Bought A New Car Want Another New Car.Due To.Baby Consumer Behavior – Family Purchasing Decisions Making Process

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Consumer Behavior – Family Purchasing Decisions Making Process

Family plays an integral role in influencing our buying behavior, as a child, choices are determined by parents based on safety and child need considerations. Similarly, the child influences the decision-making process related to the entire family, such as the color of the family car, etc.

Family purchase decisions can be examined from four perspectives: role structure, power structure, decision-making stage, and family culture.

Role structure

Just like societies, families are also structured by roles and each member of the family filled their role. For example, gender role preferences reflect culturally determined attitudes towards the role of husband and wife, mother and father in the home. The perception of these gender roles affects the decision-making process and the decision-making process of the household.

Power structure

There are various power structures which consequently affect the decision-making process in the family, for example in patriarchal societies the man is the head of the family and makes most of the major decisions, while in matriarchal society the woman is the head of the family and makes all the decisions. the main decision. Whereas in the egalitarian society, both share the same decision-making power.

Decision making phase

Today’s marketers focused on understanding the entire buying stage rather than the final act of purchase. Each family member affects buying behavior at different stages. For example, when a family decides to buy a car, women usually specify the needs accordingly, men usually decide the car model based on technological competence, while children play a very important role in decide the color of the car.

Family culture

Each family has a different internal culture that influences their purchasing decision. These differences could be due to cultural background, social education and family values. Most marketers today try to focus on few prominent cultures to segment the market.

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