CH12 - CHAPTER 12 The Importance of Families and Households...

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Family and Household Influences CHAPTER 12 The Importance of Families and Households on Consumer Behavior Many products are purchased by a family unit Individual’s buying decisions may be heavily influenced by other family members Families and Households Family : a group of two or more persons related by blood, marriage, or adoption who reside together Nuclear family : immediate group of father, mother, and child(ren) living together Families and Households Extended family : nuclear family, plus other relatives such as grandparents, uncles and aunts, cousins, and parents-in-law Family of orientation : family into which one is born Family of procreation : family established by marriage Some families are extending these definitions to include pets
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Families and Households Household / : Families and Households Nonfamily households include: Elderly persons living with nonfamily members Persons of the opposite sex sharing living quarters Friends living together Same-sex couples Families and Households Families are the largest single category of households Rapid rise in the number of nontraditional families and non- family households Any of these types of households may or may not include children Buying behavior is best described by the term consumer unit (CU) or minimal household unit (MHU) Families and Households Marketers monitor these variables to predict changes in demand for specific products and categories Structural variables affecting families and households:
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CH12 - CHAPTER 12 The Importance of Families and Households...

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