Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Household Structure and Consumption Behavior
Pertemuan 19
The family life cycle concept describes
the distinct phases that a family
progresses through from formation to
retirement, each phase bringing with
it identifiable purchasing behaviors.
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THE HAUSEHOLD LIFECYCLE
•
•
•
•
•
The Toung singel stage
The young married ; no children stage
The full nest 1: young married with children 1
The Single parent 1 : young single parent stage
The middle age singel stage
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CONT…..
•
•
•
•
•
The empty nest 1
The full nest 2
The singel parent 2
The empty nest 2
The older singel stage
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HAUSEHOLD DECISION MAKING
• Five distinct roles
– Information gather
– Influencer
– Decision maker
– Purchaser
– User
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CURRENT AND FUTURE TRENDS IN HOUSEHOLD
•
•
•
•
The importance of Household pet
Computers and video games inhouseholds
House hold and the purchase of services
Cross culturan and athnic vatiations
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PP6-7 MODERN FAMILY LIFE CYCLE
Young
single
Young married
without
children
Young married
with
children
Young
divorced
with
children
Middle-aged
divorced
with
children
Usual flow
Recycled flow
Traditional family flow
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Young
divorced
without
children
Middle-aged
married
with
children
Middle-aged
divorced
without
dependent
children
Middle-aged
married
without
children
Middle-aged
married
without
dependent
children
Middle-aged
divorced
without
children
Older
married
Older
unmarried
CULTURE
Culture refers to the set of values, ideas, and attitudes
that are accepted by a homogeneous group of people
and transmitted to the next generation.
Subcultures are subgroups within a larger, or national
culture with unique values, ideas, and attitudes
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OWNERSHIP OF CONSUMER ELECTRONICS AMONG AFRICANAMERICANS, HISPANICS, AND ASIAN-AMERICANS
Percent owning among . . . .
AfricanAmericans
Hispanics
AsianAmericans
VCR
73.5%
73.1%
89.4%
Answering machine
47.2
27.5
50.0
Compact disk player
31.9
26.7
45.5
Personal computer
19.8
9.6
30.5
Camcorder
15.0
17.1
35.6
Cellular telephone
10.3
6.7
24.4
Product
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CONSUMER SOCIALISATION ‘N ADVERTISING
• Family conflict
• Health ans safety
• Values
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