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    The document discusses the roles of different family members in purchase decisions. It states that the family is the primary decision maker for most consumer purchases. When making purchase decisions, all family members typically contribute and take a joint decision. It is important to understand the roles and perceptions of each family member to effectively market to the whole family. The document then outlines two common roles: the information gatherer, who initiates purchase ideas and collects product information, and the influencer, who helps evaluate alternatives and establishes standards to compare brands.

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    The document discusses the roles of different family members in purchase decisions. It states that the family is the primary decision maker for most consumer purchases. When making purchase decisions, all family members typically contribute and take a joint decision. It is important to understand the roles and perceptions of each family member to effectively market to the whole family. The document then outlines two common roles: the information gatherer, who initiates purchase ideas and collects product information, and the influencer, who helps evaluate alternatives and establishes standards to compare brands.

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    10 views1 page

    FullSizeRender 2

    Uploaded by

    mgush
    The document discusses the roles of different family members in purchase decisions. It states that the family is the primary decision maker for most consumer purchases. When making purchase decisions, all family members typically contribute and take a joint decision. It is important to understand the roles and perceptions of each family member to effectively market to the whole family. The document then outlines two common roles: the information gatherer, who initiates purchase ideas and collects product information, and the influencer, who helps evaluate alternatives and establishes standards to compare brands.

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    tunctions of Family

    ROLES OF DIFFERENT MEMBERS, NEEDS PERCEIVED AND EVALUATION


    RULES IN FAMILY DECISION MAKING
    The family is the primary shopper and the foremost decision maker in case of
    purchase of varied products for consumption whether FMCG or consumer
    durables. In a family all the members together take a joint decision while making a
    purchase decision. Thus, it is essential to study the roles and perception of
    different family members while making a purchase decision, so that they can be
    approached accordingly. The family members play the following role for different
    decisions.

    1. I nforma ti on ga therer
    The family member, who initiates the idea for purchasing a product or service
    or collects the relevant information relating to a product.
    2. Influencer
    An individual who influences the alternatives evaluated and establishes the
    decision making standards according to which different brands are compared on
    the basis of cost, quality, durability, etc.
    6/ S.Y.B.M.S.— Consumer Behaviour (Sem.-III)

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