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Sukhpreet Kaur, Lovely Professional University Unit 10: Family Influences
Unit 10: Family Influences Notes
CONTENTS
Objectives
Introduction
10.1 Family Decision-making and Consumption related Roles
10.2 Nature of Family Purchases and Decision-making
10.3 Husband-wife Influences
10.4 Parent-child Influences
10.5 Consumer Socialisation of Children
10.6 Summary
10.7 Keywords
10.8 Self Assessment
10.9 Review Questions
10.10 Further Readings
Objectives
After studying this unit, you will be able to:
Identify the stages of family life cycle
Explain the husband-wife influences on purchases
Assess the role of children in decision making
Introduction
The family is, by far, the most important reference group. It is also the most basic consumption
unit for most consumer goods. The consumption patterns of individual family members are
seldom independent form those of other family or household members.
Example: To buy a scooter or motorcycle for a college-going boy or girl will mean
spending discretionary funds that could have been used for buying a microwave oven or an air
conditioner.
10.1 Family Decision-making and Consumption related Roles
The concept of household or family life cycle is important for marketers in segmenting the
market. In 1966, Wells and Gubar proposed eight stages to describe the family life cycle. The
following life cycle (as shown in Table 10.1) stages are typical of families.
LOVELY PROFESSIONAL UNIVERSITY 131
