IJMSS

Vol.03 Issue-02, (February, 2015)
ISSN: 2321-1784
International Journal in Management and Social Science (Impact Factor- 3.25)
THE ROLE OF FAMILY INFLUENCE IN BUYING HANDICRAFTS PRODUCTS
Dr. Manjusmita Dash
Faculty, Dept Of business Administration,
Utkal University, Vani Vihar,BBSR-4,Odisha
ABSTRACT
The family is may be the most influencing factor for an individual. It forms an environment of

socialization in which an individual will evolve, shape his personality, acquire values. But also develop
attitudes and opinions on various subjects such as politics, society, social relations or himself and his
desires. Each family member may strongly believe that he or she exert a great deal of influence in
some decision and little in others, independent of their influence of other family members
(Bernhardt,1974).The purpose of this research is to determine the effect of families in decision
making process for several important products. Most of the findings of the study support the normal
behavior of Indian families. The purpose of this report is to discuss the role of the family in consumer
behavior.
INRODUCTION
Family is the most influential group for the consumer. The family members can strongly
influence buyer behavior. Family habits generally have a strong influence on the consumer buying
behavior. As the fundamental social unit, the family’s influence of consumer behavior is most
important and fundamental. Family acts as a purchasing unit and may be supplying needs of perhaps
two or more generations. In Indian families, the parents not only look after the needs of their
children but also of their grand-children. Indian families as a purchasing unit are fundamentally
different from their wester counterpart. In an Indian family, grandfather who is not a bread earner
can decide on how his grandchildren be brought up. The mother-in-law can decide on behalf of the
housewife. One’s attitude towards materials’ possession and thrift are shaped by the family. The
family makes the children adopt particular form of purchasing behavior. Marital status influences
the consumers. A buyer’s cultural characteristics, including values ,perceptions, preferences, and
behavior learned through family or other key institutions, is the most fundamental determinant of a
person’s wants or behavior. The purchasing behaviours of married people are different from those
of the unmarried people. Among the married people, the influence of spouse on buying behavior is

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Page 445

The present study is a humble attempt to do this. It is observed during the pilot survey that most of the handicraft items are chosen and purchased by the women of the family. artistic and aesthetic aspects have been studied by a number of scholars. The processes families use to make purchases decisions and the outcomes of those processes have important effects on the wellbeing of the individual family members and the family itself. Gupta and Pal. we have presented some literatures on this context. variation of family role structure orientation and the specific stage of decision making process. cognitions and consumption behaviours.IJMSS Vol.3. cultural. REVIEW OF LITERATURE In view of the importance of the handicrafts in our economy and society. Hawkins. such as. Best. Before it is done.com Page 446 . a review of existing literature is presented below. Coney. age and important events in life like marriage. technical. They add that different stages of family life cycle will be involved in purchasing different types of products which has a greater impact on our buying behavior. In order to discuss about the family involvement in buying crafts items.net. Slama and Tashchian. economic. Research dominated also showed that domination is fluid and likely to shift based on certain dimension as variation of product or service. Sometimes buyer has to take the decision alone.03 Issue-02. various aspects of handicrafts. studies in different aspects of handicraft in the state of Orissa are limited. birth of children. The current problems in the handicraft industry.ijmr. retirement and of spouse.(2007)many family purchases are inherently emotional and affect the relationship between the family members. That influence consumers affective reactions. However.Included in the International Serial Directories International Journal in Management and Social Science http://www. So family decision making involves the buying behavior which is the consideration of questions such as who buys. 2015) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor.in email id. Most studies classify family consumption decisions as a) husband dominated b) wife dominated) syneratic and d)autonomic.(1985)state that family life cycle acts as a summary variable capturing the combined effects of income. (2001) marketers are very keen to know the influence of husband or wife in family decision making. who decides and who uses.25) significant. sociological.irjmss@gmail. particularly in the rapidly changing conditions in Orissa. Mookerjee. (February. call for a fresh look. A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal .

