CHAPTER 7

CONSUMER BEHAVIOR AND FAMILY

Syllabus: Family, influences on family decision making, using family concepts in
marketing.
Indices

Serial No. Topics Page

FAMILY 247

7.01 Introduction 247

7.02 Meaning and Definitions of Family 248

7.03 Characteristics of Family 249

7.04 Functions of Family 250

7.05 Types or Forms of Family 251

INFLUENCES ON FAMILY DECISION MAKING 254

7.06 How to Use Family Concepts in Marketing? 254

Who initiates the purchase decision process? 254

Who dominates the decision process? 254

246 CONSUMER BEHAVIOR

Who makes the price decision? 255

Who makes the final purchasing decision? 255

Who makes the overt act of purchasing? 255

7.07 Influences affecting Family Decision Making 255

Influence of Culture on Family Decision Making 255

Influence of Subculture on Family Decision Making 257

Influence of Social Class on Family Decision Making 258

Influence of Other Reference Groups on Family Decision Making 259

USING FAMILY CONCEPTS IN MARKETING 260

7.08 How to Use Family Concepts in Marketing? 260

7.09 Family Life Cycle 262

7.10 Consumption Patterns at Different Stages of Life Cycle 263

7.11 How Personality Traits of Family Members Affect Their Behavior? 265

7.12 Children’s Influence on Family Purchase Decisions and Consumption 266

Exercise 271

End of Chapter 7 272

 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 247

FAMILY
cwievi
7.01 Introduction
f~wgKv
In fact, all products are aimed at some family member or other. Therefore, understanding what a
family is, the difference between a family and a household, and family types are essential for a
marketer. Why marketers pay attention to the family concept in understanding consumer behavior?
They pay special attention to the family as a reference group because it is there that people are
socialized and endowed with their initial social status.

Consumer behavior analysts often address

the family as a consumption unit because
families make group purchasing decisions
and shape their consumption behavior.
Families are involved in consumer decisions
that involve more than one person. Families
make purchase decisions believing that it
will maximize the welfare of their members.
Although some members might have special
allocations or more power over how the pooled resources are used, families pool their financial
resources.

A family is an important social unit for at least two consumer-related reasons. You know that
many foods, shelter, recreational, and other products and services are consumed jointly by the
family members.

Moreover, the purchase and use of many products and services, which we think of as individually
consumed, are usually influenced by the family. Thus, consumers’ attitudes toward spending and
saving and even the brands and products purchased have been influenced by the families they
grew up in.

Family structure specifies the power, responsibilities, activities, and role expectations of each
member.
Family structures are also changing gradually, making family purchase decision patterns different
than before. Marketers must be sensitive to these changes and the way they influence family
248 CONSUMER BEHAVIOR

purchase decisions and consumption activities. You can thus, argue that the family should be the
main focus for studying consumer behavior.
Therefore, marketers need to understand the nature of the family’s influence on its members and
how they make purchase decisions. This knowledge will definitely help them better in developing
marketing programs and in formulating strategies to implement those.

7.02 Meaning and Definitions of Family

cwiev‡ii A_© Ges msÁv
The family is an intimate domestic group made up of people related to one another by bonds of
blood, sexual mating or legal ties. It is the smallest and most basic social unit, which is also the
most important primary group found in any society.
It is the simplest and most elementary group found in a society. It is a social group consisting of a
father, mother and one or more children. It is the most immediate group a child is exposed to. In
fact, it is the most enduring group, which has tremendous influence on the life of an individual,
from birth until death. It also accounts for the most enduring social relationship found in society.
Family has been defined by different social scientists. Some of these definitions are given below:
1. Maclver, ‘Family is a group defined by sexual relationship, sufficiently precise and enduring
to provide for the procreation and upbringing of children.’
2. Robert Bierstedt, ‘The family, almost without question, is the most important of any groups
that human experience offers … the family … is with us always, or more precisely, we are
with it.’
3. M. F. Nimkoff ,‘Family is a more or less durable association of husband and wife, with or
without child, or of a man or woman alone, with children.’
4. Eliot and Merrill ‘Family is the biological social unit composed of husband, wife and
children.’
5. Burgess and Locke ‘Family is a group of persons united by ties of marriage, blood or
adoption constituting a single household interacting and inter-communicating with each other
in their respective social roles of husband and wife, father and mother, son and daughter,
brother and sister, creating a common culture.’
6. Kingsley Davis ‘Family is a group of persons, whose relations to one another are based upon
consanguinity and who are therefore kin to one another.’
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 249

