Today, marketing has become an increasingly complex process just like every other activity of our dailylives. The rising competition has forced us marketers to innovate our arsenal with new weapons such asinternet marketing, SMS, in - film marketing, mobile vans and much other weaponry. However the consumer has always found a strong shield in the comfort zone of his loving family to which our most weapons can’tpenetrate. He uses words like my wife will kill me, my son doesn’t like it, and my mother won’t approve of it. My attempt is to find out how today’s marketers can breach this jacket by understanding the psyche of thefamily members and how much does it influence our target - the buyer.Family as a consuming and decision making unit is a central phenomenon in marketing and consumer behavior. However, in the recent past, there has been a decline in interest in family as a unit of analysis. Yet,at the same time, the family -- as an institution -- is undergoing a metamorphosis and currently stands at thethreshold of significant transformation. The family unit is usually considered to be the most important“buying” organization in society. As marketers we should be particularly interested in the roles and relativeinfluence of the husband, wife and children on the purchase of a large variety of products and services.There is evidence that the traditional husband-wife buying roles are changing. Almost everywhere in theworld, the wife is traditionally the main buyer for the family, especially in the areas of food, householdproducts and clothing. However, with increasing numbers of women in full-time work and many menbecoming “home workers” (or “telecommuting”) the traditional roles are reversing.
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