FAMILY INFLUENCE ON

CONSUMER BEHAVIOUR
IN INDIA

Indian importance to Values

Culture is the sum total of values and
beliefs acquired from childhood.
This culture has a great impact on
buying behaviour of an individual.
India is always known for its
traditional values.

Indian values
The basic value of indian tradition is
ones family.
Every decision is dependent on
family views.
Family has a greater influence in a
consumers buying behaviour.
From parents to children every
member of the family influence in
buying in one stage or the other.

Joint to nuclear
Due to economy growth and
urbanisation Indian tradition of joint
family is inclining towards nuclearity.
Family structure

Influencers

Joint

Parents
Siblings
Spouse
Relatives
Children

Spouse
Children

Nuclear

MAGGI

MARUTI

FUTURE
Nuclear families will increase but
buying decision will directly or
indirectly be affected by family
members.
Literate (women) crowd is increasing
day by day increasing the Product
knowledge of the customers.
Product knowledge of the family
members makes the sales and
marketing job tough.

CASE QUESTIONS