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Role of Family in Consumer Behaviour

The document discusses the role of family in consumer behavior. It defines family and different types of families such as nuclear, extended, joint, blended, single-parent, and communal families. It also outlines the functions of family including economic support, emotional support, lifestyle provision, social relationships, moral values, interpersonal skills, and help in decision making. Finally, it identifies eight roles in family decision making processes such as influencers, gatekeepers, deciders, buyers, preparers, users, maintainers, and disposers.

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prajakta shinde
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257 views10 pages

Role of Family in Consumer Behaviour

The document discusses the role of family in consumer behavior. It defines family and different types of families such as nuclear, extended, joint, blended, single-parent, and communal families. It also outlines the functions of family including economic support, emotional support, lifestyle provision, social relationships, moral values, interpersonal skills, and help in decision making. Finally, it identifies eight roles in family decision making processes such as influencers, gatekeepers, deciders, buyers, preparers, users, maintainers, and disposers.

Uploaded by

prajakta shinde
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Role of Family in

Consumer Behaviour
Group No: 5
Prajakta Shinde 220
Ritik Pimple 217
Mehul Gohil 205
Mayur Shetty 219
What is Consumer Behaviour?

Consumer behaviour is a branch which deals with various stages a consumer


goes through before purchasing a product or services for his end use.

❖ The study of consumer behaviour explains as to:

Why and why not a consumer buys a product ?

When a consumer buys a product ?

How a consumer buys a product ?


What is a Family?
❖ Family

It is defined as a group of two or more people (one of whom is a householder) related by birth,
marriage or adoption and residing together.
❖ Household

It is family and any unrelated person residing in the same house and consuming food from
the common kitchen at least once day.

● Two types of household:

Family household

Institutional household ( Eg: Hostel)


Types of family

❖ Family of orientation:
● Consist of one parent and elder
● Provides orientation towards:

Social: religion, politics and economics.

Emotional : self- worth, ambition, love and care.

❖ Family of Procreation:
● Consist of one spouse and children
● Most important buying unit in a market.
Types of family
❖ Traditional family types:
● Married couple

Simplest type of family consisting of husband and wife.

● Nuclear family

Consist of husband and wife and at least one child.

● Extended family

Consist of nuclear family with at least one grandparent.

● Joint family

Blood relative and their spouses with kids staying together.


Continued..
❖ New modes of family:
● Blended family

A family in which either or both partner were previously married.

● Single parent family

A family in which only one parent is present.

● Unmarried family

Parents, unmarried, but living together.

● Communal family

A group of families living together and sharing responsibilities.


Function of family

● Provides economic well being.


● Provides emotional support.
● Provides suitable lifestyle.
● Provides social relationship.
● Provides moral and ethical values.
● Provides interpersonal skills.
● Provides help in decision making.
Family life cycle
Eight roles in the family decision making process
Family decision makers could be:
●Influencers:
Family members who provide information to other members about a product or service.
●Gatekeepers:
Family member who control who control the flow of information about a product or service
into a
family.
●Deciders:
Family members with the power to determine unilaterally or jointly of whether to shop for,
purchase, use, consume, or dispose of specific product or service.
●Buyers
Family member who take actual purchasing decision about a product or a service
Continued..

● Preparers

Family member who transform the product into a suitable form for consumption by other family
members.

● Users:

Family member who use to consume a product or a service.

● Maintainers:

Family member who repair or service the product so that it can provide continued satisfaction.

● Disposers:

Family member who initiate or carry out the disposal or discontinuation of a particular goods or

service.

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