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Figure 29 stages of a modern household life cycle

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Unformatted text preview: cycle, although still useful, has become outdated in the new millennium. The changing lifestyles and external environment has changed dramatically since the inception of the family life cycle concept [Schaninger & Danko, 1993:590; Hawkins et al., 2001:196; and Churchill & Peter, 1998:159]. This has resulted in changing it to a household life cycle in order to reflect the modern society. Figure 2.9 illustrates the stages of a modern household life cycle. Figure 2.9 Stages of a modern household life cycle Middleaged divorced without children Middleaged married without children Young divorced without children Young single Young married without children Usual flow Recycle flow Tradition flow Focus of this report Young married with children Middleaged married with children Middleaged married without dependent Young divorced with children Middleaged divorced with children Middleaged divorced without dependent Older married Older unmarried Source: Adapted from Churchill, Jr., G.A., Peter, J.P., 1998, Marketing: Creating value for customers, 2nd edition, U.S.A.: McGraw-Hill, p. 159. Figure 2.9 shows how the traditional evolution takes place (from left to right). The life cycle starts out with a young, single person. As this person ages, they would get married, 61 have children and raise the children until they were ready to move out of the house. The deviations of the traditional family life cycle are the result of divorces, several marriages and deaths. Although there are various ways of illustrating the modern life cycle, it is by no means perfect, as some issues are not taken into account [Churchill & Peter, 1998:158 and Hawkins et al, 2001:197]. Life long singles, gay markets, delayed marriages and parenthood are some examples. As this research study is focusing on children between the ages of nine and twelve, it would seem fitting that the ‘middle-aged married / divorced with children’ (also known as ‘full nest II’) category be the focal point. The appropriate ‘full nest II’ category would include single parents and married couples, both with the children in the applicable age groups. Roughly speaking, this respective category is characterised by an increase in income of an employed spouse (usually the father) whilst the other spouse (usually the mother) returns to work after having cared for the children since birth. The household’s consumption includes buying goods in bulk and extra mural activities for the children [Kotler, 2000:168]. Single parents, however, consume more goods that are time and energy saving [Hawkins et al., 2001:202 and Coley 1998:218]. The way in which families are structured will have an impact on the way a child learns. For instance, research has shown how the uniqueness and age difference of one child can influence the soation of his or her siblings [Klein, 2002:169] and how divorced mothers’ relationships with biological fathers and single men also play a role [Coley, 1998:218 and Heath & Cavanaugh, 1993:781]. It is believed that children from intact families have advantages in both educational attainment and social well being [McLanahan & Sandefur 1994:3] as well...
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