8. Model of Family Decision-making Consumer Behaviour

Family Decision Making Model

In a family decision-making model, it is important to understand how the family members interact with each other in the context of their consumer decision-making. There are different consumption roles played by various members of the family. These roles are as follows:
(i) Influencers
The members who influence the purchase of the product by providing information to the family members, the son in a family may inform the members of a new fast food joint. He can influence the family members to visit the joint for food and entertainment.
(ii) Gate keepers
These members control the flow of information for a product or brand that they favour and influence the family to buy the product of their choice. They provide the information favourable to themselves and, withhold information about other product which they do not favour.
(iii) Deciders
These are the people who have the power or, money and authority to buy. They play a major role in deciding which product to buy.
(iv) Buyers
Buyers are the people who actually buy. A mother buying ration for the house etc. Father buying crayons for his children.

Those who prepare the product in the form it is actually consumed. Mother preparing food by adding ingredients to the raw vegetable. Frying an egg for consumption, sewing clothes for the family, etc.

The person who actually uses or consumes the product. The product can be consumed individually or jointly by all members of the family. Use of car by the family, use of refrigerator,TV, etc.
The roles that the family members play are different from product to product. Some products do not involve the influence of family members vegetables bought by the house wife.
She can play many roles of a decider, preparer as well as the user. In limited problem solving or extensive problem solving there is usually a joint decision by family members.

A-model-of-family decision making

The diagram shows the predisposition of various family members, which when influenced by other factors leads to joint or individual decisions. These factors are shown in the diagram and consist of social class, lifestyle, role orientation, family life-cycle stage, perceived risk, product importance and time pressure.

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