The relationship between household life cycle and purchasing price
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(Published version)
Date
2012
Authors
Trinh, G.
Pare, V.
Wright, M.
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Conference paper
Citation
Australian and New Zealand Marketing Academy 2012, 2012, pp.1-6
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Australian and New Zealand Marketing Academy 2012 (3 Dec 2012 - 5 Dec 2012 : Adelaide, South Australia)
Abstract
The research examines the relationship between price paid by the household for fast moving consumer goods products and different stages of household life cycle. We found evidence of changes in average price paid as households pass from one stage of the household lifecycle to another. The changes follow an S shape pattern across multiple product categories. Average purchasing price declines as households move from the pre-family stage to the young family stage, increases at the older family and post family stages, and then decreases again at the older single stage.
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Copyright 2012 Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University