Buys?
Instrumental roles: financial,
performance, and other functions
performed by group members
(also known as functional or
economic roles)
Expressive roles: involve
supporting other family members
in the decision-making process
and expressing the familys
aesthetic or emotional needs
Role Behavior
Individual roles in family purchases
Role Behavior
Individual roles in family purchases
Initiator/gatekeeper: initiator of family
thinking about buying products and
gathering information to aid decisions
Influencer: individual whose opinions
are sought about purchase criteria and
which brands fit those criteria
Decider: person with financial authority
to choose how family money is spent
Buyer: person who actually buys goods
User: person(s) who uses the product

Role Behavior
People can assume multiple roles
in the purchase and consumption
of products
Children may act as initiator,
decider, buyer, and user for some
products (such as games or
candy)
Children may be influencers and
users for other items (such as
snack foods and clothing)
Role Behavior
Family marketing focuses on the
relationships between family
members based on the roles they
assume, including the relationship
between purchaser and family
consumer and between purchaser
and purchase decision maker
Marketers can advertise and
position products according to
their purchase-consumer
relationship
The Family Marketing Model
A Purchase Decision Maker
One Some All

Consumer Member Members Members
One
Member
1 2 3
Some
Members
4 5 6
All
Members 7 8 9
Source: Robert Boutilier, Putting the Familys Strings, American
Demographics (April 1993), 46.
Role Behavior
Identifying different purchaser-
consumer relationships:
Role Behavior
Whos buying for whom?
Who are the principal characters?
Whats the plot for the purchase?
Who wants what when?
What can we assume?
Role Behavior
Whos buying for whom?
Who are the principal characters?
Whats the plot for the purchase?
Who wants what when?
What can we assume?
What is the relationship between
individuals and products based on
their role in influence or purchase
Role Behavior
Spousal roles in family purchases
Role Behavior
Spousal roles in family purchases
Autonomic: an equal number of
decisions is made by each spouse, but
each decision is individually made by
one spouse or the other
Husband dominant: the husband or
male household-head makes a majority
of the decisions
Wife dominant: the wife or female
household-head makes most decisions
Joint: most decisions made by both
Role Behavior
Marketers evaluate which types of
products are typically purchased by
wives, husbands, or jointly
Marketers can determine which
aspects of specific products to
advertise to different household
members
Which media will best reach the
most influential family member?
Which ad appeals are most effective?
Reynolds
Wrap
aluminum foil
appeals to
women who
are
responsible
for cooking
family meals
but have
limited time to
do so.
Influences on Decision Making
Influence of Employment
More women working outside the home
Different division of household
purchases
Influence of Employment
More women working outside the home
Different division of household
purchases
Influence of Gender
As the gender gap narrows, more
decisions are made jointly
Roles are determined more by sociali-
zation experiences that teach men and
women different consumer activities
than by biological gender
Family Life Cycles
Family Life Cycles
Family life cycle (FLC) : the
process of families passing
through a series of stages over
time
Eleven primary stages have been
identified, but households do not
necessarily go through all stages
Which stages families go through
is based in part on lifestyle
choices
Activities and
Life Stage Behaviors
Young Singles
Newly Married Couples
Full Nest I, II, III
Married, No Kids
Older Singles
Empty Nest I, II
Solitary Survivor
Retired Solitary Survivor
Family Life Cycles
FLC affects demand for many products
Descriptions of life stages can be
combined with individual demographic
characteristics to identify market
segments and sizes
Nautica
introduced
an up-scale
line of baby
clothes
which
appeals to
high-income
Full and
Empty
Nesters who
can afford
the brand.
Family Life Cycles
segments and sizes
Individuals may repeat family stages if
their family situations change or they
may be in stages different from most
people their age
Family Life Cycles
segments and sizes
Individuals may repeat family stages if
their family situations change or they
may be in stages different from most
people their age
FLC is an important predictor of family
or household spending
Changing Household Structure
Marketers must understand how
changes in family and household
structures affect marketing
strategy
What is the structure of contem-
porary families?
How is the consumer decision
process affected?
How will your organization be
affected by these changes?
Marriage Trends
Delaying age of marriage
Increased incidence of cohabitation
before marriage
Over half of marriages end in divorce
As a result, individuals shift between
married and single status
What are the affects on markets for
household products, homes,
counseling, travel, etc.?
The Singles Boom
Rise in number of single households
in industrialized countries
Co-habitating singles are the fastest
growing segment of singles market
(opposite or same-sex couples)
As individuals form households before
marrying, they bring with them to a
marriage established purchasing and
consumption behaviors, as well as, a
variety of household goods
The Singles Boom: Mature Singles
In the U.S., 61 percent of the singles
market is made up of women, with a
median age of 66 years
Older women living single are often
widows; older men living single are
usually divorced or were never
married
Marketers have targeted the mature
singles market with travel, financial
services, entertainment, and security
Gay and Lesbian Markets
This market is gaining attention
because of its recent growth (often
because people are now classifying
themselves as gay when they may not
have in the past)
This market tends to be urban, has
above average income, travels more
than average consumers, and
expresses more interest in the arts
Yet, this segment is heterogeneous
Gay and Lesbian Markets
Research firms are expanding
research into this market
Marketers are having more success
reaching this market with relationship
building marketing activities
Sponsoring gay-oriented events
Advertising in gay-oriented media
Household Characteristics
Projections of U.S. Households by Type
Number of Households Percent Growth
2000 2010 2000-2010
All households 103.2 114.8 11.2%
Family households:
Total 71.7 77.9 8.7%
Married couples 55.5 59.3 6.5%
Female householder 12.3 13.9 13.0%
Male householder 3.9 4.7 20.5%
Non-family households:
Total 31.6 36.9 16.8%
Total female 17.1 19.7 15.2%
Female living alone 15.0 17.3 15.3%
Total male 14.5 17.2 18.6%
Male living alone 11.2 13.4 19.6%
Source: U.S. Bureau of the Census, Projections of the Number of Households and Families: 1995 to 2010, P25-1129.
U.S. Median Income by Households by Type
Median Income % Change in Real

