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Consumer Behavior > Lesson 8 Videos > Flashcards

Lesson 8 Videos Flashcards

1
Q

Many products are purchased by

A

a family unit instead of just an individual

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2
Q

Individual’s buying decisions may be heavily influenced by

A

other family members.

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3
Q

How families make purchase decisions depends

A

on the roles of the various members in the purchase and consumption, as well as the influence of buying decisions.

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4
Q

Some products are bought by individuals and used by other family members, meanwhile…

A

others are bought by individuals for themselves, while others are bought jointly, etc.

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5
Q

Family:

A

a group of two or more persons related by blood, marriage, or adoption who reside together.

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6
Q

Nuclear family:

A

immediate group of father, mother, and child(ren) living together.

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7
Q

Extended family:

A

nuclear family, plus other relatives such as grandparents, uncles and aunts, cousins, and parents-in-law.

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8
Q

Family of orientation:

A

family into which one is born.

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9
Q

Family of procreation:

A

family established by marriage.

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10
Q

Some families are extending these definitions to include

A

pets.

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11
Q

Anthropomorphism

A

A technical term when human beings give animals human form and human personality.

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12
Q

What is the most common pet in the U.S.?

A

Fish

An estimated 171 million (or more) freshwater fish are kept as pets in the states.

Easy to care for and relatively inexpensive, fish are ideal for most families seeking a pet.

Fish also take up a relatively small amount of space, perfect for apartment life.

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13
Q

Household:

A

all persons, both related and unrelated, who occupy a housing unit

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14
Q

Nonfamily households include

A

Elderly persons living with nonfamily members
Persons of the same/opposite sex sharing living quarters
Friends living together
Same-sex couples

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15
Q

Average family size =

A

3.1 people

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16
Q

Average household size =

A

2.6 people

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17
Q

Families are the _____ single category of households.

A

largest

(approx 70%).

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18
Q

Rapid rise in the number of

A

nontraditional families and non-family households.

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19
Q

Any of these types of households may or may not include

A

children.

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20
Q

Buying behavior is best described by the term

A

consumer unit (CU) or minimal household unit (MHU).

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21
Q

Non-family households are those with

A

single adults, those with elderly people living with non-family members, friends living together, same sex couples, etc.

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22
Q

How many married couples are in the US?

A

There are 62 M married couples in the US

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23
Q

Structural variables affecting families and households:

A

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.

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24
Q

Marketers frequently refer to resilient families who

A

emphasize time spent together through family traditions, rituals, and celebrations.

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25
Q

Gift giving and family holidays are increasing in importance.

A

Physical movement of large gifts have become difficult leading to increased sales of gift certificates, gift cards, and Internet gift purchases.

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26
Q

Many retailers generate ___ of their annual sales from Christmas, etc.

A

50%

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27
Q

Families use products purchased by

A

individuals.

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28
Q

Determining what products should be bought at which retail outlet, how and when products are used, and who should buy them, is

A

a complicated process involving a variety of roles and actors.

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29
Q

Individual roles in family purchases

A

Initiator/gatekeeper

Influencer

Decider

Buyer

User

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30
Q

Initiator/gatekeeper

A

initiator of family thinking about buying products and gathering information to aid decisions.

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31
Q

Influencer

A

individual whose opinions are sought concerning criteria of purchase and which products or brands are most likely to fit those criteria.

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32
Q

Decider

A

person with the financial authority or power to choose how the family’s money will be spent and on which products and brands.

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33
Q

Buyer

A

person who acts as the purchasing agent by visiting the store, calling suppliers, writing checks, bringing products into the home and so on.

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34
Q

User

A

person or persons who use the product.

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35
Q

Family members commonly play _____ roles in the family.

A

multiple

(eg: influencer, buyer & user)

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36
Q

Different family members will assume different roles depending on

A

the situation and product.

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37
Q

Children may be influencers and users for items (such as cereals and toys) while parents may be the

A

decider and the buyer.

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38
Q

Family marketing

A

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.

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39
Q

Identifying different purchaser-consumer relationships:

A

Who’s buying for whom?
Who are the principal characters?
What’s the plot for the purchase?
Who wants what when?
What can we assume?

Eg: the restaurant industry typically focuses on marketing to the family as a single unit. McDonald’s has been very successful being ‘kid focused’.

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40
Q

Spousal roles in buying decisions

A

Autonomic

Husband dominant

Wife dominant

Joint (syncretic)

41
Q

Autonomic

A

an equal number of decisions is made by each spouse, but each decision is individually made by one spouse or the other.

42
Q

Husband dominant

A

the husband or male head-of-household makes a majority of the decisions.

43
Q

Wife dominant

A

the wife or female head-of-household makes a majority of the decisions.

44
Q

Joint (syncretic)

A

most decisions made with nearly equal involvement by both spouses.

45
Q

KGOY

A

Kids Growing Older Younger

Sociological/anthropological pop culture phenomenon

A 4yr old is already as savvy as mature in terns of shopping awareness. Behaves like a 14 yr old of the previous generation.

46
Q

Keep in mind, the terms ‘husband’ & ‘wife’ apply to

A

roles performed by members of the household & may exist even though the family members may not be married.

47
Q

Marketers evaluate which types of products are typically purchased by

A

wives, husbands, or jointly.

48
Q

Marketers can determine which attributes of specific products to

A

advertise to different household members.

Which media will best reach the most influential family member?

Which ad appeals are most effective?

