Chapter 13 - Household structure and consumption behaviour. In this lecture we discuss the nature of Australian households, cover the stages in the household life cycle and discuss the importance of households in the purchasing decisions of many consumers. Much of this consumer behaviour is learnt through the influence of other household members and we will cover the trends we are likely to experience in the future. | Chapter 13 Household Structure and Consumption Behaviour Nature of Australian households Stages in the household life cycle Households also undertake purchase-related decision making The link between household and consumer socialisation Trends relating to household consumption 13– In this lecture we discuss the nature of Australian households, cover the stages in the household life cycle and discuss the importance of households in the purchasing decisions of many consumers. Much of this consumer behaviour is learnt through the influence of other household members and we will cover the trends we are likely to experience in the future. Types of Households Household designates a variety of distinct social groups Family household two or more related persons, who live and eat in private residential accommodation Non-family household householders who either live alone or with others to whom they are not related 13– The household is the basic purchasing and consuming unit in Australasian society and is, therefore, of great importance to the marketing managers for most products. Family households are also the primary mechanism whereby cultural and social-class values and behaviour patterns are passed on to the next generation. The family household consists of two or more related persons living together in a dwelling unit. Non-family households are dwelling units occupied by one or more unrelated individuals. (See page 421.) Influence of Household Consumption on Marketing Strategy See page 421. Changes in Household Structure (the average size of household and family units) See page 422 for discussion. Household Life Cycle Young (under 35) Single I young married full nest I single parent I Middle-aged (35–64) Single II delayed full nest II full nest II single parent II empty nest I Older (over 64) single III empty nest II 13– The household life cycle is the classification of the household into the stages through which it passes over time. Households, family and | Chapter 13 Household Structure and Consumption Behaviour Nature of Australian households Stages in the household life cycle Households also undertake purchase-related decision making The link between household and consumer socialisation Trends relating to household consumption 13– In this lecture we discuss the nature of Australian households, cover the stages in the household life cycle and discuss the importance of households in the purchasing decisions of many consumers. Much of this consumer behaviour is learnt through the influence of other household members and we will cover the trends we are likely to experience in the future. Types of Households Household designates a variety of distinct social groups Family household two or more related persons, who live and eat in private residential accommodation Non-family household householders who either live alone or with others to whom they are not related 13– The household is the basic purchasing and consuming unit in .
