The lecture today involved looking at how families can influence what is being purchased. There are a variety of ways on which different families can be described and they are ….
Nuclear family
This is the most common type of family, it consists of a mother, father and any children that live together.
Extended family
This consists of grandparents, uncles, aunties etc.
Family or orientation
The family which you are born in to.
Family of procreation
The family you create ever through marriage or having children.
These are the main family groups but these are changing over time due to…
Increase in number of births out of marriage
Increase in one parent families
Increase in step families
Nuclear family is being challenged by the "horizontal" family of step children and step parents
Increase number of widowed living on own
As well as the changes above we have also noticed that there are more divorces when compared to that of 20 years ago we also found out that an increase in the amount of divorces will then create two homes for their children as well as the introduction in some cases of the horizontal family which would include step families and half brother and sister. All these changes that are happening within peoples lifestyles will impact on the decisions that the child who encountered them will to make in the future. Through the years we have also noticed that there have been demographic, cultural and social changes.
a reason for the possible divorce rat increase is....
There are now often more people in the family so there are less solitary breadwinner
Women are being employed more and we are one of the highest employers in Europe
¼ of married women do at least a 30 hour week job
The family life cycle also shows how various stages in a persons the life cycle can have an effect how much money the consumer has to spend. The different types of stages are as followed…
Bachelor
not living at home, young and single and have high disposable income
Newly married
young, no children may have a mortgage, have 2 incomes, high disposable income and may have a lot of debts
Full Nest 1
Youngest child under 6 which means they have little disposable income and they may only have one source of income.
Full Nest 2
Youngest child is now over 6, they may have debts and a mortgages
Full Nest 3
married with dependant children and because they are dependant they have high disposable income
Empty Nest 1
married, no children living at home, have 2 incomes and have higher disposable income
Empty Nest 2
Married and may be retired they would have no children living at home and they may live on a pension, decreases in disposable income due to pension.
Solitary survivor 1
In work, widowed and one income
Solitary survivor 2
Retired, little income, no debts
We then went on and looked at the work of Field (1969) who developed 3 different ideas, which demonstrate the influence of the husband, wife and children
When purchasing a product.
An example using a pc as the product
Discernment
Technical know how- graphics card, storage space , security software, how it works etc Price
Who pays'- family Satisfaction
Who uses it- mum dad everyone just children etc
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