The psychology of how the consumer is prompted by his or her environment can be more riveting than

one might presume. The structure of family which revolves around time to time is a key factor in shaping
consumer disposition. The comparison between extended family of nineties and limited family of
present will nothing but ratify this phenomena.

First, in those extended family of nineties, the patriarch had the final say in purchasing any material. The
psychology behind that is quite simple as the male head was the sole earner of the family then.
However, the scenario is not quite the similar at present. Women are employed in high number in
various jobs which in terms not only increases the overall income of a family but also changes the
lifestyle of the family drastically. This happened because limited family provides women the
opportunity to express themselves outside their houses what might be inconceivable in an extended
family. So, it’s no surprise that women are becoming one of the main decision makers of family. On the
other hand, as overall income is increasing, the buying behavior of family is also deviating from the past.
Mothers of extended family of nineties used most of their time in cooking and raising their children.
They devoted themselves in household chores and undoubtedly are the emotional pillar of their family.
That’s not the case today. Mothers are not seeking for only household chores in market today. Rather,
they engage themselves in buying diversified products like car, flat, loan, electrical accessories or
whatever you might think about.

Second, the relationship among family members has changed over time. For instance, the relationship
between husband and wife over buying a product was pretty much distinct in case of extended families
of nineties. Seniority and gender bias determine the decision making in purchase then. Nonetheless, the
purchasing behavior of today’s limited family is based on mutual decision making of couples. They are
actually considering themselves as individuals more than ever before. As a result, many new potential
businesses are growing with sheer pace.

Third, limited families open up great opportunities for businessmen as they definitely increase the sales
volume of products. Extended family members could utilize one product together which in terms wanes
their expense but decreases the revenue of a business. But, as these extended families have been
broken into pieces, marketers have found an edge for their businesses.