Influence of Family

in Buying Process
Family life Cycle stages
 Bachelor Hood
 Newly Married
 Full Nest I
 Full Nest II
 Full Nest III
 Empty Nest I
 Empty Nest II
 Solitary Survivor
Functions Of Family
 Economic Well-being
 Emotional Support
 Suitable Life styles
 Childhood Socialization
Family Consumption Roles
 Influencer
 Gatekeepers
 Decider
 Buyers
 Users
 Disposers
Resolving Conflict
 Expert
 Legitimate
 Bargaining
 Reward
 Emotional
 Impression Management

Use of punishments, threats, and negative

emotions
Use of positive emotion and subtle manipulation
Use withdrawal and egocentrism
Use of persuasion and reason
Husband -wife Influence
 Nature of product
 Nature of purchase influence
 Family Characteristics
Parent Child Influence
 Children Are playing an increasingly
important part of Family decision
process
 In CB , parent-child relationship is
viewed as a situation of influence and
yield
 In general children rely more on
parents for Norms and values as long as
they are younger and , subsequently , on
their peer group as they grow older
Consumer socialization of
Children
 It is the process by which young
people,acquire skills, knowledge and
attitude relevant to their functioning
as consumers in market place
 Methods of Socialization:
3. Observing (average age-6mnts)
4. Making Requests(2yrs)
5. Making Selection(3.5yrs)
6. Making assisted purchase ( 5.5 yrs)
7. Making independent purchase (8yrs)
Parents Role in consumer
socialization
 Authoritarian parents
 Neglecting Parents
 Democratic Parents
 Permissive Parents