. An individual’s family roles directly influence their buying behavior.
- Consumer socialization is the process through which a person acquires the knowledge and skills to function as a consumer.
- The extent to which different family members take part in family decision making varies between families and product categories. Traditional family decision making processes are divided into four categories: autonomic, husband dominant, wife dominant, and syncratic.
- The family life cycle stage affects individual and joint needs of family members.
- Within a household, an individual may perform one or more buying-decision roles.
- a) The gatekeeper is the household member who collects and controls information—price and quality comparisons, locations of sellers, and assessment of which brand best suits the family’s needs.
- b) The influencer is a family member who expresses his or her opinions and tries to influence buying decisions.
- c) The decider is a member who makes the buying choice.
- d) The buyer is a member who actually makes the purchase.
- e) The user is any household member who consumes or uses the product.
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