7.03 Characteristics of Family

cwiev‡ii ‰ewkó¨
Family is a more or less durable association of husband and wife, with or without child, or of a
man or woman alone, with children. The main characteristics of a family are as follows:
1. Universal group (me©Rbxb MÖæc): Family is a Universal group. It is found in some form or the
other, in all types of societies whether primitive or modern.
2. Marriage (weevn): A family is based on marriage, which results in a mating relationship
between two adults of opposite sex.
3. Nomenclature (bvgKiY): Every family provides an individual with a name, and hence, it is a
source of nomenclature.
4. Descent or ancestry (esk): Family is the group through which descent or ancestry can be
traced.
5. Important group (. ¸iæZ¡c~Y© `j): Family is the most important group in any individual’s life.

6. Primary socialization (cªv_wgK mvgvwRKxKiY): Family is the most basic and important group in
primary socialization of an individual.
7. Limited in size (mxwgZ AvKvi): A family is generally limited in size, even large, joint and
extended families.
8. Nucleus of all groups (mg¯Í `‡ji †K›`ª): The family is the most important group in society; it
is the nucleus of all institutions, organizations and groups.
9. Emotions and sentiments (Av‡eM Ges Abyf~wZ): Family is based on emotions and sentiments.
Mating, procreation, maternal and fraternal devotion, love and affection are the basis of
family ties.
10. Unit (&GKK): The family is a unit of emotional and economic cooperation.

11. Duties and responsibilities (KZ©e¨ I `vwqZ): Each member of family shares duties and
responsibilities.
12. Made up (ˆZwi): Every family is made up of husband and wife, and/or one or more children,
both natural and adopted.
13. Different social roles (wewfbœ mvgvwRK f~wgKv): Each family is made up of different social roles,
like those of husband, wife, mother, father, children, brothers or sisters.
250 CONSUMER BEHAVIOR

7.04 Functions of Family

cwiev‡ii Kvh©vejx
As a social group and as an important social institution, family performs various functions that are
as follows:
1. Family is a unit through which procreation takes place. Marriage sanctions sexual
relationships, and it also establishes a family, which is further reinforced with the birth of
children.
2. The process of reproduction is institutionalized, regulated and controlled in a family. The
family legitimizes the act of reproduction.
3. Family helps in propagation of human species and perpetuation of human race.
4. Family provides an individual with an identity.
5. It is through the family that every family name is carried on from one generation to another.
6. Family is responsible for the production and upbringing of children.
7. Family is an important agent of socialization. The primary socialization of any individual
takes place within the family. The immediate family members teach all the basic rules and
norms of social life to a child.
8. Family is also an important agent of cultural transmission. Culture is transmitted from one
generation to another through family. All the aspects of culture are learnt within the family
structure.
9. Family is a great source of strength, emotional and psychological, for its members. All the
members are aware that they can depend upon their family in the times of need.
10. Family provides an individual with a home, and establishes enduring social relationships.
11. The family is the basis of division of labour, where all members have their duties and
obligations towards each other.
12. A family fulfills the economic needs of its members. This function has undergone
transformation, with families moving from being production and consumption units in earlier
times, to becoming more of consuming units rather than a producing one. Now-a-days,
members of a family no longer produce things themselves; rather, they go out and work for
some monetary remuneration or wages.
13. Family is traditionally responsible for the education of the children.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 251

14. Family also has a recreational function. Earlier, most recreation was family- based. Family
gatherings during festivals, functions, family reunions, marriages, brought entire families
together. Now-a-days, taking family members out on holidays or for movies, plays, dinners,
or parties, etc., perform the same function.

7.05 Types or Forms of Family

cwiev‡ii aiY ev cªKvi
We shall look at some of the types of family in this section (Figure 1).

A description of the above classification of types or forms of family is explained here:

1. Based on Birth (R‡b¥i Dci wfwË K‡i):

 Family of Orientation (cwievi wfwËK): The family in which an individual is born is his
family of orientation.
 Family of Procreation (eske…w×i cwievi): The family where an individual sets up after
his/her marriage is his/her family of procreation.
The family of orientation and procreation may live together under the same roof, but can still
be distinguished.

