Page 78 - DMGT408DMGT203_Marketing Management

Unit 3: Consumer Markets and Consumer Buying Behaviour

Nine stages of family life cycle (mentioned by William D Wells and George Gubar) are given Notes
below:
1. Bachelor stage: Young, single, not living at home, few financial burdens, fashion opinion
leaders, recreation oriented, buy: basic home equipment, furniture, cars, vacations.
2. Newly married couples: Young, no children, highest purchase rate and highest average
purchase of durables: cars, appliances, furniture, and vacations.
3. Full nest I: Youngest child under six, home purchasing at peak. Liquid assets low. Interested
in new usually heavily, advertised products. Buy: washers, dryers, TV, baby food, chest
rubs and cough medicines, vitamins, dolls, wagons, sleds, skates.
4. Full nest II: Youngest child six or over, financial position better, less influenced by
advertising, buy larger size packages, multiple unit deals, buy: many foods, cleaning
materials, bicycles, music lessons, pianos.
5. Full nest III: Older married couples with dependent children, financial position still better,
some children gets jobs, hard to influence with advertising. High average purchase of
durables: new, more tasteful furniture, auto travel, unnecessary appliances, boats, dental
services, magazines.
6. Empty nest I: Older married couples, no children living with them, head of household in
labour force, home ownership at peak. Most satisfied with financial position and money
saved, interested in travel recreation, self-education. Make gifts and contributions. Not
interested in new products. Buy: vacation, luxuries, home improvements.
7. Empty nest II: Older married. No children living at home, head of household retired.
Drastic cut in income. Keep home. Buy: medical appliances, medical-care products.
8. Solitary survivor I: In labour force, income still good but likely to sell home.
9. Solitary survivor II: Retired, same medical and product needs as other retired group;
drastic cut in income, special need for attention, affection, and security.
Occupation: The nature of one’s occupation can influence buying behaviour.

Example: Blue collared workers tend to buy work clothes, work shoes whereas white
collared corporate executives prefer to buy expensive, tailor made suits.
Life Style: The patterns, in which people live, spend time and money, are collectively called
their lifestyles. It is the ‘whole person’ as expressed in activities, interests and opinions. The
Marketers’ task is to find the relationships between their products and lifestyle groups. The
lifestyle pattern can be determined by the AIO dimensions as shown in the Table 3.1.

Table 3.1: The AIO Framework

Activities Interests Opinions
Work Family Themselves
Hobbies Home Social issues
Social events Job Politics
Vacation Community Business
Entertainment Recreation Economics
Clubs Fashion Education
Community Food Products
Shopping Media Future
Sports Achievements Culture

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