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A family comprises of two or more individuals living together connected by blood or the bond of marriage. Family and family dynamics are key elements that affect the consumption of products by its members. A consumer tends to discuss with other family members before making a particular purchase decision. The decision to purchase a particular product is dependent on whether family members supported the individual to purchase it, stopped them from purchasing it or suggested another option. There are various roles played by family members in making the decision. The first role is that of the influencer. The influencer is the member of the family who provides information concerning a product or service to other members. Other family members play the role of the decider by selecting the product. The buyer is the family member who makes the actual purchase. Some family members play the role of users by consuming the product or service purchased.
Additionally, family dynamics also influence the decision to purchase a product or service. The influence stems from relationship dynamics between members of the family. For example, a wife may dominantly influence the choice of home decorations, food, and grocery while a husband may dominantly influence the choice of cars and insurance. The reference group for wine to bring to a party includes the different types of wine buyers. Wine buyers may be image seekers, enthusiast, price driven, new comers and other categories. Each category pays attention to different factors. For example, image seekers may be significantly influenced by design and packaging while price driven consumers may be greatly driven by the cost of purchase.
Carolyn Morgan is the author of this paper. A senior editor at Melda Research in Research Paper Writing Service. if you need a similar paper you can place your order for a custom research paper from A+ Affordable Paper Writing Service.
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