2. Based on Marriage (weev‡ni Dci wfwË K‡i):

 Monogamous Family (GKMvgx cwievi): This family consists of one husband and wife,
including children and is based on monogamous marriages.
252 CONSUMER BEHAVIOR

 Polygynous Family (eûMvgx cwievi): A family consisting of one husband, and more than
one wife, and all the children born to all the wives or adopted by each of them. This type
of family has its basis in the polygynous form of marriage.
 Polyandrous Family (eûwea cwievi): A family made up of one wife and more than one
husband, and the children, either born or adopted with each one of them. This family is
based on polyandrous marriage.

3. Based on Residence (evm¯’v‡bi Dci wfwË K‡i):

 Family of Matrilocal Residence (gvZ…¯’vbxq evm¯’v‡bi cwievi): When a couple stays in the
wife’s house, the family is known as family of matrilocal residence.
 Family of Patrilocal Residence (wcZ…Zvwš¿K cwievi): When a family stays in the house of
husband, the family is known as family of patrilocal residence.
 Family of Changing Residence (evm¯’vb cwieZ©‡bi cwievi): When a family stays in the
husband’s house for some time, and moves to wife’s house, stays there for a period of
time, and then moves back to husband’s parents, or starts living in another place, the
family is called a family of changing residence.

4. Based on Ancestry or Descent (esk ev es‡ki Dci wfwË K‡i):

 Matrilineal Family (weevwnZ cwievi): When ancestry or descent is traced through the female
line, or through the mother’s side, the family is called matrilineal family.
 Patrilineal Family (cyiælZvwš¿K cwievi): A family in which the authority is carried down the
male line, and descent is traced through the male line or the father’s side, is called a
patrilineal family.

5. Based on Authority (KZ©…c‡¶i Dci wfwË K‡i):

 Matriarchal Family (gvZ…Zvwš¿K cwievi): Matriarchal families are generally found in

matrilineal societies. In these families, a woman is the head of the family, and authority is
vested in her. Succession of property is through the female line, i.e., only daughters inherit
the property.
 After marriage (we‡qi ci), the husband resides in the wife’s house and descent is traced
through the mother’s side. Here, children are brought up in mother’s house. Thus, in
matriarchal societies, the matrilocal system exists. Matriarchal families are found only in
matrilineal societies, which are very limited in number all over the world. They are found
in parts of Latin America, Ceylon, parts of Africa and India (the Khasis and the Garos).
 Patriarchal Family (wcZ…Zvwš¿K cwievi): Patriarchal families are commonly found in all
parts of the world, since most societies in the world are patrilineal societies. In patriarchal
families, the head of the family is a male, and authority is vested in him. Descent and
property is passed through the male line and children are brought up in father’s house.
Such families are patrilocal in nature.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 253

6. Based on the Nature of Relations (m¤ú‡K©i cªK…wZi Dci wfwË K‡i):

 Conjugal Family (m¤ú…³ cwievi): The conjugal family is made up of adults among whom
there is a sexual relationship. It refers to a family system of spouses and their dependent
children. The emphasis is placed on the marital relationship that exists between spouses.
In modern times, the term ‘conjugal family’ is being used for partners, who have a long-
term sexual relationship, but are not actually married.
 Consanguine Family (`v¤úZ¨ cwievi): A consanguine family is made up of members
among whom a blood relation exists, or those who are consanguineal kin, i.e., a family
consisting of parent(s) and children, or siblings (brothers, sisters, or brothers and sisters).

7. Based on state or structure (ivó« ev KvVv‡gvi Dci wfwË K‡i):

 Nuclear Family (m¤£všÍ cwievi): A nuclear family is a small group consisting of a husband,
a wife and children, natural or adopted. It is more or less an autonomous unit that is not
under the control of adults or elders of the family. It consists of two generations only. In
all modern societies, nuclear family is the most common type of family. In fact, nuclear
family is both the consequence as well as the cause of the disintegration of joint family.
 Joint Family (†hŠ_ cwievi): A joint family consists of three generation, living together
under the same roof, sharing the same kitchen and purse or economic expenses. It is a
family consisting of three nuclear families living together. According to Iravati Karve, a
joint family is ‘a group of people, who generally live under the same roof, who eat food
cooked at one hearth, who hold property in common, and who participate in common
family worship and are related to each other as some particular type of kindered.’

