Documente Academic
Documente Profesional
Documente Cultură
17/U/2639/MBA
OYITE DANIEL
QUESTION
1. Explain the Role of family
2. Differentiate between traditional and Non-Traditional types of families
3. Explain the role of family in buying
1.0 Introduction
A family is a group of two or more persons related by blood marriage or adoption
who reside together . The family into which one is born is called the family
orientation, whereas the one established by marriage is the family procreation .
Consumer behaviour is influenced not only by consumer personalities and motivations,
but also by the relationships within families (family is a familiar social unit).In a family,
members must satisfy their individual and shared needs by drawing on a common and
shared, relatively fixed supply of sources.
Although the family is a reference group, it is treated separately because of its special
importance. The family usually is the most significant primary group for the consumer,
exerting a stronger and more wide-ranging influence on lifestyles and purchasing
behavior. The actual influence within the family, however, depends very much on the
type of product or service being purchased.
The husband, wife and children influence each other and are influenced by others.
2.0 Types of family
Individuals are members of a number of kinds of families. They could be members
simultaneously of an extended family and a nuclear family. This can create confusion
for marketers in understanding the family decision making unless each type of family
is not clearly distinguished. In the following few paragraphs, we shall discuss different
types of families:
Nuclear Family- This is the basic form of family. It is found in almost all societies.
Two parents and their children constitute the nuclear family
The Extended Family- The extended family includes relatives other than parents and
their children, spans all generations of living members, and derives from the nuclear
family. This type of family may include grandparents, greatgrandparents, aunts and
uncles, cousins, step-relatives, and in-laws.
Studies have been presented that provide new perspective and insights into the
complexities in family relations. The main argument in the studies is that family life
that has been presented as the ideal joint venture between a man and woman in based
on a gender ideology that has several problems.
Research is presented that suggests female and male parents have expectations, beliefs
and practices that are rooted in traditional and complimentary gender notions. Edgell
and Docak (2007) have referred to the ideal family as a "cultural schema [with]
interrelated idea and symbols that shape a cultural repertoire ... in which men and
women discuss and shape their family life.
4. 0 Family Life Cycle and Buying Roles
It is important for a marketeer to know the family structure and its consumption
characteristics and should be able to understand the family which is a subset of a
household. A household is made up of persons who live and occupy a housing unit.
These include both, nuclear and extended families.
A household is a basic consumption unit for most consumable goods. Major items such
as housing, automobiles, electrical appliances, washing machine, etc. are used more by
households than individuals. In a household, many items can be shared and possessed,
whereas individuals some times do not posses many such items individually.
5.0 Family buying influences
Family is a social group. It is also an earning, consuming and decision-making unit. All
purchases are influenced by family members. Family is a closely-knit unit, and the
bonds in a family are more powerful than in other groups.
A reciprocal influence operates in all family decisions. There are three main influences
which are father, mother and other family members. Every member has his own
motives, beliefs and predisposition to the decision process. Every member is influenced
and influences other family members.
Consumer socialization
Is the process by which young people acquire the skills, knowledge and attitudes
relevant to their functioning as consumers. Interactions take place in a family which
develops tastes, preferences, shopping styles, choice of clothes to wear.
These influence the learning mechanism and the result is a socialised consumer.
Advertising and promotional activities have a strong influence on consumer
socialisation. It can also be done by the family members through:
(a) Instrumental training: In this the parent teaches the children the value of food,
which to consume which to keep away from. What choice is to be made for
clothes, what products to refrain from. How to avoid dysfunctional behaviour.
(b) Modeling: When a child learns the behaviour by observing others. It can be
consciously or subconsciously learnt. One such example is smoking.
(c) Mediation: To make the children realise the facts by discussion, or by
demonstration, or by any other method available.
BackgroundFactors
Socialisation Learning
Background
By this we mean that children learn from their fathers and forefathers. A child is
influenced through generations, which develop religious and cultural values. The
attitudes are developed towards sports, leisure, education, social life. This is known as
the intergenerational carry over. Children learn to use products and services used by
their family members, mostly parents and grand parents and some take pride in it too.
Family Decision-making
CONCLUSION
Quite a few number of studies have found relationships between family life cycle stages
and buying differences. The purchasing behavior of a family changes as it progresses
through its life cycle. Consumer’s arrival at each stage of the life cycle initiates needs
for new classes of products. When single persons move into a separate apartment, they
need to buy basic household equipment. When these persons marry, there is a need for
more furnishings, and the arrival of children triggers a host of baby related purchases.
In a nutshell, it is very important for the marketers to take family aspects into
consideration as most of the products are aimed at families. Not that a particular product
will be used by all in the family, but there are products that are used jointly by the
family members.