Table of Contents
Family Influence on Consumer Behaviour
A family is a social group and all members of family influence and get influenced by each other. Family bonds are 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 behavior can be understood by studying the buying roles, family dynamics, and life cycle stage of a family member.
Buying Roles of a Family
The various roles played by members of a family while making a purchase decision are:
Influencer – The family member or family members who provide information about a product or service to other family members.
GateKeeper – Family members who control the flow and direction of the contents of the information.
Decider – The one with the power to select the product whether individually or jointly.
Buyer – The one who makes the actual purchase.
Preparer – The family member or family members who prepare the product for family consumption.
User – The consumers of the product or service.
Maintainer – The members who maintain the product for continued use and satisfaction.
Disposer – The member who disposes of the product.
The family is a major influence on the consumer behavior of its members. There are many examples of how the family influences the consumption behavior of its members. A child learns how to enjoy candy by observing an older brother or sister; learns the use and value of money by listening to and watching his or her parents. Decisions about a new car, a vacation trip, or whether to go to a local or an out-of-town college are consumption decisions usually made within the context of a family setting. The family commonly provides the opportunity for product exposure and trial and imparts consumption values to its members. As a major consumption unit, the family is also a prime target for the marketing of many products and services.
Family Life Cycle in Consumer Behaviour
Family Life Cycle and Buying Roles
It is important for a marketeer to know the family structure and its consumption characteristics. He should be able to understand the family which is a subset of a household. A household is made up of persons who live and occupy a housing unit. These include both, nuclear and extended families. A household is a basic consumption unit for most consumable goods. Major items such as housing, automobiles, electrical appliances, washing machine, etc. are used more by households than individuals. In a household, many items can be shared and possessed, whereas individuals some times do not possess many such items individually.
Family types
Nuclear family: It consists of two adults of the opposite sex living in a socially approved sex relationship with their children. It consists of husband, wife, and their offspring.
Joint family: It includes a nuclear family and other relatives such as parents of husband/wife, aunts, uncles, and grandparents, also.