Family
Family is a key demographic for marketers as they can target many different produc
ts that are involved within the family home and life cycle, whether they are a young couple or middle aged with children their needs and values change. Decision making can come from more than one person and influences can be made in order for products or services to be bought.
There are different definitions of the family:
* Nuclear Family - father, mother & children who live together
* Extended Family - nuclear family plus other relatives such as grandparents,
* Family of Orientation - the family you are born into
* Family of Procreation - the family founded through marriage
Recently there have been many different changes that have occurred to the typical definition of the family, there are more single parent families and births out of marriage and a definate increase in 'step' families. These factors can all influence how marketing agencies contact their audience and the way in which and how they advertise their products.
There is also been a large increase in working mums which means that there is more than one person bringing home a wage it can lead to them having more money to spend, women now account
for 44% of the workforce.
A family’s needs are affected by the number of children, their ages & whether one, two or more adults are employed outside the home. There will always be one key decision maker, it has typically been the female within the house however there are factors which can affect this. These can be, who has more time at home or cultural influences. Although a product may be seen to be for either children or a man the actual people that a marketing organisation may be targeting will be the the mother or the partner. This is because they will be the buyer of the product and not the user the have the most influence on buying many products.
The typical family buying organisation is:
*Gatekeeper
*User
*Influencer
*Buyer
*Decider
Family is a key demographic for marketers as they can target many different produc
ts that are involved within the family home and life cycle, whether they are a young couple or middle aged with children their needs and values change. Decision making can come from more than one person and influences can be made in order for products or services to be bought.There are different definitions of the family:
* Nuclear Family - father, mother & children who live together
* Extended Family - nuclear family plus other relatives such as grandparents,
* Family of Orientation - the family you are born into
* Family of Procreation - the family founded through marriage
Recently there have been many different changes that have occurred to the typical definition of the family, there are more single parent families and births out of marriage and a definate increase in 'step' families. These factors can all influence how marketing agencies contact their audience and the way in which and how they advertise their products.
There is also been a large increase in working mums which means that there is more than one person bringing home a wage it can lead to them having more money to spend, women now account
for 44% of the workforce.A family’s needs are affected by the number of children, their ages & whether one, two or more adults are employed outside the home. There will always be one key decision maker, it has typically been the female within the house however there are factors which can affect this. These can be, who has more time at home or cultural influences. Although a product may be seen to be for either children or a man the actual people that a marketing organisation may be targeting will be the the mother or the partner. This is because they will be the buyer of the product and not the user the have the most influence on buying many products.
The typical family buying organisation is:
*Gatekeeper
*User
*Influencer
*Buyer
*Decider
Children have a large influence in the buying process they tend to watch more television and therefore they have more access to advertising this can also be by way of magazine and the internet. However if they find something they want they will then go to their parents who will then buy it for them, children are highly influencial and are always looking to something or someone to aspire to therefore the inclusion of celebrities can have a higher affect on children.
2 comments:
This is great. You seem to have understood what we did in class
interesting to read.
Post a Comment