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the cycles of family life AMD ITS IMPACT ON MARKETING

family life cycles AMD ITS IMPACT ON MARKETING

Families go through a series of measures that change over time. This process has always been called the family life cycle (FLC). The concept may be necessary modify the life cycle of households (HLC) or life cycle of consumers (CLC) in the future to reflect changes in society. However, we use the term FLC show how it affects the life cycle of consumer behavior.

Family Life Cycle

The traditional pattern of FLC family described as consumers get married, have children, leave home, lose your spouse, and retirement. But consumers does not have to go through all these steps, you can skip several steps

Cycle stages of family life

Singles

Young singles can live only with their nuclear families or friends, or partners can live with this step. Well that wages tend to be relatively low, these consumers do not usually have many financial obligations and does not feel the need to save for their future or retirement. Many of them are spending so much as make on cars, furniture first home away from home, fashion, entertainment, alcoholic beverages, food away from home, holidays, and other products.

newly married couples

Newly married couples without children are usually better off than they were when were single, and they often have two incomes to spend on a house. These families tend to spend a considerable amount of their income on cars, clothes, holidays and other leisure activities. They also have the highest sales and purchase of more durable material (especially furniture and appliances) and appear to be more sensitive to advertising.

Complete nest

With the arrival of their first child, parents begin to change their roles in the family, and if a father is to care for the child or if both work and buy child care. At this stage, families can get into your first house purchase furniture and accessories for children, and buying new items such as baby food, toys, sleds, and skates. These requirements reduce the ability of families to record and husband and wife are often dissatisfied with their financial situation.

Full nest II

At this stage, the youngest child reaches school age, the employee spouse's income has improved. Therefore, the financial situation of the family in general improvement, but the family is the longest and patterns in large amounts are still strongly influenced by the children because the family tends to buy large packages of food and cleaning suppliers bike classes music, clothes, sports equipment, and computer.

Full nest III

As the family grows and the parents get older 40 minutes, your overall financial situation continues to improve, as income rises the main support, the second employee receives a higher salary, and children are obtain informal employment and part-time. The family generally replaces used furniture, appliances, luxury shopping, and spending money on education. Families also spend more on computers at this stage the purchase of additional equipment for older children. Depending on where kids go to college and how many are seeking higher education, the family's financial situation may be more stringent than other cases.

Married, no children

Couples who marry and have children may have more disposable income to spend on charities, travel and entertainment that others in your group old. Not only have less expenses, couples are more likely to be employed double salary, which makes it easier for them to retire earlier if they register properly.

Elderly living alone

Single, 40 years or more can be alone again (which ends in marital status through divorce or death spouse), or never married (because they prefer to live independently, either because they live with partners), a group of whichmay or not having children at home. This group currently with more income to spend on travel and leisure, but feels the pressure of saving for the future because there is no second income to rely on as they age.

Empty Nest I

At this stage, the family is happier with your financial situation. The children have left home and are financially independent for the family to save more. At this stage, discretionary income is devoted to what the couple wants and not what children need. Therefore, they spend on improvement home, luxury items, holidays, sport utility vehicles, food away from home, travel and products for their grandchildren.

Empty Nest II

But this time, employees with retirement income, usually resulting in a reduction of income and disposable income. Health expenditure oriented, focused in such things as medical devices and health and medicine. But many of these families remain active and healthy, allowing them to spend time traveling, exercising, and volunteering. Many are working part time to supplement their retirement and keep them involved socially.

Lone Survivor

lone surviving a job or employment. If the surviving spouse worked out in the past, he or she usually continues for a job or return to work for a living for earned income (as opposed to savings) and remain socially active. The costs of clothing and food usually decreases at this stage, with revenues dedicated health, patient care, entertainment, travel and services .. Those who are not often used in fixed income and can be moved with friends to share the costs housing and business, and some may choose to remarry.

Retired lone survivor

View lone survivors follow the same general pattern of consumption as lone survivors, but their income can not be too high. Depending on the amount they have saved their entire life, can afford to buy a wide range of products. These people have needs will receive special affection, and security based on their life choices. The vendors use descriptions of these steps in the analysis FLC marketing and communication strategies for products and services, but often adds additional information on consumer markets for analyze their needs, identify

niches, and develop marketing strategies for consumers. A look at these functions to better understand how members family play different roles related to consumption:

1:. Influenced the family members who provide information and advice and thus influence the purchase. The hostess told his family about the new restaurant that opened in the neighborhood and its positive description to her husband about their influences and teens.

2:. "Guardians" of the family that controls the flow of a product / service and influence decisions of family members. The teenage son wants a bike race, his father can retain much of the relevant information on all brands, except that he likes, what influences the decision of his father for his favorite brand.

