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1. Introduction In last decade, there have been significant changes in household structures and composition. It is apparent that falling numbers of marriage, increasing number of divorces, one-child families are common nowadays. Also some couples even do not think about having children in the future or preferred have a puppy than children. Therefore population has been ageing and the birth rate has been much lower than before. In families, both women and men go to work instead of taking care of their children at home. All these phenomena have greatly influenced consumer behavior and consumers purchase decisions in the market. If marketers are not aware of such these changes in households, their businesses may encounter failure. 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.). The ratio of old people is increasing, while married people are not quite willing to have children. It is reported that the number of traditional family unit households has fallen in last decade (Taylor, 2013) and voluntary childlessness is rising. In addition, more and more families prefer to have one child only. This may well be because the economic burden of bringing up ... ... middle of paper ... ...r instance child are more likely utilize pester power and influence their related product such as snack, items in supermarket and new computer technologies. (Sohiffman & Kauk, 2010) In traditionally households, husband dominant decision use to made a primary and import decision, such as buy a house, car and hardware. Wife-dominant is use to make purchase decision of clothing, children’ clothing, groceries and basic living products. Autonomic decision is equally like to made by either, such as non-daily goods, might is men’s clothing or sport equipment. Syncretic decision is couples might discuss and make it decision together, such as travelling, furniture and investment plan else. (Hoyer et al., 2010) In light of the number of these household is less than before, some of products is less family packing or size, instead of produce medium packing for lower demand.

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