The family is a major influence on the consumer behaviour of its members. There are many examples of how the family influences the consumption behaviour of its members. A child learns how to enjoy candy by observing an older brother or sister; learns the use and value of money by listening to and watching his or her parents. Decisions about a new car, avacation trip, or whether to go to a local or an out-of-town college are consumption decisions usually made within the context of a family setting. The family commonly provides the opportunity for product exposure and trial, and imparts consumption values to its members. As a major consumption unit, the family is also a prime target for the marketing of manyproducts and services.
Family Life Cycle and Buying Roles
It is important for a marketeer to know the family structure and its consumption characteristics.He should be able to understand the family which is a subset of a household. A household ismade up of persons who live and occupy a housing unit. These include both, nuclear and extendedfamilies. A household is a basic consumption unit for most consumable goods. Major itemssuch as housing, automobiles, electrical appliances, washing machine, etc. are used more byhouseholds than individuals. In a household, many items can be shared and possessed, whereasindividuals some times do not posses many such items individually.
Nuclear family: It consists of two adults of opposite sex living in a socially approved sexrelationship with their children. It consists of husband, wife and their offspring. Joint family: It includes a nuclear family and other relatives such as parents of husband/wife, aunts, uncles, and grandparents, also.
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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