Family Dynamics
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AND CONSUMPTION BEHAVIOR
FAMILY
Group of individuals living together who are related by MARRIAGE, BLOOD OR ADOPTION.
HOUSEHOLD
single person living alone or a group of individuals who lives together in a common dwelling regardless of
whether they are related
TYPES OF HOUSEHOLDS
NUCLEAR FAMILY
EXTENDED FAMILY
Household consist of married
couple and their children
Household consist of nuclear
family and relatives such as
grandparents, aunts, uncles,
and counsins.
NON-TRADITIONAL FAMILY
Household consist of individual or group of peoples who lives together
under one roof who are not related by married, blood or adoption. For
example, delayed marriage and cohabitation, same sex or transgender,
and single-person households.
FAMILY LIFE CYCLE
BACHELORHOOD
HONEYMOONERS
PARENTHOOD
POST-PARENTHOOD
DISSOLUTION
Young single adult
who lives away from
parents.
Childless married
couples.
Married or unmarried
couples with children
staying in the
household.
Married or unmarried
couples with children
staying on their own.
Death of a spouse or
partner.
Idea arranged by: Norkhazzaina Salahuddin, PhD
FAMILY PURCHASE ROLES
ROLES OF SPOUSES
ROLES OF CHILDREN
In family consumption decisions, more than 1 individual
involved in consumptions and acquisition process.
Husbands and wives roles on the consumption decision-making
is differ based on preferences and the couple’s relationship.
5 COMMON ROLES
Initiator: Family member who first recognized a need for consumption
and start the decision-making process.
Information Gather: Family members who seek information at different
times or different aspects of the consumption.
Influencer: Family members who influences the choices evaluated,
criteria considered and the final choice.
Decision-maker: Family members who actually purchases the product.
User(s): Family members who actually use the goods or services.
Multiple users are possible.
AUTONOMICDECISION
HUSBANDDOMINANT
WIFEDOMINANT
Made primarily by male
head-of-the household.
Made primarily by female Decision equally likely to
be made by husband and
head-of-the household.
wife but not by both
JOINTDECISION
Decision is jointly made
by both spouses and
agreed by both parties.
Children influence households consumption through
their influences, target market and potential future
market. 7 common influence tactics used by children:
Pressure: Form the pressure condition like cry openly and
misbehave until they get what they want.
Upward appeals: Persuade parents by stating the consumption is
supported by their teachers or relatives.
Exchange: Persuade parents by offering exchange of favor.
Coalition: Seek assistance from other family members to persuade
their parents.
Rational persuasion: Persuade parents through logical arguments.
Inspirational appeals: Persuade parents by showcasing emotional
request.
Consultation appeals: Involves parents in decision-making to
persuade their parents.
CONSUMER SOCIALIZATION
Process by which young people learn to become
informed and skilled consumers in a marketplace. It
involves acquiring skills, knowledge, and attitudes
relevant to their role as consumers through
interaction with family, peers, and media.
PARENTING STYLES AND CONSUMER
SOCIALIZATION
OBSERVING (12 - 15 months)
MAKING REQUEST (2 years)
COMPONENTS OF CONSUMER
SOCIALIZATION
Consumer Skills: It involves the abilities and techniques
acquired by individuals to function effectively in marketplace
activities like understanding money management, price
comparison and product evaluation.
Consumption-Related Preferences: Development of individual
tastes and preferences over time regarding products and
services like brand choices and loyalty.
Consumption-Related Attitudes: Mental and emotional
positions held by consumers towards the marketplace,
consumerism, and material possessions like spending, saving,
brand perceptions.
MAKING SELECTION (3 and half years)
ASSISTED PURCHASES (5 years)
Adapted: Karrane et al., (2015)
CONCLUSION
Family consumption decision-making influence by three factors: role
specialization of different family members, degree of involvement in the
decision-making process and personal characteristics of the family
members. But family decision-making usually face the disagreement
between family members. The resolution tactics includes bargaining,
impression management, use of authority, reasoning, playing emotion and
additional information.
INDEPENDENT PURCHASE (8 years)
MALAYSIAN FAMILY LANDSCAPE
Department of statistics Malaysia reported that nuclear family slightly increase by 2023 and extended family
decreased to 18.5% in 2023. Meanwhile, single person household increased.
2013
64.1%
Nuclear
Family
2023
66.2%
Nuclear
Family