3:. Manufacturers of family members who have the power to decide unilaterally or jointly or not buying a product or service. The husband and wife agreed to buy a new refrigerator.

4. The members of the family buyers who purchase a particular product or service. A housewife may be the person who actually buys all the food rations and toiletries, which are consumed by all family members.

5. Selectors: Members of the family of that process and prepare product in the form in which it is consumed. The housewife can prepare a family meal with raw vegetables, lentils, spices, oils and other ingredients.

6: users. The family members who use or consume a product or service. All family members can use the car, watch television and listen radio

7. Maintainer: family member (s) the maintenance or repair of the product so it continues to provide satisfaction.

8. Toppers: family member (s) that initiate or lead to the elimination or suspension of a product or service.

The Spouses and influence consumer disputes resolution

When making consumption, husbands and wives often try to influence them to reach what they consider the best result. Six strategies for solving influence spouse consumer-related conflicts have been identified:

? Of Experts: a joint effort to use your good information superior alternatives to the decision affects the other spouse.

Legitimacy? An attempt to influence a spouse to the other spouse on the basis of position in the home.

? Negotiation: The attempt to influence joint now exchanged with the other spouse at a later date.

? Reward: An attempt by one spouse to influence the behavior of the other spouse, offering a reward.

? Emotional: An attempt by the husband to use a reaction emotional charge to influence the behavior of the other spouse.

Printing:? Any attempt to persuade a husband to influence behavior another.

These influence strategies tend to be used either by their husbands or wives when they disagree or conflict with the other spouse in terms of specific consumer choice. For example, we have all experienced times in different restaurants to visit, see different movies, or go to other family vacation. These are just some examples almost unlimited potential conflicts domestic consumption may need to be resolved.

The children

As any parent knows, young children attempt to influence the decisions of the family as soon as you have the skills skills basic communication skills necessary to interact with other members of the family ("Buy me a cookie," I want a Barbie doll "" Let's eat "at McDonald's) .. Older children tend to participate more directly in the activities of household consumption. In a study children 6 to 14, more than half indicated that influenced the purchase decisions of the family, such as choosing a holiday, music and computers personal. Other research indicates that children play a relatively important role in initiating an interest in a new computer and purchasing decisions. The relationship father-son, in terms of consumer behavior can be considered as an influence on the performance situation. Specifically, children attempt to influence their parents to make a purchase (performance). Observing consumers in a supermarket, it is obvious that children influence their parents try to make purchases of special interest (Eg laundry detergents) for those who see the ads on TV.

Adolescents and young people online

A large number of adolescents in discretionary spending in terms of spending patterns. High school students (those in grades 7 to 12) are more interested in sports and fitness. Children between the ages of 16 and 19 spend most of their money on movies, games, entertainment, vehicle expenses, and clothing, while girls of that age spend most of their money on clothes, cosmetics and perfumes. The teen market can be segmented in terms of lifestyle groups. The following figure shows a pattern of market segmentation into four teenagers. This segmentation scheme is valuable for marketers who want to focus your marketing efforts in a particular subgroup of adolescents.

Segment

Characteristics Name

1. The social.

2. Versatile participant

3. Passive introverted

4. The sports-oriented

Mostly women, active and outgoing. They are optimistic and plan to attend college. Slightly more women than men: young perpetrators, but less optimistic and less likely to plan to attend college and socially driven. They feel comfortable in social situations and lonely. Slightly more boys than for girls: a remote, self-conscious and less comfortable in situations social. They are less optimistic about the future and spend less. Mainly men out, active and very interested in participating and watching sports. Sports influence their self-image and what they buy.

market segmentation marketing lifestyle of adolescents in the family

Marketing focuses on family relationships among family members based on the roles they assume, including the relationship between buyer and consumer of the family and between the buyer and purchasing decision maker. Marketing family identifies situations that some purchases may be more than a decision maker, while some are more of a consumer. The marketing model of the family, as shown in Figure 3.1 represents nine cells that describes the various buyer-consumer. Depending on where in the fall of various products of the matrix, advertisers advertising and POS products in different

according to their buyer-consumer. The purchase process of family decision-making can be complex, but answering the following questions to identify the different buyer-consumer.

The marketing model family

Despite these responses can not identify all key marketing reports should take into account, can identify a marketing plan for the family, creating a relationship between people and products based on the role that each individual has influence or purchase products. In the restaurant industry, the trend has been to focus on marketing to the family as a unit. Certainly, the use of families born of Industry will restoration of growth in sales and profits.

R.yuvarani, Academic M.phil
Department of Commerce
Periyar University, Salem-11

About the Author

R.yuvarani, M.phil Scholar,
Department of Commerce,
Periyar University, Salem-11

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