Explain the influence of family on the purchase behaviour of consumers with reference to purchase of evening out side food
Answers
A family is an important element that affects the consumption and disposal of products by an individual. A family may be defined as two or more people living together, related by blood or marriage who share a common house, common income and similar status and values.
It is important for a marketer to know the family structure, family compositions, buying patterns, Buying roles and motives of family members, life cycle stages etc. in order to understand family influence on consumer behaviourand position a product efficiently in the market.
There may be two types of families:
Nuclear Family – A small family comprising of a married couple and their children.
Joint Family – It refers to a large family comprising of married couples, their parents, their children and their relatives.
Family Influence on Consumer Behaviour
A family is a social group and all members of a family influence and get influenced by each other. Family bonds are more stronger than bonds in any other group and all members of the family form a single decision unit in case of purchase of products and services for common consumption. Each member influences and gets influenced by a family member depending upon his/her role, life cycle stage and relationship dynamics in the family.
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Family in India has a great influence over the buying and consumption of products. Family influences the consumer behavior from buying toys to the marriage items and to the coffin of an individual in India. Family influences the food choices of the consumers.
In modern day India, a large section of people especially in urban areas go out of home for dinner. Their consumption of food is influenced by the family. Family always insist an individual to prefer home made food and if not, the family always insist an individual to have a healthy food outside. Wife and mother had more influence with regard to choice of food. An individual is being advised by family to refrain from spicy and other unhealthy food. More importantly family also insist an individual to prefer vegetarian food. All this show, family has great influence on the purchase behavior of consumers in India.