In Figure 2, Ego (the shaded figure) is a part of a joint family consisting of four gen-
erations—the children, parents, grandparents and great-grandparents, all from the fathers
side. These types of joint families are also known as patriarchal (father- centred) or
patrilineal (lineage traced through the father s or male side) joint families.
254 CONSUMER BEHAVIOR

In such families, only unmarried daughters, or at times widowed daughters are a part of
the family. Married daughters no longer belong to the family as they become a part of
their husbands family. However, in the case of matriarchal joint families (mother-
centered) or matrilineal (lineage or descent traced through the mothers side or the female
side), daughters are a part of the joint family, whereas sons become a part of their wives’
families.

INFLUENCES ON FAMILY DECISION MAKING

cvwievwiK wm×všÍ Mªn‡Yi Dci cªfve
7.06 How to Use Family Concepts in Marketing?
Kxfv‡e wecY‡b cvwievwiK aviYv e¨envi Ki‡e?
Marketers need to consider family aspects, as most of the products are aimed at families. Not all
will use a particular product in the family, but some products are used jointly by the family
members.
From the previous discussion of this unit, you came to learn that, in certain purchases, husbands
play the only role; in others, wives play the only role. Again, in some other cases, children make
purchase decisions independently. You have also noticed that certain purchase decisions are taken
jointly by husbands and wives.
There are also occasions, though husbands and wives take joint purchase decisions. Husbands play
more important roles than wives. Yet again, some joint purchase decisions are areas where wives
play more dominant roles than husbands.
Marketers should know specifically which of the above situations prevail in the case of his product.
The answer to this question may be known from the answers to five relevant questions. The
questions are summed up below:

 Question one: Who initiates the purchase decision process? (†K µq wm×všÍ cªwµqv ïiæ K‡i?)

Purchase decisions, as you know, are not instant. They are rather complicated processes
involving several stages. The first of these is the initiation of the purchase decision process.
Who will initiate the decision process depends on the type of product or service in question.
Generally, one likely to get the most benefit out of the purchase initiates the purchase decision
process. For example, in kitchen appliances, the wife is likely to initiate the purchase decision
process, as she will get the most benefit out of this purchase.

 Question two: Who dominates the decision process? (wm×všÍ cªwµqvq †K cªvavb¨ cvq?)
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 255

Purchase decisions, in most of the cases, are taken after the evaluation of purchase-related
information.
The involvement of family members in the evaluation process depends on the type of product
considered and its difficulty. In complex purchase situations, more of the family members
take part in the evaluation process.
If the product is used exclusively by only one member of the family, he is likely to play a role
in the evaluative process, as seen in the shaving cream purchasing decision.

 Question three: Who makes the price decision? (†K µq wm×všÍ MÖnY K‡i?)

It basically depends on the role structure of the family and the price of the product. In costly
items, husbands usually take price decisions as the money comes out of their pockets.
In families where wives are dominant, price decisions are mainly taken by them. This role is
also determined by the social class and subcultural differences that we have discussed before.

 Question four: Who makes the final purchasing decision? (†K P~ovšÍ µq wm×všÍ MÖnY K‡i?)

This again depends on the product’s nature and its importance as well as uses. If the product
is likely to be used by everyone in the family, such as a car, husbands, wives, and children
arrive at the final purchase decision.

 Question five: Who makes the overt act of purchasing? (†K µq wm×všÍ cªKvk¨ KvR K‡i?)

Though this is not very important as the final decision is made, the marketer should know the
answer to this question for the last attempt to convince the purchaser. This depends on the
type of product/service considered. For example, if the item is a life insurance policy, the
husband is most likely to make the actual purchasing.
It is imperative for appropriate marketing decisions that the marketer knows the answers to
the above-mentioned questions. The answers to these questions depend basically on the
buyer’s social, cultural, and individual perspectives.

