family life cycle

1. PRESENTATION
ON
FAMILY DECISION-MAKING
-Aman Gupta

2. FAMILY DECISION-MAKING

3. FAMILY
 Two or More Persons related by blood or
marriage
 Reside with each other

5. Functions of a family

6. HOUSEHOLDS
&
FAMILY

7. FAMILY AND OTHER GROUPS
Family Other Groups
Marriage or Birth Job or Task
Permanent Contractual
Interpersonal-Relations Oriented Goal-Oriented
Co-operative Competitive

8. 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)

9. BACHELORS

10. NEWLY MARRIED COUPLES

11. FULL NEST-I

12. FULL NEST-II

13. FULL NEST-III

14. EMPTY NEST-I

15. EMPTY NEST-II

16. MODERNISED LIFE CYCLE:

17. 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

18. FAMILY PURCHASING
DECISIONS:
1. ROLE STRUCTURE
a) Instrumental and expressive roles
b) Purchasing process roles
 Initiator
 Influencer
 Information gatherer
 Decision maker
 Purchaser
 Gate keeper

19. CONT…
2. Power Structure
a) Purchase influence pattern
b) Alternative decision making Role
Structure (INTIATION,SEARCH & EVALUATION &
DECISION MAKING)

20. PURCAHSE INFLUENCE PATTERN
 Autonomic
 Husband Dominant
 Wife Dominant
 Joint

21. Marital
roles
in products
Wife dominant: Husband Joint sync:
Dominant: Autonomic :
Women clothing Home
Sporting Toys and games
Women jewelry appliances
Equipments Baby products
Cosmetics Vacations
Men’s business Luggage
Daily needs &
clothing or other
products Financial
hardware's durables
Products

22. WIFE DOMINANT AD

23. HUSBAND DOMINATED

24. Strategies To Resolve Conflict

25. CONT….
3.Stage in family purchase
decision
4. Family-specific characteristics:
 Culture
 Social class
 Stage in life-cycle
 Geographical location
 Children
 Marriage

26. INTERGENERATIONAL-INFLUENCES
 Parents influence ------Children
consumer behavior
 Children influence----- parents buyer
behavior
Children influence tactics-
Pressure tactics
Upward tactics
Exchange tactics ,, Rational persuasion

27. MARKETING IMPLICATIONS
OF FAMILY PURCHASING
DECISION:
McDonald’s
Tanishq
Multi-Plex

28. 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

30. QUERIES??
??

31. Thank
You...