Developing a Marketing Strategy

In today's lecture we were taught about different family purchasing behaviours of men and women. Kotler states that there are four categorizes of families which are given different definitions. The definitions of each family type will be explained:

1) Nuclear family- this is father, mother and children who live together
2) Extended family- nuclear family plus other relatives such as grandparents, aunts and uncles.
3) Family orientation- the family you are born in to
4) Family of procreation- the family founded through marriage


Defining the modern family:

According to Solomon, the mordern family of today consists of the following types:

*One-person household
*Traditional family unit
*Reconstituted families
*Lone-parent families
*Un-married combination
*Multi-person households

All these family types relate to the age of the family and family size as every individuals needs in the family have to be met.
Statistics show that 80% of UK purchasing decisions are made by women, however 83% of "creative" are men.

Kotler states that group influence and consumption impacts on families in many ways also, for example subculture impacts on families in the social sector due to the economic circumstances, lifestyle, personality and self-concept. This psychologically affects families motivation,perception, learning, beliefs and attitudes therefore the buyer is influenced by this.
Solomon states that the two important factors how a family spends money and time depends on whether they have children and whether the women works. The reason for this is because couples with children usually have higher expenses due to the child's food and clothing. However, newly married couples would have different expenditures due to having a smaller family without children.

Families have are targeted by marketing adverts, as some companies main target market is families. The DFS advert shows that their product is aimed at families mainly.

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Family structure:

Solomon states throughout the years family structures have changed in many ways. Families with dependent children in the UK were either headed by a married or cohabiting couple, the number of this was risen in 2008. However, earlier in the years of 70s, 80s and 90s were of this type. Families also consist of individual parents for example the number of a lone mothers increased throughout the years of 70s and 90s, and the number of a lone fathers increased throughout the year of 70s.

The table above shows working women with dependent children statistics. The figures have stayed at high throughout the years.




Family needs are usually affected by the number of members in the family for example children and their ages.
Solomon states family life cycle concept consists of income, family status and changing demands in income. http://tutor2u.net/business/presentations/marketing/familylifecycle/default.html states that the family life cycle consists of various stage titles and each title has different characteristics which relates to individuals or families. An example is given below:

1) Bachelor- Young, single not living at home
2) Newly married- Young, no children
3) Full nest I- Youngest child under 6

Each family life stage impacts on families in a different way financially. The reason for this ios because people with smaller families such as a couple with no children who spend on eating out and holidays will have different purchases according to a couple with children. The life cycle changes for couples who have children in the family as their expenses raise and responsibilities raise.
The life cycle effects on buying habits also, for example young bachelors or newlyweds tend to have 'modern' sex-role attitudes. This is because they tend to do things such as go to clubs and pubs, concerts and they consume more alcohol than the older generation individuals. Comparing bachelors and newlyweds lifestyle to families with young children these families tend to consume more health foods such as fruit.


Family decision making:

The decision process within a family is made by different members in the family as every individual in the household has different roles and agendas.
Solomon states that there are two different household decisions made by families:

1) Consensual purchase decision
2) Accommodative purchase decision

Consensual purchase decision takes place when a group agrees on the desired purchase, however they differ about the fact how it will be achieved. A family would deal with a situation like this by coming up with alternatives until the group is satisfied. An example of a situation would be considering a pet in the family, however the concern would be of different members carrying out different duties.

Accommodative purchase decision takes place when group members have different preferences and cannot agree with on a purchase that will satisfy expectations involved. In a situation as such will cause conflicts due to what the purchase will be and who will get to use it. Conflicts occur as the the decision is more accommodative rather than consensual.


Consumer socialization:

Solomon states that 'consumer socialization' is defined as a process 'which young people acquire skills, knowledge and attitudes relating to their functioning in the market place'. This knowledge comes from usually parents, friends and family. For example, children tend to talk about the latest gadgets in the markets to their friends and family this habit increases with age.
Parents influence on children the most. This is because they impact on them direct and indirect. Parents tend to consumption their own values to their children for example if the parents are wearing designer brands most likely the children will also.



The image above shows that well known brands such as Dolce & Gabbana are part of the social expression of young children as well as their parents.