7.07 Influences affecting Family Decision Making

cvwievwiK wm×všÍ MªnY‡K cªfvweZ K‡i Ggb c«fveK

1. Influence of Culture on Family Decision Making

cvwievwiK wm×všÍ Mªn‡Y ms¯‹…wZi cªfve

Culture, you know, is everything in our surroundings that are made by human beings. Cultural
influences have broad effects on family buying behavior because they permeate our daily
lives.
256 CONSUMER BEHAVIOR

Our culture determines what we buy and use and how we buy them. Some of our culture’s
important values are retaining traditions, organized religion, conventional marriage, and
having children. These values are gradually eroding, particularly in urban areas.
For example, some 25 years back even, most urban families in our culture ate at least two
meals and breakfasted a day together. Mothers were found to devote four to six hours a day
preparing those meals.
Today, about 50% of the urban women are employed out of the home, and average family
incomes have risen considerably.
These changes have led to changes in the roles of husbands and wives in family decision
making. As more women find employment outside the home, they can give their children less
time and educate them on certain values and norms. These have also brought significant
changes in family purchase decisions and consumption patterns.
Since the same cultural traits do not prevail in all cultures, husbands and wives’ roles also
differ from culture to culture. In our culture, wives usually play passive roles in family
purchase decisions, particularly in rural areas.
Their husbands, particularly in taking family purchase decisions, consider them subordinates.
In urban areas, the picture is relatively different. Their husbands at a greater number here
consider wives’ opinions.
Culture also determines the roles of husbands and wives within the family.
A role is a set of actions and activities that a person in a particular position is supposed to
perform, based on both the individual and the surrounding persons. In our culture, husbands
usually play goal-directed roles, where wives play emotional and expressive roles.
Husbands are found to influence decisions on products related to family needs, where wives
are concerned with the aesthetic aspects of products.
Though family roles have changed a good deal over the years, traditionally, a married male
parent has held two positions: husband and father. The purchasing behavior and activities that
make up a man’s role as the expectations determine a father, his wife, and his children have
regarding a father’s behavior.
As people occupy numerous positions, they also have many roles. The male in our society,
for example, not only performs the roles of a husband and father but also may perform the
roles of an office executive, political activist, an office-bearer of a local sports club, and
student in an evening university class.
Thus, several sets of expectations are placed on each person’s behavior. His roles not only
influence his general behavior but also buying behavior. The demands of a person’s many
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 257

roles may be confusing and inconsistent. Assume that the father in a family is thinking of
buying a car.
His wife may want him to buy it next year. His older son is hoping for a brand new car. His
daughter wants a 1500 cc car. His fellow activists of the same political party are casually
suggesting that he increases his contribution to the party.
Several classmates at the university are urging him to buy a specific brand. A colleague
indicates that he should buy a different brand. Thus, his behavior is a function of the input
and opinions of many, including family members.
Family roles relate directly to purchase behavior. The husband in the family is likely to be
involved heavily in purchasing products like cars, VCD players, and cigarettes. The wife
makes buying decisions related to many household items such as microwave oven, sewing
machine, toaster, decorative items, etc.
The actual influence depends on who uses the product. One using a particular product will
try to dominate the purchase decision process of that product. Husband and wife participate
jointly in the purchase of a variety of products, especially durable products.
When two or more family members participate in a purchase, their roles may dictate that each
is responsible for performing certain tasks: initiating the idea, gathering information, deciding
on whether to buy the product or selecting the specific brand.
The particular jobs performed depend on the types of products being considered. The role
patterns discussed above are changing gradually as more and more women enter careers and
earn and spend money for their families.
This results in husbands’ involvement in some of the household work, traditionally the wives’
domain. This also changes the role patterns of husbands and wives in family-related
purchases.
Husbands are now found to influence in household purchases, traditionally the wives domain.
As women become economically self-sufficient, they can make more purchasing decisions.
Moreover, if the husband is liberal with his wife, that wife will influence family-related
purchases, an urban phenomenon.

