Bamisha 1
Family
PPs – MM FE – Manajemen Universitas Muhammadiyah
Bamisha 2
A household:
Composed of any individuals living
singly or together with others in a residential unit
A family:
Two or more people living together
Bamisha 3
Family
1. Nuclear Family
Married couples with one or more
children
2. Extended Family
Nuclear families with at least one
Bamisha 4
Differences Between
Individual and Family
Influences:
1. The likelihood of joint decisions
2. Different role specifications for
family members in the process of decision making
Bamisha 5
A Joint Decision Have Three
Reason:
1. The decision is important to the family
2. The perceived risks of the decision are fairly high
Bamisha 6
The Situations of Joint
Decision
1. When the level of perceived risk in buying is high
2. When the purchasing decision is important to the family
3. When there are few time pressures
Bamisha 7
Five Roles in Decision
Making
1. The gatekeeper
2. The influencer
3. The decision maker
4. The purchasing agent
Bamisha 8
Conflict Arises over:
1. The reasons for buying an item
Bamisha 9
Alternatives Strategies in
Family Decision Making
Goals Strategy Ways of Implementing
Consensus
The better solution The multiple purchase The specialist
The controller
The next purchase
The irresponsible critic Coercion
Bamisha 10
Husband – Wife
Influences
1. Type of product considered
2. The stage in decision making
3. The nature of purchase influence
Bamisha 11
Four categories husband
- wife influences
Davis & Rigaux;
1. The husband tend to be the dominant
influences
2. The wife tend to be the dominant influences 3. Either the husband or the wife with either
person equally likely to be dominant
Bamisha 12
Stage in Decision Making
Davis & Rigaux
Bamisha 13
Nature of Purchase
Influence
1. Instrumental roles
Related to performing tasks that help
the group make the final decision making
2. Expressive roles
Facilitate expression of group norms
Bamisha 14
Family characteristic
The husband will more influences when:
1. His level of education is higher
2. His income and occupational status are higher 3. His wife is not employed
4. The couple is at an earlier stage in the family
life cycle
5. The couple has a greater than average
Bamisha 15
Consumer Socialization
The process by which young people acquire
skills, knowledge and attitudes relevant to their functioning in the market place
The role of parents to their children:
Price – quality relation
Effective comparison shoppers and how to
buy products on sale
Brand preferences
Distinguish fact from exaggeration in
Bamisha 16
Stage in Consumer
Socialization
1. Preoperational stage children
from 3-7
2. Concrete Operational stage
children from 8-11
3. Formal Operational stage
Bamisha 17
Role of Parent in Consumer Socialization
1. Authoritarian parents
Seek a high of control over the children
2. Neglecting parents
Distant from the children and do not exert much
control over them 3. Democratic parents
Foster a balance between parents’ and children’s
rights
4. Permissive parents
Seek to remove as many restraints from children
Bamisha 18
Traditional Family Life Cycle
1. Young singles
2. Newly married
3. Full Nest I
4. Full Nest II
5. Full Nest III
6. Empty Nest I
7. Empty Nest II
8. Empty Nest III
Bamisha 19
Nontraditional Family Life
Cycle
1. Married couples without children
2. Unmarried couples
3. Young single parents
Bamisha 20
Family Decision Making And
Marketing Strategies
1. Advertising messages
2. Media
3. Product development
4. Pricing
Bamisha 21
Measurement of family
influences
Whom to interview
Both together
Each separately
The wife to determine her influence and the
husband’s
How to measure influence
Husband decides
Equal influence
Bamisha 22
Societal Implications
Increased parent-child conflict