(1997) Income (1989-1997)
All households $37,005 -0.8%
Family households $45,347 1.6%

Married couples 51,681 3.5
Female householder 23,040 3.3
Male householder 36,634 -6.3
Non-family households $21,705 -2.3%

Female householders 17,631 -1.4
Male householders 27,592 -5.0
Source: U.S. Bureau of the Census, Money income in the United States, P60-200.
Changing Roles of Women
Challenge of balancing changing
and multiple roles of women
Soft &
Beautiful, a
hair care
products
company,
recognizes
the many
roles of
women in its
ads.
Female employment
Female employment is increasing
around the world
Employment outside the home
increases income and family buying
power, but it may also increase
expenditures for specific items
Female employment
Female employment is increasing
around the world
Employment outside the home
increases income and family buying
power, but it may also increase
expenditures for specific items
Career Orientation
Career or just-a-job orientation
Reach segments in different media
Time Pressures
As roles outside the home increase,
women have more time constraints
Marketers have developed time-
saving products to appeal to women,
including frozen meals
Marketers have also developed
products to help women enjoy the
time they do have (bubble bath and
home spa products)
Tyson
chicken
developed
Tyson Time-
Trimmers,
pre-cut,
frozen
chicken
strips, to
appeal to
busy women
and mothers.
Time Pressures
As roles outside the home increase,
women have more time constraints
Marketers have developed time-
saving products to appeal to women,
including frozen meals
Marketers have also developed
products to help women enjoy the
time they do have (bubble bath and
home spa products)
Role Overload
Marketing to Women
Marketing to Women
Appealing to the mother category
Various segments exist and they look
at advertising, messages, products,
time, and brands differently
Depending on career orientation,
responsibilities in and out of the
home, time pressures, messages and
ads need to be adapted
Retailers can appeal to women with
special services or extended hours
Changing Masculine Roles
Changing Masculine Roles
Just as womens roles have
changed, so have mens
Men today are more involved in
family and household activities
Men may buy items traditionally
purchased by women (groceries)
Men are portrayed differently in
ads--not just as macho but as
sensitive and caring
Children and Household
Consumer Behavior
Consumer Behavior
Children change dramatically how
the family functions, in terms of
relationships, employment, and
purchases
Children have great influence over
spending power for many items
Children have greater influence
on items for their own use
Consumer Behavior
Children exert direct influence
over parental spending when they
request products and brands
They exert indirect influence when
parents buy products and brands
that they know children prefer
Children influence about $190
billion of purchases in the U.S.
each year
Sundown
developed a
special
Pokemon
vitamin
which it
hoped would
appeal to
mothers
trying to
please their
children.
Consumer Behavior
Children also make their own
purchases with family and their
own money
Children like to shop for candy,
toys, clothing, school supplies,
and other personal use items
Retailers study ways to adapt
specific departments to these
young, but significant, consumers
Computer
manufacturers
have created
computers to
appeal to girls
and boys.
Consumer Behavior
Children learn their consumer
behaviors through socialization
Children learn shopping behaviors
from shopping with parents
Co-shoppers explain to their
children why they buy certain
products over others, thereby,
teaching their children how to
shop
Research Methodology for
Family Decision Studies
Measuring Influences
Measuring Influences
Who was responsible for initial need
recognition?
Who acquired information about
purchase alternatives?
Who made the final decision on
alternative selection?
Who made the actual purchase?
Interviewer Bias
Gender of the interviewer may
influence the roles of husbands and
wives say they play during purchase
Interviewer Bias
Gender of the interviewer may
influence the roles of husbands and
wives say they play during purchase
Respondent Selection
In measuring family buying, it is
necessary to determine who to ask
about family members influences
Results vary depending upon
respondent
Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
Requests for permission to make copies of any part of the work should be
mailed to the following address:
Permissions Department, Harcourt, Inc.
6277 Sea Harbor Drive
Orlando, Florida 32887-6777
Copyright 2001 by Harcourt, Inc. All rights reserved.

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CHAPTER 12

Family and Household

User: person(s) who uses the product

A Purchase Decision Maker

One Some All

All households 103.2 114.8 11.2%

Median Income % Change in Real

All households $37,005 -0.8%

Family households $45,347 1.6%

Non-family households $21,705 -2.3%

Copyright 2001 by Harcourt, Inc. All rights reserved.

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