49
Q

DINKS

A

Dual-Income, No Kids Family

50
Q

DEWKS

A

Dual-Employed With Kids

51
Q

When passing through the different stages of the decision process, spouses exert different degrees of

A

influence

52
Q

Movement from ‘information search’ to final decision may be minimal for

A

many low-involvement goods and more pronounced for goods that are risky or have high involvement for the family.

53
Q

The decision process tends to move toward ___ _____ and away from ___ _____ as a final decision nears.

A

joint participation, autonomic behavior

54
Q

More women working outside the home changes how spousal roles have affected

A

how couples divide their buying responsibilities

55
Q

As the gender gap narrows, decisions are increasingly made

A

jointly

56
Q

Due to waning gender identification of products, marketers are transitioning gender-dependent products to a

A

dual-gender positioning

57
Q

A nationwide survey of 1,000 fathers conducted by Yahoo and market research firm DB5 said 45 percent men were the

A

primary grocery shoppers in their household.

58
Q

Family life cycle (FLC) :

A

the process of families passing through a series of stages that change them over time.
The concept may need to be changed to household life cycle or consumer life cycle to reflect changes in society.

59
Q

How many primary stages in the FLC have been identified?

A

Eleven, but households do not necessarily go through all stages.

60
Q

Which FLC stages families go through is based in part on

A

their lifestyle choices.

61
Q

FLC affects

A

demand for many products.

62
Q

Descriptions of life stages can be combined with additional information about consumer markets to

A

analyze consumer’s needs, identify niches, and develop consumer-specific marketing plans.

63
Q

FLC helps explain how families ___ ___ ___ and can identify ___ ___ ___ when modified with market data.

A

change over time, core target markets

64
Q

the FLC is an important predictor of

A

family or household spending.

65
Q

In the last decade, consumers have changed their household spending from

A

“things” to “services”.

66
Q

Marketers must evaluate how changes in family and household structures affect…

A

marketing strategy.

What is the structure of contemporary families?

How is that structure changing?

How does structure affect the various stages of the consumer decision process?

67
Q

Marriage Trends

A

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 effects on markets for household products, homes, counseling, travel, etc.?

68
Q

Boomerang Kids

A

Kids who leave home and boomerang right back to their parents.

69
Q

Sandwich Generation

A

People in their 30s, 40s, 50s

in-between 2 generations (taking care of kids and parents)

Lot of constraints on budget/money

70
Q

The Singles Boom

A

Rise in number of single households in developed nations

Co-habitating singles are the fastest growing segment of singles market

71
Q

Mature Singles

A

In the U.S., 61 percent of the singles market is made up of women, with a median age of 68 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, social activities

72
Q

The average household size has fallen in
.

Marketers are increasingly interested in 	single-parent households because of their 	rapid growth.
A

most industrialized countries.

73
Q

One person households account for ___ of all households

A

25%

74
Q

Non-family households are projected to grow more ___ than families over the next few ___, but the ___ incomes are found among ___ households.

A

rapidly

decades

highest

family

75
Q

Female consumers ___ male consumers as women tend to live longer than men do.

A

outnumber

76
Q

Women represent a greater proportion in the population…

A

improved purchasing ability, and assume greater importance in the workplace.

77
Q

Female employment is ___ around the world.

A

increasing

78
Q

Employment outside the home increases ___ and ___, but it may also increase expenditures for specific items such as ___.

A

income

family buying power

child care, clothing, food away from home, and gasoline

79
Q

Career or “just-a-job” orientation.

A

Reach segments though different media.

80
Q

As roles outside the home increase, women have less

A

leisure time.

81
Q

Marketers have developed time-saving products to appeal to women, including

A

convenience foods.

82
Q

Marketers have also developed products to help women enjoy the

A

leisure time they do have.

83
Q

Role Overload exists when

A

the total demands on time and energy associated with prescribed activities of multiple roles are too great to perform roles adequately or comfortably.

84
Q

As women contribute more to family income, they expect a more equal division of

A

the household responsibilities.

85
Q

Marketing to Women

A

Appealing to the “mother” category

Different segments exist and they look at advertising, the Internet, 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

86
Q

Changing Masculine Roles

A

Men are more involved in family functions and household activities

Men may buy items traditionally purchased by women (groceries)

Many men are achieving gender role transcendence and use products previously seen as “feminine”

87
Q

Children change dramatically how the family functions, in terms of

A

relationships, employment, and purchases.

88
Q

Children reduce parents’ participation in the

A

labor force, change how families spend their money and reduce the amount of time and money available for leisure.

89
Q

Children influence about ___ of purchases globally each year.

A

$1.9 trillion

90
Q

Children exert ___ ___ over parental spending when they request specific products and brands.

A

direct influence

91
Q

Children exert ___ ___ when parents buy products and brands that they know children prefer without being asked or told to make a specific purchase.

A

indirect influence

92
Q

Children also make their own purchases with ___ ___ or with their own.

A

family money

93
Q

Children like to shop for

A

candy, toys, clothing, school supplies, and other personal use items.

94
Q

Retailers study ways to adapt specific departments to

A

these young, but significant, consumers. (children)

95
Q

Children learn their consumer behaviors through…

A

socialization.

96
Q

Children learn shopping behaviors from shopping with…

A

parents.

97
Q

Co-shoppers

A

They explain to their children why they buy certain products over others; thereby, teaching their children how to shop

98
Q

Metrosexual

A

A man who is meticulous about his grooming and appearance, typically spending a significant amount of time and money on it.

99
Q

Children average just over ___ store visits per year.

A

180

Consumer Behavior (16 decks)

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