'Empty nesters
The empty nesters are people, usually aged 50 to 64, whose children are grown and who are now able to spend their money in other ways. But this is an elusive group because some people marry later and are still raising a family at this age.' -http://www.mhhe.com/business/marketing/Perreault17e/marketing_coach/LA/74.htm
As stated above the group 'empty nesters' are of the age between 50-64. The majority of this group would have gone most of the typical life cycle as illustrated above. Idealistically this would be the time where couples retract back to their youth days and attempt to re kindle their relationship flames. Their children have left home to continue their studies or start to create their own families, which allows this particular group to invest into vital house hold products such as a new toaster or a kettle, this could be suggested as need-shaping buying. This is where a consumer buys products that they don't need or ask for but buy products for the sake of it.
Furthermore, their consumer buying behaviour would have changed back into the 'young married without children stage' and would have reflected their family buying on their off spring. This part of the cycle is fueled by the childrens buying behaviour. A parent in a supermarket will not buy something that they believe that would fullfill their children's desire but the children themselves dictate their parents.
" Anyone who has had the 'delightful' experiance of the supermarket shopping with one or more children knows that children often have a say in what their parents buy," (solomon,2010)
In addition to this it is evident that brands marketing strategies use popular trends such as disney's 'Hannah Montana' as a their brand ambassader and other methods that engage the children's food prefences.
The clip above stresses on the marketing budget used to market towards kids. This demostrates the power that children hold on their parents to pressure their parents to buy mainstream brands such as Kellouges. This is known as parental yielding. It is here were parents become the 'surrender' and depending on the parenting style, majority of parent cave into their childrens demands.
This particular part of the family cycle is continous through out the full nest sector until the last year of the teen years. In addition to this, when referring back to the empty nest aspect of the marketing family cycle is where the family is at their finacial peak. In contrast to previous life stages.
It evident that a family life circuit heavily influences how marketters establish their brand identy. Therefore, hen considering the life cycle module every aspect is highly researched and evualted in order to gain a cosumer interest.
As stated above the group 'empty nesters' are of the age between 50-64. The majority of this group would have gone most of the typical life cycle as illustrated above. Idealistically this would be the time where couples retract back to their youth days and attempt to re kindle their relationship flames. Their children have left home to continue their studies or start to create their own families, which allows this particular group to invest into vital house hold products such as a new toaster or a kettle, this could be suggested as need-shaping buying. This is where a consumer buys products that they don't need or ask for but buy products for the sake of it.
Furthermore, their consumer buying behaviour would have changed back into the 'young married without children stage' and would have reflected their family buying on their off spring. This part of the cycle is fueled by the childrens buying behaviour. A parent in a supermarket will not buy something that they believe that would fullfill their children's desire but the children themselves dictate their parents.
" Anyone who has had the 'delightful' experiance of the supermarket shopping with one or more children knows that children often have a say in what their parents buy," (solomon,2010)
In addition to this it is evident that brands marketing strategies use popular trends such as disney's 'Hannah Montana' as a their brand ambassader and other methods that engage the children's food prefences.
The clip above stresses on the marketing budget used to market towards kids. This demostrates the power that children hold on their parents to pressure their parents to buy mainstream brands such as Kellouges. This is known as parental yielding. It is here were parents become the 'surrender' and depending on the parenting style, majority of parent cave into their childrens demands.
This particular part of the family cycle is continous through out the full nest sector until the last year of the teen years. In addition to this, when referring back to the empty nest aspect of the marketing family cycle is where the family is at their finacial peak. In contrast to previous life stages.
It evident that a family life circuit heavily influences how marketters establish their brand identy. Therefore, hen considering the life cycle module every aspect is highly researched and evualted in order to gain a cosumer interest.
Where's the rest?
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