FAMILY LIFE CYCLE: This model was given by Wells and Gurber in 1960's
The six stages of family life cycle affect the sales of any product and they are as follows:
1.Leaving home: single young adults
2.The joining of families through marriage: the new couple
3.Families with young children
4.Families with adolescents or teenagers
5.Launching children and moving on
6.Families in later life
Now let us consider every stage in terms of Amul Butter's consumption considering a family who is average in income :
Stage 1 : A single young adult may or may not consume butter. If he is extremely health conscious, he will not buy butter at all as compared to someone who occasionally or regularly consumes butter. This will obviously affect the sale of butter.
Stage 2 : This single young adult is now married and now has one more adult living with him. Considering that butter acts as a cooking medium, as opposed to no butter consumed at all, some amount of butter consumption will now begin. Again the amount of consumption depends on the two individuals.
Stage 3 : Now that the couple has children again the amount of butter consumption will increase as the goodies that are made usually contain butter, for ex: cake, cookies etc. Besides. butter may also be now used in various other ways to make food interesting for kids. Also the consumption will depend on the number of children.
Stage 4 : Families with adolescent children will still have some or the other amount of butter consumption. I feel the maximum amount of butter consumption happens in stage 3 and stage 4. But again this is my perspective on the subject.
Stage 5 : This is a stage where I feel butter consumption will again start declining as the number of members in the family has gone down with children becoming now independent adults and off in their directions. The couple has also aged and may be more health conscious about cholesterol and heart disease.
Stage 6: The butter consumption will continue its decline as the couple grows old. Various health issues may not allow them to consume butter on a large scale.
One major critique for this model is that this model does not consider families without children, bachelors, spinsters etc.
Thus a family life cycle may affect the consumption of butter or any other product for that matter.
The six stages of family life cycle affect the sales of any product and they are as follows:
1.Leaving home: single young adults
2.The joining of families through marriage: the new couple
3.Families with young children
4.Families with adolescents or teenagers
5.Launching children and moving on
6.Families in later life
Now let us consider every stage in terms of Amul Butter's consumption considering a family who is average in income :
Stage 1 : A single young adult may or may not consume butter. If he is extremely health conscious, he will not buy butter at all as compared to someone who occasionally or regularly consumes butter. This will obviously affect the sale of butter.
Stage 2 : This single young adult is now married and now has one more adult living with him. Considering that butter acts as a cooking medium, as opposed to no butter consumed at all, some amount of butter consumption will now begin. Again the amount of consumption depends on the two individuals.
Stage 3 : Now that the couple has children again the amount of butter consumption will increase as the goodies that are made usually contain butter, for ex: cake, cookies etc. Besides. butter may also be now used in various other ways to make food interesting for kids. Also the consumption will depend on the number of children.
Stage 4 : Families with adolescent children will still have some or the other amount of butter consumption. I feel the maximum amount of butter consumption happens in stage 3 and stage 4. But again this is my perspective on the subject.
Stage 5 : This is a stage where I feel butter consumption will again start declining as the number of members in the family has gone down with children becoming now independent adults and off in their directions. The couple has also aged and may be more health conscious about cholesterol and heart disease.
Stage 6: The butter consumption will continue its decline as the couple grows old. Various health issues may not allow them to consume butter on a large scale.
One major critique for this model is that this model does not consider families without children, bachelors, spinsters etc.
Thus a family life cycle may affect the consumption of butter or any other product for that matter.
