Question

Describe 3 household/family purchase roles and relate all 3 to a real–world example of how these roles might play out in a purchase situation. How can marketers target consumers playing these different roles? Give an example of how changing households are affecting household consumer behavior.

Answer 1

In a family usually different members are alloted different roles in making purchases . The male members usually we find making decisions in buying assets such as cars , house , more durable goods etc . While women buy ration , daily necessities etc . Even children participate in such purchase roles , in which they buy books , copies , food etc . These roles can differ from one family to another .

Marketers target their consumer base based on analysis of these roles . As for example , marketers of children's books and stationary materials usually make them attractive , colorful etc to attract children or young members of a family who are the actual purchasers .

Changing household can be best depicted when a large family changes to nuclear one , or when a child joins the family . After a child is born the consumptions decisions of the family becomes child oriented . The allocation of income to studies , food , child's clothes etc is increased .