5.b Family Decision Making¶
Family Decision-Making Patterns¶
Family decision-making involves multiple members contributing based on product type, family roles, and cultural norms. Key decision-making types include:
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Husband-Dominated Decisions: Husbands typically decide on financial, tech, or car purchases in traditional or specific cultural settings.
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Wife-Dominated Decisions: Wives often influence household items, food, and children’s clothing purchases due to their role in managing daily home needs.
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Joint Decisions: Spouses collaborate on significant purchases like homes, cars, and vacations, especially in dual-income households.
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Autonomic Decisions: Either spouse independently decides on personal or smaller purchases, such as clothing or personal care items.
Children’s Role in Family Decision-Making¶
Children’s influence has grown due to smaller family sizes and a child-centric culture. They impact purchases directly related to them (toys, snacks, etc.) and use tactics like:
- Pressure: Persistent requests.
- Exchange: Offering behavior or chores in return.
- Consultation: Asking for input to involve parents.
Children often influence decisions in categories like vacations, meals, and technology purchases.
Consumption-Related Roles in Families¶
Each family member plays specific roles in the purchase process:
- Influencers: Often children or teens, they suggest preferences that impact final decisions.
- Gatekeepers: Control information flow, limiting exposure to certain products (usually parents).
- Deciders: Make the final choice, typically parents for major purchases.
- Buyers: The person completing the transaction, often parents.
- Preparers: Prepare items for use, like assembling toys or setting up devices (often parents).
- Users: Family members who consume the product.
- Maintainers: Handle upkeep or repairs to ensure continued product usability.
- Disposers: Decide when to replace or dispose of items.
Marketing Implications¶
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Targeted Marketing: Tailor messages to resonate with the primary decision-makers, e.g., appealing to both parents and children for vacation spots.
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Product Positioning: Position big-ticket items to appeal to both spouses; focus on quality for household goods to satisfy both buyers and users.
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Influence Tactics: Recognize and leverage children’s influence tactics in marketing kid-centric products, balancing appeal to both children and parents.
These insights help marketers understand family dynamics and better position products to meet various family needs and decision roles.
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