According to the locality both in rural and urban areas the mean is high having 67. out of which 900 valid questionnaires have been received. MIG.IJMSS Vol. Here table 1.3. We have designed two types of questionnaires. We have divided the sample customers in two parts. In view of this. The proposed sample size was 1000 for customers.10% A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal .03 Issue-02.in email id. an attempt is made to know the person who actually takes buying decisions to purchase handicrafts.25) OBJECTIVE OF THE STUDY The main objective of this article is to study among all the members in the family. RESEARCH METHODOLOGY For the present investigation. Orissa. mainly because of the striking selection of decorative and utilitarian art and craft and special creative and imaginative craftsmanship’s of Odisha. HIG. Most of the times. (2006) Impuse buying is any purchase not planned by the consumer.net. one for customers and second for artisans. It is to be noted that not “unplanned” aspect of the purchase will be oriented towards the urge to gratify an impulse where the consumer has brought the product (or the brand) without planning to buy it .1 shows the persons influencing the buying decisions in handicrafts. In case of LIG. here they buy it on its own or with somebody of the family with them.e.59% and 65. The required data for the present study have been collected mainly from primary sources. The present research has been conducted for four handicraft items. Stone Carving. Hence.1 and chart 1A present the importance of impulse for buying handicrafts items on the basis of locality and income groups. the mean value is 72.com Page 447 . rural and urban.Included in the International Serial Directories International Journal in Management and Social Science http://www.636) respectively for self.ijmr. IMPULSE BUYING Ramesh Kumar. So. Mostly. we have analyzed most of the people would tend to go for impulse buying of handicrafts items. Table 1. they purchase that item. people buy handicraft items by seeing it either in exhibitions or in local shops. after seeing the item they feel the need for it. So.irjmss@gmail. which is a state of India. 1. Primary data have been collected through the “Survey Method” with the help of structured questionnaires. Pattachitra. According to the income groups also the self has got high percentage with high mean value.96% (+1. is purposively selected. The person who influences the buyer decisions may be different from the person who takes buying decision. spouse tend to influence the buying decisions for handicrafts in the family. (February. 2015) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor. Filigree 4. i. Applique 3.It is the intention to act suddenly which may be a marked deviation from the regular behavior the shopper intended to exhibit. at that point. 2.

irjmss@gmail.365) of respondents make their purchase by the reference groups.973) respondents have said that they themselves take the decisions to buy handicrafts while 13.44% 3. The remaining 6.59% 65.83% 10.40% 9.365 Self Spouse Parents Family Members Reference Group A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal .ijmr.61% (+1.36 ±0.973 12.197 ±1.404 ±1.69% (+0. 2015) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor.01% 4.in email id. 9.10% 62.IJMSS Vol.912 ±0.77 ±0. (February.00% (+2.net.06% 10.96% 72.382 ±0.854 ±1.116 ±0.30% 2.00% 66.367).205 ±0.11% 8.685 9.795 ±1.657).53% 17. 62.79% 7.191 ±0.Included in the International Serial Directories International Journal in Management and Social Science http://www.508 ±0. 65.742 ±0.670) have mentioned that their parents take the decisions and 3.13 ±0.40% 11.91% (+0.1 : % influence of family members on purchase of handicraft items.49% 10.91 ±1.69 ±0.191) respectively.19 ±1.01% 5.636 ±1.77% (+0.26 ±0.16% 4.612 ±0. Table 1.61% 65.591 ±0.930 ±1.36% (+0.16% 6.360 ±0.670 5.25) (+1.com Page 448 . Locality Income Groups Total Urban Rural LIG MIG HIG 67.513 4.878 ±1.767 ±1. As many as 66.32% 10.3.99% 13.64% 10.709 ±0.513) have stated that other members of their family take the decision to buy handicrafts.25% 6.00% 13.657 ±2.367 ±1.397 ±0.84% 2.508 ±0.685) of respondents have expressed that their spouses take the decision.26% (+0.03 Issue-02.

Table 1. The person who influences the buyer decisions may be different from the person who takes buying decision.636) respectively for self.26% (+0.191) respectively. the mean value is 72.91% (+0.365) of respondents make their purchase by the reference groups. Hence. it can be concluded from the above that a majority of the respondents have expressed that they themselves take the decision to buy handicrafts.973) respondents have said that they themselves take the decisions to buy handicrafts while 13. an attempt is made to know the person who actually takes buying decisions to purchase handicrafts. The marketer needs to determine which member normally has the greater influence in choosing various products. The remaining 6.03 Issue-02.61% (+1. influence of spouse is important than other A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal . (February. In case of LIG.com Page 449 . In case of purchasing of any handicraft item.Included in the International Serial Directories International Journal in Management and Social Science http://www.96% (+1.657).1 shows the persons influencing the buying decisions in handicrafts. SPOUSE VS OTHERS The wife has traditionally acted as the family’s main purchasing agent. MIG.77% (+0. husbands and wives engage in more joint decision-making.25) Chart 1A: Self Spouse Parents Family Members Reference Groups 80% 60% 40% 20% 0% Urban Rural LIG MIG HIG Area wise and Income wise responses on impulse buying Therefore. 2015) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor. In case of expensive products and services.670) have mentioned that their parents take the decisions and 3.3.irjmss@gmail.59% and 65. 9.net. According to the income groups also the self has got high percentage with high mean value.00% (+2.513) have stated that other members of their family take the decision to buy handicrafts. 65.IJMSS Vol.in email id.685) of respondents have expressed that their spouses take the decision.69% (+0.36% (+0. HIG.ijmr.367). 62. According to the locality both in rural and urban areas the mean is high having 67.10% (+1. As many as 66. This is changing with the increased number of working wives and the husbands doing more family shopping.

