FAMILY INFLUENCES & DECISION MAKING FAMILY DECISION-MAKING

INFLUENCE OF FAMILY AND DECISIONS

Introduction

The family is a major influence on consumer behavior of its members. There are many examples of how the family influences consumer behavior of its members. A child learns to enjoy sweets on the observation of a brother or sister, learn the use and value of money to hear and see his parents. Decisions about a new car, a vacation trip, or whether to go to a room or outside the university town of consumption decisions are usually in the context of a family environment. As a major consumer unit, the family is also a primary objective for the marketing of many products and services.