台大消费者行为cb 12 family

2002/05/22Ch121FamilyandHouseholdInfluences2002/05/22Ch122OverviewFamilyandHouseholdFamilyLifeCyclesHouseholdDecisionRolesChildrenandHouseholdConsumerBehavior2002/05/22Ch123TheImportanceofFamiliesandHouseholdsonConsumerBehaviorManyproductsarepurchasedbyafamilyunitIndividual’sbuyingdecisionsmaybeheavilyinfluencedbyotherfamilymembers2002/05/22Ch124WhatisFamilyFamily:agroupoftwoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogetherNuclearfamily:mother,father,andchild(ren)livingtogetherExtendedfamily:nuclearfamily+relativesFamilyoforientation:one’sbirthfamilyFamilyofProcreation:familyestablishedbymarriage2002/05/22Ch125WhatisHouseholdHousehold:allpersons,bothrelatedandunrelated,whooccupyahousingunitNonfamilyhouseholdsinclude:peoplelivingalonePOSSLQs(PersonsofOppositeSexSharingLivingQuarters)FriendslivingtogetherSamesexcouples2002/05/22Ch126FamilyLifeCycleFamilylifecycle(FLC):theprocessoffamiliespassingthroughaseriesofstagesovertimeFLCisanimportantpredictoroffamilyorhouseholdspending2002/05/22Ch127YoungSinglesNewlyMarriedCouplesFullNestI,II,IIIMarried,NoKidsOlderSinglesEmptyNestI,IISolitarySurvivorRetiredSolitarySurvivorLifeStageActivitiesandBehaviors2002/05/22Ch128SomeCommonTransitionsMARRIEDCOUPLE;NOCHILDRENMARRIEDCOUPLE;CHILDRENMARRIEDCOUPLE;CHILDRENLEFTSINGLEPARENT;MINORCHILDRENECONSTITUTEDFAMILIES;POSSIBLENEWCHILDRENORONESFROMPRIORMARRIAGESINGLE;ALONEORWITHROOMMATES2002/05/22Ch129HouseholdDecisionRolesBUYERUSERINFLUENCERINITIATOR/GATEKEEPERSWISS!2002/05/22Ch1210TheFamilyMarketingModelOneSomeAllConsumerMemberMembersMembersOneMemberSomeMembersAllMembersAPurchaseDecisionMaker451672389Source:RobertBoutilier,“PuttingtheFamily’sStrings,”AmericanDemographics(April1993),46.2002/05/22Ch1211RoleBehaviorSpousalrolesinfamilypurchases•Autonomic:anequalnumberofdecisionsismadebyeachspouse,buteachdecisionisindividuallymadebyonespouseortheother•Husbanddominant:thehusbandormalehousehold-headmakesamajorityofthedecisions•Wifedominant:thewifeorfemalehousehold-headmakesmostdecisions•Joint:mostdecisionsmadebyboth2002/05/22Ch1212ChildrenandHouseholdConsumerBehaviorChildrenarespendingmoremoneyChildrenhavemoreinfluenceonpurchasedecisionforproductsfortheirownuseChildrenhavedirectinfluenceonspecificproductsandbrandsChildrenhaveindirectinfluenceontheirparent’spurchasesChildrenaremakingfamilypurchases2002/05/22Ch1213HouseholdTypeDeterminetheNatureofChildren’sInfluenceAuthoritarianhousehold集權家庭Neglectfulhousehold冷漠家庭Democratichousehold民主家庭Permissivehousehold寬容家庭