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A family is an important element that affects the consumption and

disposal of products by an individual. A family may be defined as two or
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more people living together, related by blood or marriage who share a
common house, common income and similar status and values. Advertising Management (20)
Articles (240)
It is important for a marketer to know the family structure, family
Banking and Insurance (10)
compositions, buying patterns, Buying roles and motives of family Blog (35)
members, life cycle stages etc. in order to understand family influence Business & Entrepreneurship (6)

on consumer behaviour and position a product efficiently in the market. Business Communication (15)
Business Environment (21)
There may be two types of families: Business Ethics (2)
Business Law (1)

Nuclear Family – A small family comprising of a married couple and their Business Statistics (49)
children. Company Law (14)
Joint Family – It refers to a large family comprising of married couples, Computer Applications (9)
their parents, their children and their relatives. Consumer Behaviour (22)
Cost Accounting (3)
Family In uence on Consumer Behaviour E-commerce (8)
Entrepreneurship (11)
A family is a social group and all members of a family influence and get Financial Accounting (2)
influenced by each other. Family bonds are more stronger than bonds in any Financial Management (23)
other group and all members of the family form a single decision unit in case Financial Services (19)
of purchase of products and services for common consumption. Each Human Resource Management (18)
member influences and gets influenced by a family member depending upon Income Tax (2)
his/her role, life cycle stage and relationship dynamics in the family. International Business (13)
Investment Analysis & Portfolio
Therefore, family influence on consumer behaviour can be understood by Management (10)
studying the buying roles, family dynamics and life cycle stage of a family IT & Technical Skills (5)
member. Macro-Economics (9)
Management Accounting (6)
Buying Roles of a Family Management Information System (4)
Managerial Economics (2)
The various roles played by members of a family while making a purchase Marketing & Advertising (7)
decision are: Marketing Management (18)
Marketing of Services (6)
Influencer – The family member or family members who provide Micro-Economics (2)

information about a product or service to other family members Operations Management (2)
 Gate Keeper – Family members who controls the flow and direction of Organizational Behaviour (7)
the contents of information Personal Finance (2)
Decider – The one with the power to select the product whether Principles of Management (9)
individually or jointly Project Management (11)
Buyer – The one who makes the actual purchase
Projects and Presentations (33)
Preparer – The family member or family members who prepare the Public Finance (11)
product for family consumption
Research Methodology (9)
User – The consumers of the product or service
Rural Marketing (1)
Maintainer – The members who maintain the product for continued use
Strategic Management (14)
and satisfaction
Disposer – The member who disposes the product.
RECENT POSTS
Family Dynamics
Investment Analysis – Introduction,
Family influence on consumer behaviour exists due to the relationship Objectives, Process
dynamics between family members. The buying behaviour of a family and May 5, 2018

its members basically depend upon the dynamics of husband-wife in

Social Exchange, Equity & Balance
decision making. There may be the following types of decisions on the
Theory, Interpersonal competence
basis of husband-wife influences – April 16, 2018

Wife Dominant Decisions, E.g. grocery, food, home decoration IRDAI – Insurance Regulatory

Husband Dominant Decisions, E.g. phone, cars, insurance Development and Authority of India
April 1, 2018
Joint Decisions, E.g. vacations, schools for children
Autonomic or Unilateral decisions, E.g. milk, newspaper Learning Theories – Cognitive,
Conditioning, Social Learning Theories

Family Life Cycle stages March 31, 2018

The buying behaviour of a family member is also influenced by his position Leadership Styles – Types of
Leadership Styles
in the family life cycle stage. Different stages in the life cycle show family
March 27, 2018
influence on consumer behaviour with respect to a family member`s
Inventory, Inventory Control – Theory Notes
position in the life cycle stage. The family life cycle stages and consumption January 13, 2018

patterns of each stage can be understood with the table below:

Organization Design – Types

of Organization Structure
January 2, 2018

Marketing Information System –

Components, Importance
December 20, 2017

Budget, Budgeting, Budgetary Control

December 20, 2017

Resistance to change – Levels,

Overcoming Resistance
December 18, 2017

BY: BBAMANTRA / IN: ARTICLES, CONSUMER BEHAVIOUR / WITH: 0 COMMENTS

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