Household Structure and Consumption Behavior Pertemuan 19 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

Bina Nusantara 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.

Bina Nusantara 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

Bina Nusantara CONT….. The empty nest 1 The full nest 2 The singel parent 2 The empty nest 2 The older singel stage

Bina Nusantara HAUSEHOLD DECISION MAKING Five distinct roles – Information gather – Influencer – Decision maker – Purchaser – User

Bina Nusantara 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

Bina Nusantara Young single Middle-aged divorced without children Middle-aged married without children Young divorced with children Young married without children Young married with children Middle-aged divorced with children Middle-aged divorced without dependent children Young divorced without children Usual flow Recycled flow Traditional family flow Middle-aged married with children Middle-aged married without dependent children Older married Older unmarried PP6-7 MODERN FAMILY LIFE CYCLE

Bina Nusantara 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

Bina Nusantara OWNERSHIP OF CONSUMER ELECTRONICS AMONG AFRICAN- AMERICANS, HISPANICS, AND ASIAN-AMERICANS Percent owning among.... Product VCR Answering machine Compact disk player Personal computer Camcorder Cellular telephone VCR Answering machine Compact disk player Personal computer Camcorder Cellular telephone African- Americans African- Americans 73.5% % Hispanics 73.1% % Asian- Americans Asian- Americans 89.4% %

Bina Nusantara CONSUMER SOCIALISATION ‘N ADVERTISING Family conflict Health ans safety Values