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Responding to growth in the lone-person 
household in Australia 
Bianca Johnston 
Kimberley Odgers 
Lauren Martin
This case study focuses on the lone-person household 
social group. The lone-person household social group 
is characterised as individuals, either male or female, 
who are single by choice. They are identified as people 
who prefer to live alone, and place value on fostering a 
career, travel, independence and freedom, over finding 
a partner or starting a family. It is a shifting of ideals, 
moving away from the nuclear family in favour of 
being independent, self-reliant and single.
The number of Australians 
living alone is going to have 
the most rapid increase of all 
household types in the next 25 
years. 
Source: ABS Household and Family Projections, Australia, 2006 to 2031 (cat. 
no. 3236.0)
The consumer decision making process has 
aspects that can be affected by the changes in 
the demographic composition of the 
household. 
There are three parts to the consumer 
decision making model, 
Input, Process and Output.
Input has two factors, Marketing and Sociocultural. 
 Marketers need to recognise the growth in the 
lone-person house hold and may need to 
reconsider their marketing approaches for some 
products and services to ensure that they are not 
only appealing to families and couples. 
 Sociocultural influences for the lone-person house 
hold are going to continue to be important in the 
decision making process, as if the consumer has 
any doubt or hesitation, this is where they may 
look to for guidance, such as family or social 
groups.
 Need recognition is going to have less external 
factors in a lone-household. There will be no 
partner, or children to contribute or influence the 
needs that arise within the household. 
 Pre-purchase search and Evaluation of 
alternatives may not be affected by the 
demographic changes, as a purchase is already 
going to be made at these stages.
Output comprises of Post-Purchase Evaluation and 
Purchase Behaviour. 
 The purchase behaviour is not going to be 
affected, as no matter who has made the 
purchase, they are going to use it in one of the 
three purchase behaviour manners. 
 Post-Purchase evaluation is going to rely heavily 
on the individual, rather than the consensus of 
the family or couple.
This case study focuses on the rising number in lone person 
households, featuring Melissa and Susan. 
Based on these large demographic changes, there has been a 
flow on effect on the demand of goods and services. 
Goods in higher demand: 
 Suitable housing for people living alone 
 Individually portioned food products 
 Security equipment, such as alarms 
 Restaurants that allow for the ‘shared dining experience’ 
 Services such as dry cleaners, dog walkers and food 
delivery
Previously marketing has been based around the tradition 
family life cycle. The lone-person households are defying 
these stereotypes. This is affecting how marketers 
communicate with and market. 
Melissa and Susan are in the ‘single by choice’ segment. This 
segment is not defined by age or income. 
Many companies are making special appeal to singles by 
featuring singles in their marketing campaigns. 
However it is not always necessary to exclusively target this 
particular segment. Some goods are marketed the same, 
regardless of the consumer’s relationship status or living 
situation. Advertising to singles should not always be based 
around the assumption they want to find a partner.
Reference groups are a point of comparison which 
influences attitudes and behaviours of consumers 
Reference groups have been recognised by social 
scientists ‘…as a determinant of behaviour. The fact 
that people act in accordance with a frame of reference 
produced by the groups to which they belong is a long-accepted 
and sound premise (Bearden, Etzel 1982).
One of the most influential reference groups with the 
lone person social group is family. The attitudes, 
behaviour and beliefs exhibited by ones family form a 
strong point for reference for an individual’s own 
behaviour. One’s family sets the bar for many people, 
and have formed similar or identical behaviours and 
values from a young age. Thus, family is an important 
normative reference group to be considered by 
marketers in the decision making process.
By recognising that lone-household individuals see family as a point of reference for buying 
behaviours and attitudes, marketers can creating advertisements which demonstrate how a 
product is accepted, approved or even consumed by a certain reference group. A marketing 
communications message that would appeal to individuals living in a lone-person 
household would be one that reflects the values held by this group. For example, words 
such as ‘independent’ and ‘self-reliant’ are the types of words that this group would identify 
with. This, combined with an emotional appeal would be a persuasive way to send a 
message by causing an emotional response in the message recipients. For example, the 
marketers of a frozen meal company could market their meals as being ‘wholesome’, ‘like a 
home cooked meal but in a third of the time’, ‘nutritious meal for those on the go’ and so on. 
Phrases such as these appeal to single people who need to take care of themselves, and plays 
on the need to look after one’s health. Using the ‘mother knows best’ approach makes lone-household 
individuals feel like they must be looking after themselves if the product is 
‘mum-approved’. This is because ‘consumers who buy a specific brand perceive themselves 
as similar to others who consume that same brand’… (Wei, Yu 2012).

