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Evolution of new retail market such as:

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=mportance of families and household on
consumer behavior..

There are 2 reasons-

1) Many products are purchased by a family unit.

2) =ndividuals buying decisions may be heavily

influenced by other family members.
 Types of Families:-
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ousehold:-
Refers to all persons, related or unrelated, who
occupy a house in unit.

=t comprises of Non traditional families

and Non family households.
Some marketing Pundits consider Family
as same as household. So to avoid
confusion we simply use the term
CONSUMER UN=T (CU) or M=N=MAL
OUSEOLD UN=T(MU).
Structure variables affecting
Families and ouseholds:-

1) Age of head of household or family.

2) Marital Status.

3) Presence of Children.

4) Employment Status.
Sociological variables affecting Families
and ouseholds:-

1) Cohesion: Refers to the emotional bonding

between the family members.

2) Adaptability: Ability to change power structure,

role relationships and relationships rule in
response to situational and developmental stress.

3) Communication: =t is a facilitating dimension,

critical to movement on the other 2 dimensions.
Family Celebrations and Gift Giving :-

Marketers have used sociological research

on ¶resilient· families ² those that are
better able to negotiate their way through
transitions and tragedies because they
affect consumer demand for many
products.
Role Behavior:-

According to sociologist- TALCOTT PARSONS

there are 2 types of role behaviors:-
à 

   ² =nvolve financial,
performance and other functions performed by
group members.
2) Expressive Roles ² =nvolves supporting other
family members in the decision making process
and expressing the families aesthetic or
emotional needs, including upholding family
norms.
=ndividual Roles =n Family Purchases:-
1) =nitiator/Gatekeeper.
2) =nfluencer.
3) Decider.
4) Buyer.
5) User.

Family marketing focuses on the relationships

between family members based on the role they
assume, including the relationship between the
purchaser and family consumer and between
purchaser and purchase decision maker.
Spousal Roles =n Buying Decisions

1) Autonomic: An equal number of decision is

made by each spouse, but each decision is
individually made by one spouse or the other.
2) usband Dominant: The husbands or the male
head-of-household makes majority of
decisions.
3) Wife Dominant: The wife or the female head
of household makes majority the decisions.
4) Joint(syncratic): Most decisions are made by
both husband and wife.
Consumer Activities Occurring =n Various Life
Cycles

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