Family Buying

Influence on
Consumer
Behaviour
Hello all!
PRESENTED BY:- MAYANK
CHINMAY
PAWAN

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 “
What really decides consumers to buy or
not to buy is the content of your
advertising, not its form.
- David Ogilvy

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 The Important Elements Of A
Family.
▪ 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 more people living together, related by blood
or marriage who share a common house, common income and
similar status and values.
▪ It is important for a marketer to know the family structure, family
compositions, buying patterns, Buying roles and motives of
family members, life cycle stages etc. in order to understand
family influence on consumer behaviour and position a product
efficiently in the market.

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There may be two types of
families:

▪ Nuclear Family – ▪ Joint Family –

A small family It refers to a large
comprising of a family comprising of
married couple and married couples,
their children. their parents, their
children and their
relatives

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 Family Influence on Consumer
Behaviour
▪ A family is a social group and all members of a family
influence and get influenced by each other. Family bonds are
more stronger than bonds in any other group and all members
of the family form a single decision unit in case of purchase of
products and services for common consumption. Each
member influences and gets influenced by a family member
depending upon his/her role, life cycle stage and relationship
dynamics in the family.
▪ Therefore, family influence on consumer behaviour can be
understood by studying the buying roles, family dynamics and
life cycle stage of a family member.
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Buying
Roles of a
Family

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Influencers Gate Keeper Decider

User Buyer

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▪ Influencer – The family member or family members
who provide information about a product or service to
other family members
▪ Gate Keeper – Family members who controls the flow
and direction of the contents of information
▪ Decider – The one with the power to select the product
whether individually or jointly
▪ Buyer – The one who makes the actual purchase
▪ User – The consumers of the product or service

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Family Dynamics
▪ Family influence on consumer behaviour exists due to the
relationship dynamics between family members. The buying
behaviour of a family and its members basically depend upon
the dynamics of husband-wife in decision making. There may
be the following types of decisions on the basis of husband-
wife influences –
▪ Wife Dominant Decisions, E.g. grocery, food, home decoration
▪ Husband Dominant Decisions, E.g. phone, cars, insurance
▪ Joint Decisions, E.g. vacations, schools for children
▪ Autonomic or Unilateral decisions, E.g. milk, newspaper

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Family Life Cycle stages

▪ The buying behaviour of a family member is also influenced by

his position in the family life cycle stage. Different stages in the
life cycle show family influence on consumer behaviour with
respect to a family member`s position in the life cycle stage.
The family life cycle stages and consumption patterns of each
stage can be understood with the table below:

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Family Decision Stages
▪ Problem recognition
▪ Search for information
▪ Evaluation of alternatives
▪ Final decision

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Thanks!
Any questions?

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