Family lifecycle stages

Single

Married without children Married with children Infant children Young children Adolescent children Divorced with children

MIDDLE-AGED Single

Married without children Married with children Young children Adolescent children Married without dependent children Divorced without children Divorced with children Young children Adolescent children Divorced without dependent children

OLDER

Older married Older unmarried

SOURGSS- Adapted, from Patrick E. Murphy and William A. Staples, 'A modernized fanaiiy life cycle', .fnitrnal qj? Oonsxtmer /iesererc/i (June 1979), p. 16; © Journal of Consumer Research, inc., 1979. Sec also Janet Wagner and Sherman Hatitta, 'The effectiveness of family life cycle variables in consumer expenditure research',.tourimi (j/Consumer /ieeearcfi (December 1983.). pp. 281-91, role

The activities a person is expected to perform according to the people around him or her, status

The gerKi'al esteem given to a role by society.

wife; in her company, she plays the role of brand manager, A role consists of the activities that people are expected to perform according to the persons around them. Each or'Anna's roles will influence some ofher buying behaviour.

Each role carries a status reflecting the general esteem given to it by society. People often choose products that show their status in society. For example, the role of brand manager has more status in our society than the role of daughter. As a brand manager, Anna will buy the kind of clothing that reflects her role and status.

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