Household Structure & Consumer Behaviour

Question 1

Define Household

Answer 1

• basic consumption unit for most consumer goods

- rarely independent

Question 2

List types of Family Households

Answer 2

• Single Parents
• Extended Family
• Nuclear Family
• Grandparents

Question 3

Changes in Household Structures

Answer 3

• Family slow growth rate
• Single parents/ Non fam households faster growth
• Same Sex marriage

Question 4

Household Growth Patterns -

Answer 4

• age 45-54 (luxury house items)

- single parents (convenience)

Question 5

The Household life cycle

Answer 5

Brainstorm

Question 6

Types of people in the House

Answer 6

• Information gather - expertise/interest
• Influencer - children/teens
• DM - parents
• Purchaser - adult/teen
• Consumer - multi

Question 7

Marketers should target:

Answer 7

information gatherers and influencers > users

Question 8

Types of Decision Making

Answer 8

HD DM: cars, alcohol, life insurance

WD DM: furniture, food, appliances

Syncretic DM: both; house, living-room furniture, holiday

Autonomic DM: either; wine, some households

Question 9

Marketers should:

Answer 9

focus on indirect influence

-parent might purchase food at grocer that they know their child likes

Question 10

Define Role Specialisation

Answer 10

diff members with diff types of purchases depending on their expertise/experience

Question 11

List the 6 approaches to Conflict Resolution.

Answer 11

1. Bargaining
2. Impression Management
3. Use of Authority
4. Reasoning
5. Playing on emotions
6. Additional Info

Question 12

5 general conclusions on Household DM:

Answer 12

1. Diff members involved in diff stages of decision process
2. Diff members evaluate diff attributes of product/brand
3. Collective decisions > direct involvement
4. Conflict arise due to product category -> function of characteristics of IND
5. Agreement > OC

Question 13

Define Consumer socialisation

Answer 13

How young ppl acquire skills, knowledge and attitudes relevant to their functioning as consumers in the market place.

Question 14

What are the ethical issues with ads to children?

Answer 14

Limited learning capacity

1. generates intra-fam conflict
2. Affect child’s values
3. Affect child’s health/safety
4. Ability of child to evaluate persuasive ads

Question 15

How to solve child ad issues?

Answer 15

• limit # of mins for ads to air during children’s tv
• no ads allowed for pre-school aged children
• limited fast food ads

Question 16

How fam can influence children?

Answer 16

• Instrumental training (e.g. teaching kid about nutrition)
• Modelling: child observes
• Mediation: fam alters child’s initial interpretation of ad

Question 17

How can marketers succeed with advertising to children?

Answer 17

By influencing child in manner consistent with values of the fam.

Question 18

Current and future trends?

Answer 18

• waste mgmt: recycle/reuse
• pets
• inf/comm. tech adoption rates are higher w/ higher socioeconomic status