Understanding how you can market

to the many household influences

Common household structures and roles help explain how families change

over time. You can use them to identify core target markets and use that data

to modify your marketing message. These influences are great predictors of

family and household spending.

When you understand the common household structures a family can have,

you can better understand the products that consumers use as the structure

changes. You can find information through market research that shows you

what interests and motivates them and what kind of financial status the aver-

age person has. Doing so helps you create a marketing message that’s appeal-

ing and enticing to them. You also can use the household variables to monitor,

measure, and predict changes in demand for specific product categories.

Household structure serves as a more accurate tool than chronological

age because there are significant differences in consumer spending habits.

Differences include consumption patterns, the amount of money spent, the

products purchased, and the products that are of interest to the consumer.

 The decision-making process within families is crucial to your business. When

you understand the structure and lifestyle of the household you advertise in,

you can cater your message to meet its needs. This increases your chance of

drawing the household into your business, purchasing your products, and

using your services. If you aren’t catering your advertising in this way, you’re

missing what could potentially be a large market.