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Bài giảng Hành vi người tiêu dùng - Chương 10: A portrait of consumer - Bùi Thị Phương Hoa

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Chapter 10  
A portrait of Consumer  
CONSUMER  
BEHAVIOR, 8e  
Michael Solomon  
Content  
• Organizational and  
Household Decision Making  
• Income and Social Class  
Hoang Duc Binh, 2008  
2
I.  
Organizational and  
Household Decision Making  
CONSUMER  
BEHAVIOR, 8e  
Michael Solomon  
The Modern Family  
• Before 1900s: extended family  
• 1950s: nuclear family (mother,  
father, and children)  
• Today, many households:  
• Married couples less than  
50% of households  
• Majority of adult women live  
without spouse  
• Unmarried opposite sex  
couples  
• Same-sex couples  
Hoang Duc Binh, 2008  
4
Discussion  
• In identifying and targeting newly divorced couples,  
do you think marketers are exploiting these couples’  
situations?  
• Are there instances in which you think marketers  
may actually be helpful to them?  
• Support your answers with examples  
Hoang Duc Binh, 2008  
5
Family Size  
• Depends on educational level, availability of birth  
control, and religion  
• Marketers keep an eye on fertility rate and birth rate  
• Worldwide, women want smaller families (especially  
in industrialized countries)  
• Contraception/abortion are more readily available  
• Divorce is common  
• Older people now pursue non-grandchildren  
activities  
• Some countries want people to have more  
children  
Hoang Duc Binh, 2008  
6
Sandwich Generation  
• Sandwich generation:  
adults who care for their  
parents as well as their own  
children  
• Boomerang kids: adult  
children who return to live  
with their parents  
• Spend less on  
household items and  
more on entertainment  
Hoang Duc Binh, 2008  
7
Nonhuman Family Members  
• Pets are treated like family members  
• Spending on pets has doubled in the last decade  
• Pet-smart marketing strategies:  
• Name-brand pet products  
• Designer water for dogs  
• Lavish kennel clubs, pet classes/clothiers  
• Pet accessories in cars  
• Perma-pets  
• Neopets Inc.  
Hoang Duc Binh, 2008  
8
Family Life Cycle  
• Factors that determine how couples spend money:  
• Whether they have children  
• Whether the woman works  
• Family life cycle (FLC) concept combines trends in  
income and family composition with change in  
demands placed on income  
• As we age, our preferences/needs for products  
and activities tend to change  
Hoang Duc Binh, 2008  
9
FLC Models  
• Useful models take into account the following  
variables in describing longitudinal changes in  
priorities and demand for product categories:  
• Age  
• Marital status  
• Presence/absence of children in home  
• Ages of children  
• Such factors allow use to identify categories of  
family-situation types  
Hoang Duc Binh, 2008  
10  
Life-Cycle Effects on Buying  
FLC model categories show marked differences in  
consumption patterns  
• Young bachelors and newlyweds: exercise, go to  
bars/concerts/movies  
• Early 20s: apparel, electronics, gas  
• Families with young children: health foods  
• Single parents/older children: junk foods  
• Newlyweds: appliances  
• Older couples/bachelors: home maintenance  
services  
Hoang Duc Binh, 2008  
11  
Household Decisions  
Families make two types of decisions:  
• Consensual purchase decision: members agree on  
the desired purchase, differing only in terms of how  
it will be achieved  
• Accommodative purchase decision: members have  
different preferences or priorities and they cannot  
agree on a purchase to satisfy the minimum  
expectations of all involved  
Hoang Duc Binh, 2008  
12  
Household Decisions (cont.)  
Specific factors that  
determine how much  
family decision conflict  
there will be:  
• Interpersonal need  
• Product involvement and  
utility  
• Responsibility  
• Power  
Hoang Duc Binh, 2008  
13  
Sex Roles and Decision-making  
Responsibilities  
Who makes key decisions in a family?  
• Autonomic decision: one family member chooses a  
product  
• Wives still make decisions on groceries, toys,  
clothes, and medicines  
• Syncretic decision: involve both partners  
• Used for cars, vacations, homes, appliances,  
furniture, home electronics, interior design, phone  
service  
• As education increases, so does syncretic  
decision making  
Hoang Duc Binh, 2008  
14  
Identifying the Decision Maker  
Family financial officer (FFO)  
• In traditional families, the man makes the money and  
the woman spends it  
• If spouses adhere to modern sex-role norms,  
participation in family maintenance activities  
Four factors in joint versus sole decision making:  
• Sex-role stereotypes  
• Spousal resources  
• Experience  
• Socioeconomic status  
Hoang Duc Binh, 2008  
15  
Children as Decision Makers  
Children make up three distinct markets:  
• Primary market: kids spend their own money  
• Influence market: parents buy what their kids tell  
them to buy (parental yielding)  
• Future market: kids “grow up” quickly and purchase  
items that normally adults purchase (e.g.,  
photographic equipment, cell phones)  
Hoang Duc Binh, 2008  
16  
Consumer Socialization  
• Consumer socialization: process by which young  
people acquire skills, knowledge, and attitudes  
relevant to their functioning in the marketplace  
• Children’s purchasing behavior is influenced by:  
• Parents  
• Television (“electric babysitter”)  
• Sex roles  
Hoang Duc Binh, 2008  
17  
Five Stages of Consumer Development  
Hoang Duc Binh, 2008  
18  
Figure 12.2  
Cognitive Development  
• Marketers segment children by their stage of  
cognitive development: ability to comprehend  
concepts of increasing complexity  
• Three segments often used today:  
• Limited: Below age 6, children do not use  
storage and retrieval strategies  
• Cued: Between ages 6 and 12, children use these  
strategies, but only when prompted  
• Strategic: Children age 12 and older  
spontaneously employ storage and retrieval  
strategies  
Hoang Duc Binh, 2008  
19  
Marketing Research and Children  
• Little real data on children’s preferences/influences  
on spending patterns is available  
• Kids tend to:  
• Be undependable reporters of own behavior  
• Have poor recall  
• Not understand abstract questions  
• Two areas where researchers have been successful:  
• Product testing  
• Advertising message comprehension  
Hoang Duc Binh, 2008  
20  
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