6% (102) (132) (234) (78) (102) (54) (234) 60.IJMSS Vol.irjmss@gmail.net.78% 9.56% 21.36% 9.com Page 450 .36% 19.91% 15.96% 12.2: Reponses on influence of family members on purchase of handicraft items.3. So.94% 14. spouse would tend to more influence the buying decisions for handicrafts in the family than others. here they buy it on their own or with somebody of the family with them.05% (114) (75) (189) (72) (75) (42) (189) 9.49% 7.23% 9. the purchaser himself influences the buying decision most. (February. 2015) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor.06% 16.65% 57.93% 26.27% 24.25) family members. Locality Income Group Sources Urban Rural Total LIG MIG HIG Total 14.22% 14.Included in the International Serial Directories International Journal in Management and Social Science http://www.54% 79. children’s and other family members (in the order of their importance in influencing). A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal .3% 58.36% (66) (45) (111) (45) (39) (27) (111) 715 531 474 501 271 Spouse Self Parents Children Others Total From above table.86% 26.47% 12.56% 52.ijmr.in email id. Here among all the members in the family.29% (433) (279) (712) (278) (287) (147) (712) 15. Most of the buyers of handicrafts are influenced by their spouses. after seeing the item they feel the need for it and purchase that item.05% 15. Table 1.12% 21.46% 20. people buy handicraft items by seeing it either in exhibitions or in local shops. Mostly. Most of the times. This is the person who influences the buying decision may be different from the person who takes buying decision.29% 54.24% 79.03 Issue-02. parents.

S. parents and others. University of Michigan. One is the buyer’s parents who make up the family of orientation.3. after seeing the item they feel the need for it and purchase that item. Kamaladevi (1996). This is followed by the influence by the spouse. G. and economics and a sense of personal ambition. Russi Jal Taroporevala for D. It can be distinguished between two families in the buyer’s life. and children on the purchase of a large variety of products and services.com Page 451 .’ Husband-Wife Influence in the Purchase Decision Process for Houses”. the purchaser himself influences the buying decision most. and D. Pvt. Bombay. Golden Jubilee Volume of the Orissa Historical Research Journal Vol – XXX ( Nos – 2. A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal . New Delhi.ijmr. Development and its Impact on Rural Artisans. Dissertation. self-worth. S.in email id. REFERENCES Bernhardt. In case of purchasing of any handicraft item. 2015) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor..Marketing of handicrafts.irjmss@gmail. Marketers are interested in the roles and relative influence of the husband. and love. K and Rao. 3 & 4 ) Enarkshi.Included in the International Serial Directories International Journal in Management and Social Science http://www. Decorative Designs and Craftsmanship of India.25) CONCLUSION Mostly.”Family and social influences in buying decision making –A study on Refrigerator” NMIMS Journal. Glimpses of Orissa Art and Culture. Das.S (1980). it can be concluded from the above that a majority of the respondents have expressed that they themselves take the decision to buy handicrafts. The glory of Indian Handicrafts. M(1994). Gill. Chandrasekhar. Delhi. K. Ltd. The marketer needs to determine which member normally has the greater influence in choosing various products. wife. Family is the most influential group for the consumer.L.IJMSS Vol. The family members can strongly influence buyer behavior.03 Issue-02. Therefore. Gupta. R. Bhavnani (1964).B. Indian Publishers Venugopal. Chattapadhya. politics. From parents a person acquires an orientation toward religion. Taraporevala Sons & Co.31-41. The other is the family of procreation-the buyer’s spouse and children-exert a more direct influence on everyday buying behavior. and Distributors. H. Unpublished Ph.2002). Chundawat (July-Dec.D.C (1984).net. in that order. (February. Indian Book Company..

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M.(1987))”Changing Patterns in the Applique Crafts of Pipli.(1994) Appliqué Craft Tradition of Orissa and Change. A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal .irjmss@gmail. New Age International Publishers.ijmr.03 Issue-02. Ltd. Banani. Sultan Chand & Co. Samal. Mohapatra Ramesh Chandra. 2005. Thesis of Department of Anthropolo. and Kazmi S H H(2009)Consumer Behaviour Text and Cases.net. (February.IJMSS Vol. Pvt.in email id. Khan Matin (2008)Consumer Behaviour.D.” Orissa Review. New Delhi.3.December. Upadhyaya.com Page 453 .25) Batra K.N(2000)Economics of Handicraft Industry.Included in the International Serial Directories International Journal in Management and Social Science http://www. Ph. Excel Books. 2015) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor.