Shauna Heynen
Vicky Shen
Table of Content
 Introduction
 Family Decision Making
 Individual Decision Making
 Differences
 Similarities
 Marketing to Families
 Conclusion
 Every family is unique.
 There is no decision that can work
for all families.
 It is important for marketers to
know how families make consumer
decisions.
 Modern Family
 The new meaning of




household
Age of the family
Family size
Non-traditional family
structures
The people living at home
 The Family Life Cycle Model (FLC)
 Can provide a clear image of what the target market
is to the marketers.
 Examples:


on average younger households spend less money on products
and services
new formed families without children are willing to spend
more time and money on entertainment and social life
 Type of Decisions
 Consensual purchase decision:

Members agree on desired purchase
 Accommodative purchase decision:

Members have different preferences or priorities and
cannot agree on a purchase
Family Decision Making (cont.)
 Families Decision Roles:
 Pre-purchase Stage:
 Initiator
 Information gatherer
 Gatekeeper
 Influencer
 Purchase Stage:
 Decision maker
 Preparer
 Buyer
 User
 Post-purchase Stage:
 Maintainer
 Disposer
Family Decision Making (cont.)
 Decision Makers
 Autonomic decision

When one family member chooses a product
 Syncratic Decision

When the family jointly makes a decision
 Four Factors Determine the Degree to Which Decisions
will be Made Jointly by One or the Other Spouse




Sex-role stereotypes
Spousal resources
Experience
Socioeconomic Status
Individual Decision Making
 Decision Making
Process:
 Need Recognition
 Information Search
 Evaluate the Alternative
 Purchase Decision
 Consumption and Learning
Individual Decision Making (cont.)
 Types of Decisions:
Differences
Family Decision Making
 More than one person will be
participate in any stage of
problem-solving sequence
 2 basic types of decisions:
 Consensual purchase decision
 Accommodative purchase
decision
Individual Decision Making
 Individuals only have to make
decisions for themselves
 A continuum scale is used to
evaluate types of consumer
decisions:
 Habitual decision making
 Limited problem solving
 Extended problem solving
Similarities
Family Decision Making
 Same Decision Making Process:
Individual Decision Making
 Same Decision Making Process:
 Need Recognition
 Need Recognition
 Information Search
 Information Search
 Evaluate the Alternative
 Evaluate the Alternative
 Purchase Decision
 Purchase Decision
 Consumption and Learning
 Consumption and Learning
Marketing to Families
 Marketers must attempt to create a need for a product for
two or more people.
 Use the Family Life Cycle
 Discovering who the FFO is
 Family Financial Officer
 Children can be very influential on the products being
consumed
Commercials & Ads Marketed to
Families
 Families are ever evolving unique groups
containing two or more people
 Tradition family to the Modern family
 Marketers have developed certain criteria and
tricks
Solomon M. R., Zarichowsky J. L., Polegato R., (2005)
Consumer Behavior 3rd Edition
You Tube LLC, 2007,. (July 30,2007)
http//:youtube.com
Questions ?