Role of family in Consumer Behaviour

Family is group of at least two people closely associated by blood,marriage or adoption.

1. ROLE OF FAMILY IN CONSUMER BUYING PROCESS Like Share Subscribe

2. 2 CULTURE SUBCULTURE SOCIAL CLASS ORGANIZATIONS REFERENCE GROUPS FAMILY MEDIA INDIVIDUAL CONSUMERS Flow of influence in Social Environment

3. FAMILY 3 A family has at least two people: the householder and someone who is related to the householder by blood, marriage, or adoption. Families can be nuclear or extended. The nuclear family includes one or more parents and one or more children living together in a household. The extended family is a nuclear family plus other relatives, usually grandparents, living in one household

4. 4 Fig : Modern family cycle

5. ROLE BEHAVIOUR 5 As per Talcott Parsons , family members exhibits two type of role behaviours: Expressive roles involve supporting other family members in the decision-making process and expressing the family’s aesthetic or emotional needs, including upholding family norms Instrumental roles , also known as functional or economic roles, involve financial, performance, and other functions performed by group members.

6. Family Decision Making 6 INFLUENCERS GATE KEEPERS DECIDERS BUYERS DISPOSERS Influencers provides information to other family members about a product or service Gatekeepers controls the flow of information into the family Deciders have the power to determine whether to purchase a product or service Buyers actually purchases the product or service USERS Users consumes or use the product or service Disposers disposes of a product or discontinue use of a service

7. 7 Fig : A Model of Family decision making

8. Advantages of analysing Family decision making 8 It provides the view to consumption at different stages of Family Life Cycle For making the promotions and channel more effective It acts as tool for segmentation in market.

9. 9 THANKS! Write to me at [email protected] or comment in the comment box .