Consumer behaviour
Word count: 1445
Introduction
The aim of this report was to choose a traditional family and establish the choices of entertainment or use of free time by the family members. In order to do this I spent two days with my chosen family so I could observe their behaviour and then I interviewed them. The transcript of this interview can be found in the appendix.
The household observed
The family that was visited and observed consisted of a middle aged couple with 2 children aged 13 (Annabel) and 18 (Jennifer). The family is English and live in London, The father (Adrian) is a software designer and the Mother (Teresa) is a biomedical scientist and is a department manager in charge of over 15 other staff members.
This family is classed as a traditional family. In the 1950’s traditional families were defined in a different way that they are today, for example in the 1950’s the father was the bread winner and the wife took care of the home, however recently the traditional family has been decreasing due to factors such as higher divorce rates, later marriages and decreasing birth rates (Assael, 2004, Pg. 435). The family is currently in the Full Nest III stage in the family life cycle (Assael, 2004, Pg. 438) this is because both children are teenagers who still live at home, This means that the family are likely to spend more money on food and household items, as well as this the family has begun to spend more money on teen related items such as clothes, electronics and recreational products. From observation I can tell that this family are in social grade B (Middle class) this is because both parents are intermediate managerial, administrative or professional (http://www.businessballs.com/demographicsclassificati ...