Abstract:
ABSTRACT: The family life cycle theory was used in the research as a tool for segmenting markets and developing marketing
strategy. Households are not always family based and can take the form of single households, same gender
households, and cohabiter-type households, each displaying distinctly different consumption behaviours. The
researchers investigated whether the household life cycle theory is a valuable basis for segmentation in the South
African environment.
The results indicated that although the household life cycle theory has proven useful in differentiating between
households in their consumption behaviour, it should not be used exclusively in segmenting markets due to the high
level of within-stage heterogeneity.
OPSOMMING: Die gesinslewensikluskonsep is as ’n hulpmiddel gebruik in marksegmentering om bemarkingstrategieë te ontwikkel.
Huishoudings is egter nie altyd gesins-gebaseerd nie en kan bestaan uit enkel-, dieselde geslag-, en
saamblyhuishoudings wat elkeen merkbare verskille kan toon ten opsigte van verbruikspatrone. Ondersoek is
gedoen oor die huishoudingslewensiklusteorie as basis vir marksegmentering in die Suid-Afrikaanse omgewing.
Die resultate dui daarop dat ofskoon die huishoudingslewensiklus bruikbaar is om tussen huishoudings te
differensieer in terme van verbruiksgedrag, diè teorie nie uitsluitlik en in isolasie gebruik moet word nie vanweë die
hoë vlak van binne-stadium verskillendheid.
