Family Influence

What is Household?
It describes all persons both related or unrelated who occupy a housing unit.
Single adults Elderly people living with non-family members Couples living together Friends living together Same sex couples living together

What is a family?
Family is a group of two or more persons related by blood, marriage or adoption who reside together.
Nuclear family Extended family Family of orientation Family of procreation

Family decision making process

Whos buying for whom? Who are the principal characters? Whats the plan for the purchase? Who wants what, when?

Purchasing patterns of Family life cycles

1. 2. 3. 4. 5. 6. 7. 8. Young singles Newly married couples Full nest I Full nest II Full Nest III Empty nest I Empty Nest II Solitary survivor

Model of Household decision making

Individual Decision making

Postpurchase feedback

Need arousal

Joint Decision making

Role specification

Consumption

Conflict resolution

How are household decision making different from individual? 1. Likelihood of joint decisions 2. Different role specifications for family members in the process of decision making 3. The need to resolve conflicts among family members when making purchasing decisions.

When does joint decision happen?

When the risk in buying is higher? When the purchasing decision is important to the household When there are few time pressures For certain demographics group
Middle class Young couples Couples without children

Required roles in Joint decision making

Information Search (Information Gatherer)

Brand Evaluation (influencer)

Intention to Buy (decision maker)

Purchase (purchase)

Consumption (consumer)

Conflict resolution
Conflicts may arise over Which choice to select The criteria used to evaluate alternative choices. Three situations under which conflicts are resolved one person is recognized as legitimate authority one person is more involved than others

spouse more empathetic

Husband- Wife influence

1. Type of product considered 2. Nature of the purchase influence 3. Family characteristics

1. Relative Influence of Husbands and wives

(Wife's clothing, kitchen ware, food)

Wife dominated

Autonomous joint Camera, husbands dresses (TV, Vacation, Car)

Husband dominated
(sports equipment,hardware, Lawn mower)

2. Nature of purchase influence

Instrumental roles
Functional or economic roles involve financial, performance and other functions performed by group members

Expressive roles
Involves supporting other family members in decision making process and expressing the familys norms and providing emotional support

2. Nature of purchase influence

Instrumental role: Husband dominates when education is higher Income and occupational status are higher Wife unemployed Earlier stage of family lifecycle

3. Family Characteristics
Nuclear family Extended family

Changing face of Indian family

Nuclear Changing role of Indian housewife Increase in number of women in work force Single child