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In light of these, this paper is going to analyze how the household structures and composition have changed and illustrate with examples how these changes have affected the family decision making process and thus the marketplace. 2. Changes in Family and Household Structures As said, there have been significant changes in household structures and composition in last decade, and it has impacted on consumers purchase decisions and consumption patterns. This section will analyze what those changes are. First of all, the population is ageing as a result of generally longer life expectancy and lower birth rates (CZSO, n.d.).
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