family purchase

8/4/2019 Family Purchase

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Family influence in buying

behavior

doyel


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What is a family?

A family is a group of two or more persons related byblood 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 otherrelatives, such as grand parents, uncles and aunts, cousins,

and parents-in law.

The family into which one is born is called the familyorientation, whereas the one established by marriage is the

family procreation


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Structural variables Affecting Families

It includes the age of the head of the family,martial status, presence of children, andemployment status.

consumer behavior varies over the familylife cycle (based on age, marital status, andnumber and ages of children);

Three sociological variables that help explain how families function

Cohesion Adaptability Communication


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FAMILY BUYING INFLUENCES: NATURE AND

TYPES OF INFLUENCES

RECIPROCAL NATURE OF FAMILYINFLUENCE

CONSUMER SOCIALISATION INTERGENERATIONAL INFLUENCES


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The Nature of Family Purchase

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

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

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


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

Decision maker(s): The individual who makes thefinal 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 orteenager.

User(s): The user of the product .For many products

there are multiple users


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Influences in decision process

Influence by decision stageProblem recognition search for informationevaluation of alternatives final decisionpurchase

Influence of employment

Influence of gender

Influence of children


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Purchase influences

and

role specialization


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Role Behaviour Instrumental roles, also known as functional

or economic roles, involve financial,performance, and other functions performedby group members.

taken by the head of the family for theachievement of specific goals

Expressive roles involve supporting other

family members in the decision makingprocess and expressing the familys aesthetic

or emotional needs, including upholding

family norms


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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 productto buy, but not which brand;

The purchaser may have to make a substitution if thedesired brand is not in stock;

The purchaser may disregard instructions (by erroror deliberately).


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Spousal roles in buying behavior

4 role structure categories:

Automatic: equal no. of decision made byeach 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.


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Implication of family decision

making for marketing strategy


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Marketers need to

Pay attention to the buying habbits offamily life cycle

Look in t roles and relative influence offamily members in purchase decision

Use every possible channel of

communication to reach its targetedcustomers

family purchase

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