Bài giảng Consumer Behaviour - Chapter 13 Household Structure and Consumption Behaviour

Chapter 13 Household Structure and Consumption BehaviourNature of Australian householdsStages in the household life cycleHouseholds also undertake purchase-related decision makingThe link between household and consumer socialisationTrends relating to household consumption1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypes of HouseholdsHousehold designates a variety of distinct social groupsFamily household two or more related persons, who live and eat in private residential accommodationNon-family householdhouseholders who either live alone or with others to whom they are not related2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsInfluence of Household Consumption on Marketing StrategyChanges in Household Structure(the average size of household and family units)Household Life CycleYoung (under 35)Single Iyoung marriedfull nest Isingle parent IMiddle-aged (35–64)Single IIdelayed full nest IIfull nest IIsingle parent IIempty nest IOlder (over 64)single IIIempty nest II5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsStages in the Household Life CycleYoung Single StageTwo subgroupsLiving at homeIndependent7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsYoung Married: No Children StageHigh level of disposable incomeOften DINKs8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsFull Nest I: Young Married with Children StageOne partner stops workingAbout 61% keep dual income9Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSingle Parent I: Young Solo Parent StageOne in four marriages end in divorceA high proportion of divorced males remarry (64.2% of males in 1988 compared to 26.1% of females)Latest figures:  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMiddle-Aged Single II StageSmall group of the populationHigh disposable incomeTravel often11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDelayed Full Nest I: Older Married with Young Children StageMany have delayed having children until their thirtiesThey have a high income and have acquired more capital and possessionsThey outspend all groups on childcare, mortgage repayments, home and garden maintenance, and household furnishingsHigh non-child spending e.g. food, alcohol, entertainment and savings12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsFull Nest II: Middle-Aged Married, with Children at Home StageOlder childrenHeavy consumer of lessons and clothingNeed larger homes13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSingle Parent II: Middle-Aged Single with Children at Home StageFinancially burdened groupOlder children take on significant household responsibilitiesTypically female (5 times male number)14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsEmpty Nest I: Middle-Aged Married with No Children StageTypically dual incomeTime poor, cash richSpend on dining out, holidays, services15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsEmpty Nest II: Older Married Couple StageEither still working or fully retiredFinancial situation in decline16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsOlder Single III StageTypically femaleGrowing segment as baby boomers age17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsA Product Targeted at the Older Single MarketHousehold Life Cycle and Social ClassA useful segmentation is household life cycle and social classPeople from different social classes have similar problems but seek varying solutions19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsHousehold Life Cycle/Social Stratification MatrixTargeting Communications at ‘Influencers’ and ‘Information Gatherers’Household Decision MakingFive distinct roles:Information gathererInfluencerDecision makerPurchaserUser22Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDeterminants of Household PurchasesDifferent members at different stagesDifferent attributes are considered by each memberInvolvement is often removede.g. Clothes for children, BBQ for Dad Who is doing the ‘purchasing’ Product categoryLikely conflictsResolution etc.23Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsHousehold Decision Making (cont.)Individual’s role within the householdInformation gathererInfluencerDecision makerPurchaserUserCultural and social changes24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsFamily-Member Influence at Various Stages of the Decision-Making ProcessConflict ResolutionApproaches used to resolve purchase conflicts:BargainingImpression managementUse of authorityReasoningPlaying on emotionsAdditional information26Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer SocialisationYoung people acquiring skills, knowledge and attitudes relevant to their functioning as consumers in the marketplaceConsumer socialisation and advertisingadvertising standardsRole of the household in socialisation27Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsManagerial Framework for Evaluating the Household Decision-Making ProcessHousehold Trends Over the Next 25 YearsSingle households to double Average household size down* 2.6 (1996) 2.2 (2021) Families without children more than ‘with children’ by 2016One-parent families up by 30% to 66%29Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Importance of the Family Pet: Ownership in 1998Computers and Video Games in HouseholdsLarge number of household have Internet accessOpinion of being ‘online’ and video games is now more favourably accepted by experts 31Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsHouseholds and the Purchase of ServicesHigh use of services Foodeating-out more frequent fast food frequently purchased32Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsImplicationsAs marketers you will need to consider will these trends continue?what will be the ramifications for the product/service market under your management?When is the ‘household’ the decision-maker as opposed to ‘individuals’33Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSummaryHousehold is the basic consuming unitFamily households pass on cultural and social-class values and behaviour patternsFamily household—2 or more related persons living togetherNon-family households—2 or more unrelated personsHLC is classified into stages—relatively predictableHLC variables—age, marital status (household head) presence of childrenHousehold decision making—who buys,who decides, and who uses products purchased and used by and for the household34Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSummary (cont.)Marketing managers must take into account each household decision process for each product categoryRole specialisationTrends—services, role of pets, etc.Consumer socialisation—how children become socialised, learn how to be consumersPurchasing skills, e.g. shopping, budgetingIndirect skills, e.g. symbols of quality, prestigeFamilies assist by teaching, providing role models, etc.35Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext LectureChapter 14:Group Influence and Communication36Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins