Family and Social Class

The Household Influences Most Consumption Decisions. Family act as socialization

agent by teaching how to behave in a way that is acceptable to their society. That is
why it is said that the households Influences most of the consumption decisions.
Socialization – Two Way Process

Family has lots of influence in the buying behaviour of the customer. In case of two-
wheeler electric vehicle Revolt, brand is new in the market and family members might
not encourage the consumer to buy. In addition, the concept of the electric vehicle in
two-wheeler is new in India. Therefore, consumers even though they are ready to buy
the product there might we some negative support from the family.
Parenting Style:
This parenting style will actually let the
consumers to make aware about the
product as it is good to the environment
and there are many benefits associated
with the product. So the parents who are
well aware and educated will suggest and
encourage the consumers to buy the
product
This parental style actually makes the
children learn and understand good
value that are associated with buying an
eco-friendly product. They inspire the
children to become a good citizen and
follow rules and regulations diligently.
These children grow up and often
become a disciplined person in life.
This parenting style will never nurture
children. Therefore, in this case consumer
will not have any influence from the
family. The decisions will be taken by
their own. In case of revolt, consumer will
not be ready to try for the product
because he is not bother about the eco-
friendly nature of the product
A lot of pressure and restrictions are
put on children. Instead of explaining
the importance of electric vehicles to a
teenager, they would restrict the usage
of 2-wheeler. This way, these
teenagers never understand the
importance of having an electric
vehicle like Revolt
Family Life Cycle
Similarly, the below diagram depicts the family Life Cycles Stages. The Stage till teenage have been
explained already. Following Life cycle stages comes after that and at every stage; we can see our
decisions regarding electric vehicle usage getting affected by different people.

Bachelorhood:

Here one leaves the home and start earning Income. Consumer on their own can take the decision in
buying the product on their own without any family influence. A well-educated family with the
awareness about the eco-friendly vehicles will encourage their children to buy the product but in
case of bachelorhood, there will not be any influence.

Honeymooners

Here one gets married and most of the decisions are now being affected by the behaviour and
consumption pattern of better half. A sense of responsibility comes up which makes it easier to
become aware electric vehicle like Revolt.

Parenthood

This is the old age. Here a lot of population avoid driving vehicles, specifically two wheelers. Hence,
there is no need to give importance but they can influence buying of the younger generations

Post-parenthood

Parents have to be more careful and responsible in their decision-making. The choices of parents to
use the electric vehicles affect the behaviour/attitude of children. Hence, to set example and out of
sense of responsibility, some prefer buying electric vehicle like Revolt.