Leona K. Hawks

Family life cycle differences for shopping styles, information use, and decision-making

This article identifies shopping styles, information use, and decision-making differences by family life cycle stage in a purchase of a durable good. Data were collected using mailed questionnaires. The sample consists of 378 cases. Data are analyzed using factor analyses, analysis of variance, and cross tabulations. The shopping style factor indicates younger adults are brand conscious. The consumer factor indicates that people in older life cycle stages read more than people in younger life cycle stages. The inexperience factor indicates single parents, younger families, and younger adults are more inexperienced. The decision-making variable indicates that younger adults and single parents make decisions by themselves and younger families make decisions with their spouses. Reasons for purchases indicate that single parents do not own the product, older families are replacing, and retirees want new product characteristics.