CONSUMER BEHAVIOUR

Chapter 6 : The American society: Families and households.

AURELIE FABRE I ELLIOT LALOI

I DIMAS WIJANARKO I IWAN SYLVANUS|

NINA NURMAYANTI

PPM SCHOOL OF MANAGEMENT 2013

FAMILY HOUSELHOLDS
The Household= basic purchasing and consuming unit influences most consumption decisions

Consumer Behavior Hawkins- 12th Edtion

THE HOUSEHOLD LIFE CYCLE

HLC = useful tool for segmenting markets and developing marketing strategy

Consumer Behavior Hawkins- 12th Edtion

FAMILY DECISION MAKING: The nature of family purchase roles

6 types of purchases roles Marketers must determine who in the family plays which role before they can affect the family decision process Example Of Family Decision making in Cereal Product

Consumer Behavior Hawkins- 12th Edtion

FAMILY DECISION MAKING: categorization

wife-dominant
individualized husband-dominant

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joint

children-dominant

Consumer Behavior Hawkins- 12th Edtion

CONSUMER SOCIALIZATION
Consumer socialization deals with the processes by which young people (from birth until 18 years of age) learn how to become consumers Consumer skills Consumption-related preferences

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Consumption-related attitudes

instrumental training

FAMILY
modeling
Consumer Behavior Hawkins- 12th Edtion

mediation

CONSUMER SOCIALIZATION

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5. Making Independent Purchases 4. Making Assisted Purchases 3. Making Selections 2. Making Requests 1. Observing five stages of learning how to shop

Children Decision Making Stage on Supermarket

Consumer Behavior Hawkins- 12th Edtion

CASE 1
Families and Households Influence :

PEPSODENT CASE IN INDONESIA

FAMILY INFLUENCE : PEPSODENT CASE

Started launched in 1980 1st toothpaste in Indonesia known as hereditary brand Biggest market share in Indonesia Pepsodent - Household product that used by all family members

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WHY CHOOSE PEPSODENT?

They use Pepsodent because their parents use Pepsodent Their parents taught them using Pepsodent in their children age - habit They dont know the real reason why choose Pepsodent They just use the toothpaste that already available at home

FAMILY INFLUENCE : PEPSODENT CASE

35% consumer buy Pepsodent

because of family influence

33% consumer buy Pepsodent

because of family tradition
Source : Research Consumer Behavior in Pepsodent Buying Decision by Viviyanti BR Tampubolon, IPB. 2006

In INDONESIA Decision maker in buying family product is Mom HLC Strategy Younger (<35) : Full Nest I, Single Parents I Middle Age (35-64) : Delayed Full Nest I, Full Nest II, Single Parents II In those stage DM start to think the balance between price and benefit Pepsodent Consumer do the Pepsodent Consumer Socialization to their children in Stage 3 (8-11 yo) : period of concrete operation

FAMILY INFLUENCE : PEPSODENT CASE

PEPSODENT DECISION MAKING PROCESS
INFLUENCER (heritage older family)

Communicati on at children (happy time when brushing teeth)

INITIATOR (parents)

DM (parents)

PURCHASER (parents)

USER (all family members)

Communica tion at parents (functional) INFO GATHERS (parents)