Family

Family members can strongly influence buyer behaviour. We can distinguish between two families in the buyer's life. The buyer's parents make up ihefamily of orientation. Parents provide a person with an orientation towards religion, politics and economies, and a sense of personal ambition, self-worth and love. Even if the buyer no longer interacts very much with his or her parents, the latter can still significantly influence the buyer's behaviour. In countries where parents continue to live with their children, their influence can be crucial.

The family of procreation - the buyer's spouse and children - have a more direct influence on everyday buying behaviour. This family is the most important consumer buying organization in society and it has been researched extensively. Marketers are interested in the roles and relative influence of the husband, wife and children on the purchase of a large variety of products and services.

Husband-wife involvement varies widely by product category and by stage in the buying process. Buying roles change with evolving consumer lifestyles. Almost everywhere in the world, the wife is traditionally the main purchasing agent for the family, especially in the areas of food, household products and clothing. But with over 60 per cent or more women holding jobs outside the home in developed countries and the willingness of some husbands to do more of the family's purchasing, all this is changing. For example, in the United States women now buy about 45 per cent of all cars and men account for about-40 per cent of expenditure on food shopping.1" Such roles vary widely among different countries and social classes. As always, marketers must research specific patterns in their target markets.

In the case of expensive products and services, husbands and wives more often make joint decisions. Anna Flores' husband may play an influencer role in her camera-buying decision. He may have an opinion about her buying a camera and about the kind of camera to buy. At the same time, she will be the primary decider, purchaser and user.11

CONSUMERS' BUYING ROLES. Group members can influence purchases in many ways. For example, men normally choose their own newspaper and women choose their own tights. For other products, however, the decision-making unit is more complicated with people playing one or more roles:

t Initiator. The person who first suggests or thinks of the idea of buying a particular product or service. This could he a parent of friends who would like to see a visual record of Anna's holiday.

• Influencer. A person whose view or advice influences the buying decision, perhaps a friend who is a camera enthusiast or a salesperson.

• Decider. The person who ultimately makes a buying decision or any part of it - whether to buy, what to buy, how to buy or where to buy.

• Buyer. The person who makes an actual purchase. Once the buying decision is made, someone else could make the purchase for the decider.

• User. The person who consumes or uses a product or service. Once bought, other members of her family could use Anna's camera.

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Responses

  • adaldrida
    Who are deciders in consumer buying roles?
    8 years ago

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