Chapter 12- CB.docx

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Management and Organizational Studies
Course Code
Management and Organizational Studies 1021A/B
Mark Cleveland

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Chapter # 12- Household Decision Making Household decision making: purchases of products or services by an individual or a group of people living in the same residence that may be consumed by others as well as themselves Household living arrangements: refers to whether or no the person lives with another person or persons and if so whether or not he or she is related to that person or persons Census Family: married couple and the children if any of either or both spouses; couple living in common law and the children if any, long parent of any marital status with at least one child living in the same dwelling… Extended Family: consists of 3 generations living together and often includes grandparents, aunts, uncles and cousins Nuclear Family: mother and father and one or more children and a dog Household: contains at least 2 people -Quebec has the highest number of stay at home dads Age of the Family -People are waiting longer to have kids -35-44 -males dies before females, due to lifestyles Family Size -depends on education level, availability of birth control, religion and ethnicity -Marketers must keep their eye on fertility birth rates -World wide women want smaller families (esp. in industrialized countries) -Divorce is more common -Fewer young people to support their elders, some countries want people to have more children (China invert pyramid, few young many old due to 1-child policy) Total Fertility Rate: average amount of children that would be born per woman if all women lived to the end of their childbearing years and bore children according to a given fertility rate and each age -Replacement age of 2.1- maintain a stable Canadian population Non traditional Household and Family Structures -any occupied household regardless of the relationships among people living there is a household -POSSLQ: person of opposite Sex Sharing living Quarters -2 income couples without children tend to be better educated, more educated more money -rise of single parent hosueholds (25%), single parents spend more on rent, alcohol, reading materials, health care, and tobacco/smoking -DINK – double income no kids -2 income parents without children are better educated more professional managerial occupations Who’s Staying at Home -Sandwhich Generation: middle aged people they must attend to the above and below age ranges (caring for parents and kids adults) Boomerang kids: returnees -Living with parents longer, spend less on house/staples more on entertainment -Outside the wests: little emperors (china) both parents spoil the kids, pressure on kids to succeed -Canadian men more likely to live with parents, if move out alone more likely to stay moved out then if move out with roommates The Family Life Cycle Factors that determine how a couple spends money and time : 1- whether they have children or not 2- whether the woman works outside the home Family Life Cycle: FLC; combines trends in income and family composition with the changes these demands place upon this income -As we age our preferences and needs for products tends to change Family Life Cycle on Buying 1-age 2-marital status 3-presence or absence of kids 4- age of kids -bachelors or newlyweds more likely to go out -Single parents have higher expenses -Families with younger kids more health foods Decision Roles and Dynamics -Initiator: brings up the idea or need -Information gatherer: person who gather info -Gatekeeper: person who conducts the info search and control the flow of info available to groups -Influencer: tries to sway the outcome of the decision -Decision Maker: person who hold the power to determine whether or not to buy it -Buyer: purchaser -Preparer: person who processes the product -User: person who uses it -maintainer: person who maintains it -Disposer: gets rid of it Consensual Purchase Decision: groups agrees on the desired purchase differing in only terms of how they will make it happen EX. Dog Accommodative Purchase: groups members have different preferences or priorities and cannot agree on a purchase that will satisfy everyone’s needs, use bargaining coercion Ex. Laptop computer -Biggest conflict household spending and budgeting Factors Determining Family Decision Conflict Interpersonal Needs: a person’s level of investment in the group Product Involvement and uti
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