When someone says family, I normally think of my family, mother, father, brothers, sister, grandma cousins, nieces and nephews... J I think of the TV programs 'My Family' and ' Family Guy'. When it comes to marketing, families are looked into more ...
Families normally live together and influence each other on the decisions they make..
(80% of UK purchasing decisions are made by women but 83% of 'creatives' are men) When people talk about families, initally these words come to my head, culture, values, perception, religion and groups...
n Field (1969) identified three dimensions to determine relative influences of husband, wife, child -
n discernment or technical know how
n price - expensiveness - who pays
n satisfaction - who uses
Who should the marketing organisations aim to attract ??/
- Gatekeeper
n User
n Influencer
n Buyer
n Decider
The following things were dicussed in lecture:
n Women are more likely to shop (Women 75% men 53%)
n Men are more likely to do DIY (Men 46%, Women 26%)
n Men are more likely to use the internet (Men 49%, Women 40%)
n Men are more likely to play computer games (Men 27%, Women 12%)
n Men are more likely to have shopped online (Men 58%, Women 48%)
n Around twice the number of men had bought computer software and hardware and electronic equipment)
n Women shopped on line for groceries (Women 24%, Men 17%)
Families must be looked in to when it comes to marketing as it might be difficult to decide on who to attract in the family, the user, buyer or decison maker... marketers need to look at this carefully.
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