Family Influence on Consumer Behaviour
Definition:
Family influence refers to the impact of family members on an individual’s buying behaviour,
preferences, and consumption patterns.
Importance in Consumer Behaviour:
● Family often determines product choice and brand preference.
● Helps marketers understand purchasing roles within households.
● Influences long-term consumer habits and brand loyalty.
Roles in Family Buying Decisions:
1. Initiator: Person who first suggests the idea of buying a product.
2. Influencer: Person whose opinion influences the decision.
3. Decider: Person who makes the final purchase decision.
4. Buyer: Person who physically buys the product.
5. User: Person who consumes or uses the product.
Types of Family Influence:
● Cultural Influence: Traditions and family customs affecting consumption.
● Economic Influence: Family income and financial priorities.
● Psychological Influence: Preferences shaped by family values and experiences.
Applications in Marketing:
● Targeting advertising to key decision-makers in the family.
● Designing products suitable for different family roles.
● Developing campaigns that appeal to family values and lifestyles.
Definition:
Family influence refers to the impact of family members on an individual’s buying behaviour,
preferences, and consumption patterns.
Importance in Consumer Behaviour:
● Family often determines product choice and brand preference.
● Helps marketers understand purchasing roles within households.
● Influences long-term consumer habits and brand loyalty.
Roles in Family Buying Decisions:
1. Initiator: Person who first suggests the idea of buying a product.
2. Influencer: Person whose opinion influences the decision.
3. Decider: Person who makes the final purchase decision.
4. Buyer: Person who physically buys the product.
5. User: Person who consumes or uses the product.
Types of Family Influence:
● Cultural Influence: Traditions and family customs affecting consumption.
● Economic Influence: Family income and financial priorities.
● Psychological Influence: Preferences shaped by family values and experiences.
Applications in Marketing:
● Targeting advertising to key decision-makers in the family.
● Designing products suitable for different family roles.
● Developing campaigns that appeal to family values and lifestyles.
