FAMILY BUYING INFLUENCES, FAMILY LIFE CYCLE AND BUYING ROLES
The family is a major influence on the consumer behaviour of its members. There are many examples of how the family influences the consumption behaviour 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, avacation 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 manyproducts and services.
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 ismade up of persons who live and occupy a housing unit. These include both, nuclear and extendedfamilies. A household is a basic consumption unit for most consumable goods. Major itemssuch as housing, automobiles, electrical appliances, washing machine, etc. are used more byhouseholds than individuals. In a household, many items can be shared and possessed, whereasindividuals some times do not posses many such items individually.
Family types Nuclear family: It consists of two adults of opposite sex living in a socially approved sexrelationship 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.