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Family Influence in Buying Behavior: Doyel

Family influence buying behavior in three main ways: reciprocal influence within the family, consumer socialization of children, and intergenerational influences. A family is typically defined as two or more related individuals living together, and can include nuclear, extended, and blended structures. Variables like age, marital status, presence of children, and employment impact family dynamics and consumer behavior over the family life cycle. Within the purchase process, different family members may initiate needs, gather information, influence decisions, make the final choice, purchase items, and be the end users. Marketers must understand these family roles and influences at each stage to effectively target their communications.

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Doyel Chakraborty
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80 views

Family Influence in Buying Behavior: Doyel

Family influence buying behavior in three main ways: reciprocal influence within the family, consumer socialization of children, and intergenerational influences. A family is typically defined as two or more related individuals living together, and can include nuclear, extended, and blended structures. Variables like age, marital status, presence of children, and employment impact family dynamics and consumer behavior over the family life cycle. Within the purchase process, different family members may initiate needs, gather information, influence decisions, make the final choice, purchase items, and be the end users. Marketers must understand these family roles and influences at each stage to effectively target their communications.

Uploaded by

Doyel Chakraborty
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Family influence in buying behavior

doyel

What is a family?
A family is a group of two or more persons related by blood marriage or adoption who reside together . The nuclear family is the immediate group of father, mother, and children living together. The extended family is the nuclear family, plus other relatives, such as grand parents, uncles and aunts, cousins, and parents-in law. The family into which one is born is called the family orientation, whereas the one established by marriage is the family procreation

Structural variables Affecting Families

It includes the age of the head of the family, martial status, presence of children, and employment status. consumer behavior varies over the family life cycle (based on age, marital status, and number and ages of children);
Three sociological variables that help explain how families function
Cohesion Adaptability Communication

FAMILY BUYING INFLUENCES: NATURE AND TYPES OF INFLUENCES

RECIPROCAL NATURE OF FAMILY INFLUENCE CONSUMER SOCIALISATION INTERGENERATIONAL INFLUENCES

The Nature of Family Purchase


Initiators(s): The Family member who first recognizes a need or starts the purchase process.

Information gatherer(s): The individual who has expertise and interest in a particular purchase.

Different individuals seek information at different times or on different aspects of the purchase.

Influencer(s): The person who influences the alternatives evaluated, the criteria considered, and the final choice.

Decision maker(s): The individual who makes the final decision .Of course, joint decisions also are likely to occur.
Purchaser(s): The family member who actually purchases the product. This is typically an adult or teenager. User(s): The user of the product .For many products there are multiple users

Influences in decision process


Influence by decision stage
Problem recognition search for information evaluation of alternatives final decision purchase

Influence of employment Influence of gender Influence of children

Purchase influences and role specialization

Role Behaviour
Instrumental roles, also known as functional or economic roles, involve financial, performance, and other functions performed by group members. taken by the head of the family for the achievement of specific goals Expressive roles involve supporting other family members in the decision making process and expressing the familys aesthetic or emotional needs, including upholding family norms

Family Decision Making Whether to buy; Which product to buy (pick-up or passenger car?); Which brand to buy; Where to buy it; and When to buy. The decision maker may specify what kind of product to buy, but not which brand; The purchaser may have to make a substitution if the desired brand is not in stock; The purchaser may disregard instructions (by error or deliberately).

Spousal roles in buying behavior


4 role structure categories: Automatic: equal no. of decision made by each spouse Husband dominant: life insurance, automobiles, television Wife dominant: washing machines, carpeting, non living room furniture, kitchenware Joint : Living room furniture, vacation, Housing, outside entertainment.

Implication of family decision making for marketing strategy

Marketers need to
Pay attention to the buying habbits of family life cycle Look in t roles and relative influence of family members in purchase decision Use every possible channel of communication to reach its targeted customers

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