An investigation into the family life cycle within a South African context

• Main Author: Koekemoer, Evan
• Format: Others
• Language: English
• Published: Nelson Mandela Metropolitan University 2006
• Subjects: Consumer behavior > South Africa; Market segmentation; Consumers > South Africa
• Online Access: http://hdl.handle.net/10948/191

Each individual/household progresses through the family life cycle (FLC). This progression, which is characterized by various stages and varying consumption portfolios, can be traditional or non-traditional in nature. In the general marketing sense, the FLC concept has great value. The concept is utilized in a variety of marketing activities, particularly in segmentation, and is also applied in consumer behaviour. The lack of research regarding the FLC in South Africa and the need to investigate the concept’s applicability to different environments motivated this research. The aim of the study was to determine how the FLC within a South African context compared to the theoretical depiction of the concept. The evaluation of literature revealed five distinct traditional stages and an array of non-traditional stages, determined by a combination of life stage determining variables. Regarding the empirical approach, self-administered questionnaires were distributed to a convenience sample consisting of 225 students and staff members of the then Port Elizabeth Technikon. The empirical findings revealed the following. {u100083} Non-traditional stages were more prevalent than traditional stages. ii {u100083} Marital status, the presence/absence of children and living arrangement appear to be sufficient life stage determining variables for both current and prospective life stage classifications. {u100083} The consumption portfolios of individuals in the traditional FLC were similar to theory. The research provided insight into the consumption portfolios of individuals in the non-traditional FLC. {u100083} Based on the intentions of certain individuals regarding marriage, having children and living arrangements, it appears as though the future FLC will include an integration of traditional and non-traditional progressions.