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Bma262 consumer behaviour case study 9.1

  • 1. Responding to growth in the lone-person household in Australia Bianca Johnston Kimberley Odgers Lauren Martin
  • 2. This case study focuses on the lone-person household social group. The lone-person household social group is characterised as individuals, either male or female, who are single by choice. They are identified as people who prefer to live alone, and place value on fostering a career, travel, independence and freedom, over finding a partner or starting a family. It is a shifting of ideals, moving away from the nuclear family in favour of being independent, self-reliant and single.
  • 3. The number of Australians living alone is going to have the most rapid increase of all household types in the next 25 years. Source: ABS Household and Family Projections, Australia, 2006 to 2031 (cat. no. 3236.0)
  • 4. The consumer decision making process has aspects that can be affected by the changes in the demographic composition of the household. There are three parts to the consumer decision making model, Input, Process and Output.
  • 5. Input has two factors, Marketing and Sociocultural.  Marketers need to recognise the growth in the lone-person house hold and may need to reconsider their marketing approaches for some products and services to ensure that they are not only appealing to families and couples.  Sociocultural influences for the lone-person house hold are going to continue to be important in the decision making process, as if the consumer has any doubt or hesitation, this is where they may look to for guidance, such as family or social groups.
  • 6.  Need recognition is going to have less external factors in a lone-household. There will be no partner, or children to contribute or influence the needs that arise within the household.  Pre-purchase search and Evaluation of alternatives may not be affected by the demographic changes, as a purchase is already going to be made at these stages.
  • 7. Output comprises of Post-Purchase Evaluation and Purchase Behaviour.  The purchase behaviour is not going to be affected, as no matter who has made the purchase, they are going to use it in one of the three purchase behaviour manners.  Post-Purchase evaluation is going to rely heavily on the individual, rather than the consensus of the family or couple.
  • 8. This case study focuses on the rising number in lone person households, featuring Melissa and Susan. Based on these large demographic changes, there has been a flow on effect on the demand of goods and services. Goods in higher demand:  Suitable housing for people living alone  Individually portioned food products  Security equipment, such as alarms  Restaurants that allow for the ‘shared dining experience’  Services such as dry cleaners, dog walkers and food delivery
  • 9. Previously marketing has been based around the tradition family life cycle. The lone-person households are defying these stereotypes. This is affecting how marketers communicate with and market. Melissa and Susan are in the ‘single by choice’ segment. This segment is not defined by age or income. Many companies are making special appeal to singles by featuring singles in their marketing campaigns. However it is not always necessary to exclusively target this particular segment. Some goods are marketed the same, regardless of the consumer’s relationship status or living situation. Advertising to singles should not always be based around the assumption they want to find a partner.
  • 10. Reference groups are a point of comparison which influences attitudes and behaviours of consumers Reference groups have been recognised by social scientists ‘…as a determinant of behaviour. The fact that people act in accordance with a frame of reference produced by the groups to which they belong is a long-accepted and sound premise (Bearden, Etzel 1982).
  • 11. One of the most influential reference groups with the lone person social group is family. The attitudes, behaviour and beliefs exhibited by ones family form a strong point for reference for an individual’s own behaviour. One’s family sets the bar for many people, and have formed similar or identical behaviours and values from a young age. Thus, family is an important normative reference group to be considered by marketers in the decision making process.
  • 12. By recognising that lone-household individuals see family as a point of reference for buying behaviours and attitudes, marketers can creating advertisements which demonstrate how a product is accepted, approved or even consumed by a certain reference group. A marketing communications message that would appeal to individuals living in a lone-person household would be one that reflects the values held by this group. For example, words such as ‘independent’ and ‘self-reliant’ are the types of words that this group would identify with. This, combined with an emotional appeal would be a persuasive way to send a message by causing an emotional response in the message recipients. For example, the marketers of a frozen meal company could market their meals as being ‘wholesome’, ‘like a home cooked meal but in a third of the time’, ‘nutritious meal for those on the go’ and so on. Phrases such as these appeal to single people who need to take care of themselves, and plays on the need to look after one’s health. Using the ‘mother knows best’ approach makes lone-household individuals feel like they must be looking after themselves if the product is ‘mum-approved’. This is because ‘consumers who buy a specific brand perceive themselves as similar to others who consume that same brand’… (Wei, Yu 2012).