This preview shows page 1. Sign up to view the full content.
Unformatted text preview: straints inherent in the ecology of the reference
peer group. [Santos & Winegar, 1999:1]. It is always hoped that children will be positively influenced by what their parents deem as “acceptable” peers [Rotella &
Zaleski, 2002:75 and Frankel & Myatt, 1995:300]. Parents have limited control in this 59 area, sometimes leading to paranoia and over protectiveness with regard to this research’s
respective age categories [Pettit, 1999:768]. In contrast, socioethological approaches
have stressed that natural groups provide a variety of distinct social roles that may have a
differential impact upon individual growth and development [Santos & Winegar,
1999:1]. Furthermore, some believe that social isolation is to the detriment of a child’s
soation [Mervis, 1998:467 and Creighton, 1994:35]. A question of interest is do
these peers actually play such a significant role? 2.5.4 Families and households Traditionally speaking, a family is usually referred to as a group of two or more people
related by blood, marriage or adoption that reside together. This family would consist of
a father and a mother living in a socially approved relationship with their own or adopted
children. The extended family includes grandparents, uncles, aunts, cousins and in-laws,
whilst a blended family consists of a couple, one or both which was previously married,
their children, and the children from the previous marriage of one or both parents
[Hawkins et al., 2001:193; Engel et al., 1995:742; and Kotler, 2000:165]. The terminology and its content described in the previous paragraph have been
undergoing numerous changes as society has changed. The typical family configuration
is becoming very complicated, particularly for the Millennial Generation, and is
sometimes referred to as a household. Examples would include a household consisting
of two parents of the same sex or a group of non-related people living together.
Households are becoming a more important unit of analysis for marketers because of the
rapid growth in non-traditional families and non-family households [Hawkins et al.,
2001:194; Rindfleisch et al., 1997:313; and Engel et al., 1995:743]. It is inevitable that families and households will evolve over time. This gradual change
carries many implications for retailers and personal needs. In other words, how will
retailers and brands be able to evolve in such a way that they will appeal to the families
and households of the Millennial Generation? In addressing this issue, attention must be
given to the life cycle of the respective entities [Rindfleisch et al., 1997:312]. 60 The family life cycle refers to the manner in which family members evolve. As this takes
place, the needs and desires of the family also change, affecting what can be afforded,
where spending priorities lie and how a purchasing decision is made. All this constantly
changes as the family matures and moves through the various stages of its life cycle.
Many researches point out that the family life...
View Full Document