Changes in family dynamics predict purchase and consumption

Authors: Herbst, Kenneth C.; Stanton, John L.

Source: British Food Journal, Volume 109, Number 8, 2007 , pp. 648-655(8)

Publisher: Emerald Group Publishing Limited

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Abstract:

Purpose - The purpose of this paper is to examine the changes that have taken place in the family and relate these changes to where and how people eat. Design/methodology/approach - Female heads of household were surveyed via telephone interviews to identify the characteristics of how the modern family dines. The telephone interview was conducted by a commercial research organization and used random digit dialing methods to identify potential respondents. The personal telephone interview was conducted by trained interviewers provided by the research supplier. The respondents were screened to insure that the respondent was a head of household. Findings - Data revealed that families are reacting to time pressures in a way that changes the way they prepare foods while not affecting the end result. Overall, 75 percent of families eat as a family in the home five or more nights per week. In addition, 85 percent of those who eat together four nights a week or fewer, claim they would like to eat at home more often with their families. Today, families are eating together, even if it means making mealtime part of the daily multi-tasking ritual. The extent to which families actually make a point to eat meals together could be an invaluable and irreplaceable component of healthy family relations. Culture, economy, and society have changed and people have again started ensuring that eating together occurs on a daily basis. Originality/value - The paper highlights how the changing role of the family can dramatically influence the food industry.

Keywords: Consumer psychology; Family; Food industry; Marketing

Document Type: Research article

DOI: http://dx.doi.org/10.1108/00070700710772435

Publication date: 2007-08-14