PRESENTATIONON FAMILY DECISION-MAKING

-Aman Gupta

FAMILY DECISION-MAKING

FAMILY Two or More Persons related by blood or

marriage Reside with each other

Functions of a family

HOUSEHOLDS& FAMILY

FAMILY AND OTHER GROUPS

Family Other Groups

Marriage or Birth Job or Task

Permanent Contractual

Interpersonal-Relations Oriented

Goal-Oriented

Co-operative Competitive

TRADITIONAL FAMILY LIFE CYCLE: The Bachelor stage Newly Married Couple Full nest 1 Full nest 2 Full nest 3 Empty nest 1 Empty nest 2 Solitary survivor ( retired)

BACHELORS

NEWLY MARRIED COUPLES

FULL NEST-I

FULL NEST-II

FULL NEST-III

EMPTY NEST-I

EMPTY NEST-II

MODERNISED LIFE CYCLE:

RELATIONSHIP B/W FAMILY LIFE CYCLE AND CONSUMER BEHAVIOR:

It reveals many consumption differences across the households progressing life cycle stages and helps in analyzing needs wants and demands through out the different stages

FAMILY PURCHASING DECISIONS:

1. ROLE STRUCTURE a) Instrumental and expressive roles b) Purchasing process roles Initiator Influencer Information gatherer Decision maker Purchaser Gate keeper

CONT…

2. Power Structure

a) Purchase influence pattern b) Alternative decision making RoleStructure (INTIATION,SEARCH & EVALUATION &

DECISION MAKING)

PURCAHSE INFLUENCE PATTERN

Autonomic Husband Dominant Wife Dominant Joint

Marital roles

in products

Wife dominant:

Women clothingWomen jewelry

Cosmetics Daily needs

products

Husband Dominant:

Sporting Equipments

Men’s business clothing

hardware's

Autonomic :

Toys and gamesBaby products

Luggage or other durables

Joint sync:

Home appliancesVacations

&Financial Products

WIFE DOMINANT AD

HUSBAND DOMINATED

Strategies To Resolve Conflict

CONT….

3.Stage in family purchase decision

4. Family-specific characteristics: Culture Social class Stage in life-cycle Geographical location Children Marriage

INTERGENERATIONAL-INFLUENCES Parents influence ------Children consumer behavior

Children influence----- parents buyer behavior

Children influence tactics-Pressure tacticsUpward tacticsExchange tactics ,, Rational persuasion

MARKETING IMPLICATIONS OF FAMILY PURCHASING DECISION:

McDonald’sTanishqMulti-Plex

ADVANTAGES TO STUDY FAMILY LIFE CYCLE It provides the view to consumption at

different stages of FLC For making the promotions & channel more

effective Tool for segmentation in market

QUERIES????

Thank You...