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Unit 10: Family Influences
The members of a family assume specific roles that also include the purchase decisions. Notes
When two or more members are directly or indirectly involved in purchase decision
making process, it is called family decision making.
Purchase decision related roles include the influencers, gatekeepers, information gatherers,
deciders, buyers, and users.
10.7 Keywords
Consumer Socialisation: The process by which an individual acquires the skills needed to function
in the marketplace as a consumer.
Family lifecycle: Describes how a traditional family evolves from bachelorhood to children to
solitary retirement.
Matriarchal Family: A social system in which the mother is head of the family.
Patriarchal Family: A social system in which the father is the head of the family and men have
authority over women and children.
10.8 Self Assessment
Fill in the blanks:
1. In the ………………… stage of family life cycle, individuals incomes are low but financial
burden is also low, so they have enough disposable income.
2. …………………… are the single older persons with very low income and increasing
medical expenses.
3. Full nest II stage is marked by young married couples with children from ……………….
years of age.
4. In purchase of a video game, the children are most likely to play the role of …………………
5. A purchase decision which can be taken by either husband or wife is termed as
………………….. decision.
6. In a family, the mother makes all the purchase decisions. The family is a ………………
family.
7. ……………… parents are those who don't show any concern for their child's needs.
8. ………………. parents grant full freedom to their children.
9. Your parents don't like you to play with other children of the society. Your parents are
……………….parents.
10. The process through which a child learns about the market, products and services is
known as…………………..
10.9 Review Questions
1. If you are the marketing manager of an instant noodles making company, which stages of
family life cycle will you target and how?
2. Bring out the differences between individual and family decision making.
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