Family influence plays a crucial role in consumer purchase decisions. This influence manifests through various mechanisms:
Decision-Making Roles:
- Initiator: The family member who first suggests or identifies a need for a product or service.
- Influencer: The family member whose opinions and recommendations affect the decision-making process.
- Decider: The family member who makes the final decision regarding the purchase.
- Buyer: The family member who actually makes the purchase.
- User: The family member who uses the product or service.
Family Lifecycle Stages:
- Different stages of the family lifecycle (e.g., young couples, families with children, empty nesters) have distinct buying needs and preferences. For instance, families with young children might prioritize safety and educational features in products.
Family Values and Norms:
- Family values and norms shape buying behavior, influencing preferences for certain products, brands, or shopping habits. For example, a family that values sustainability might prefer eco-friendly products.
Joint Decisions:
- Many purchases, especially significant ones like homes or cars, involve joint decisions where multiple family members contribute to the decision-making process.
Family influence is particularly strong in household-related purchases and can significantly impact individual buying decisions.
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