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This presentation is on how family structure has been changed in last many years and how marketeers target it i.e. earlier joint family culture was there but now nuclear family culture is existing. A dinning table which used to be with 8 chair, now have only 4 chairs. From villa to apartments. Then stages. Demand changes wit respect to change in age. A 7 year old boy wants a good leather bat but when he attain age of 21, his demand changes, now he want to look professional or say showoff and now wants to have good laptop, mobile etc but when he attains age of 28, his demand again changes. In this ppt we have shown example of a young girl who want to carry fragrance like a queen i..e in teen age , study says the teenagers try to attract people, they want to get attention of all and for this they try to do everything which can make them the center of attraction for all. In teen age we act like as it happens in fairy tales. Now second example is of veet which say that when you grow up, you start taking much care of yours, you come out of fairy tales life and you actually start doing what you actually desire. Same way example of Gillette, and Axe.
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FAMILY STRUCTURE AND STAGES
By-
-Saurabh Shukla-Hafsa Taj-Tulika Chopra-
-Richa
-Sweta Singh
-Akshat Jain
-Ankit Kanaujiya
IMPORTANCE OF FAMILY INFLUENCE ON CONSUMER BEHAVIORS
Family- Not Just a type of small group but one that is often predominant in its influence over consumer behavior.
Primary Group
Reference Group
CLUB MED
FAMILY LIFE CYCLE
Concept of families or household life cycle has proven very valuable for the marketer, especially for segmentation activities.
Traditional life-cycle stages-
The bachelor stage- young, single people
Solitary Survivor I- Old
Single People in labor force
Newly married couple-no children
Full Nest I- young married couple with youngest child under 6
Solitary Survivor- Old Retired Single
People
Full Nest III- old married couple with dependent
children
Empty Nest- OMC with no children and household head is in labor
force
Full Nest I- young married couple with youngest child above 6
Empty Nest- OMC with no children and household head retired
SANDALS- WEDDING BY COLOR
CHANGING FAMILY STRUCTURE
From joint family to nuclear family. Family of four to five to family of one. DINK system. Live-in relationship. Ole People are living separate now.
Puravankara-Apartment for old age people
M0DERNIZED FAMILY LIFE CYCLE
FAMILY PURCHASING DECISION
Role Structure Power Structure Stages In decision making process
Family Specific Characteristics
Instrumental and expressive role
Purchase Influence Pattern
Family specific characteristics
Changing female roles
Purchase Process Role Alternative Family Decision making structure
Marketing Implications of family purchasing decisions
Changing male roles
Role Load Strategies to resolve conflict
Changing role and family purchase decision
STAGE
HOW MARKETERS DEAL WITH IT?
DO THEY HAVE DIFFERENT MARKETS FOR THEM?
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