2. Influence of Subculture on Family Decision Making

cvwievwiK wm×všÍ Mªn‡Y ms¯‹…wZi cªfve

By this time, you are well aware that culture influences family purchase decisions. In unit 5,
you realized that subcultures exist, i.e., culture again may be divided into different subgroups
known as subcultures. Subcultural differences have a significant impact on family purchase
decisions.
258 CONSUMER BEHAVIOR

Due to sub-cultural differences, roles of husbands and wives also vary within the family.
Moreover, relative to other subcultures, individuals in a certain subculture may have stronger
preferences for certain types of clothing, housing, furniture, or foods.
One of the subcultures, religious subculture, may shape family consumption and determine
husbands’ and wives ‘ roles significantly in the family unit.
For example, families belonging to the Muslim subculture here in Bangladesh do not buy and
consume certain products and services such as alcoholic beverages, pork, etc.
Families having strong bondage to the said religion will be conservative in buying and
consuming material goods. Again, in the Hindu religious subculture here in Bangladesh, it is
known that husbands dominate more in the family purchase decisions.
Regional subculture also influences family purchase decisions. The products families will
buy and consume, and the roles husbands and wives will play in family purchase decisions
are affected greatly by the regional subculture. The climatic condition of a particular region
may dictate the pattern of housing and clothing consumption of families.
For example, Chittagong Hill-Tracts people live in different houses and wear different
clothing types, unlike other countries. Fashion consciousness is also affected by regional
subcultures. People of certain regions are found to be more conscious about fashions than
people of other regions.
Roles that husbands and wives play in family purchase decisions are as well affected by the
regional subculture. In Bangladesh, it is known that, in northern districts, women enjoy
dominating family purchase decisions.
On the other hand, in the southern districts, wives enjoy their husbands’ dominance in family-
related purchases. In urban areas, middle-class families are found to take family purchase
decisions jointly by husbands and wives. In rural areas, husbands are found to dominate
family purchases.

3. Influence of Social Class on Family Decision Making

cvwievwiK wm×všÍ Mªn‡Y mvgvwRK †kÖYxi cªfve

Within all societies, people rank others into higher and lower social classes of status. This
placement results in social classes. To a great degree, individuals within social classes
develop and take on common patterns of behavior. They may have similar attitudes, values,
language patterns, and possessions.
Social class, thus, influences family decision making to a great extent. Family lifestyle is
dictated by the class to which it belongs, and consequently, the products and services and the
brands and stores they select.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 259

Upper-class families usually buy many high ticket items than middle and lower-class
families. Moreover, they also prefer to buy unique products and services.
For example, the upper classes’ families prefer to buy apartments in Gulshan, Dhanmondi,
and Banani of Dhaka city. These are the posh areas of the city, which signifies upper-class
status. The media use of families is also related to social class. Lower and lower-middle-class
families are usually the heavier TV viewers, where upper-middle and upper-class families are
the heavier magazines.
The leisure activities undertaken by families are also affected by their social classes. It is
found that in lower-class families, husbands and wives enjoy their leisure times
independently. The same picture is also seen in the upper-class families here in Bangladesh.
On the other hand, in middle-class families, husbands and wives enjoy their leisure jointly
along with the children.
Lower and middle-class families spend most of their leisure time indoors, such as visiting
friends and relatives. On the contrary, upper-class families spend their leisure in outdoor and
social activities and traveling abroad.
The class to which the family belongs also influences the role of playing in family-related
purchase decisions. In Bangladesh, in most cases, husbands dominate family purchase
decisions in lower-class families.
In middle-class families, husbands and wives are found to reach collective decisions
regarding family-related purchases. Upper-class families here in Bangladesh reveal a
different picture.
The wives usually take most of the family-related purchase decisions in the upper classes.
Husbands are the least concerned about how much is being spent on household purchases.
They are also not concerned about where the money is being spent, I mean on what items.

4. Influence of Other Reference Groups on Family Decision Making

cvwievwiK wm×všÍ Mªn‡Y Ab¨vb¨ †idv‡iÝ †Mvôxi cªfve

In addition to cultural, sub-cultural, and social class influences, decision-making in families

is also affected by other groups, known as “significant others’. They include parents, friends,
associates, and peers of both husbands and wives.
We learn certain purchase-related behaviors and roles from our parents when we live with
them. Later, in our conjugal lives, we are likely to display those behaviors and exercise those
roles that we have learned from our respective parents.
260 CONSUMER BEHAVIOR

For example, if a husband learns from his parents that family purchase decisions should be
taken collectively by husband and wife, this particular husband is likely to practice this
pattern in his conjugal family.
If a wife, for example, learns from her parents’ family that wife plays a dominant role in
family-related purchases, she is likely to practice that pattern in her conjugal family.
In addition to parents’ influences, families are also influenced by their intimate friends and
associates. They give families purchase-related stimuli.
Families always try to keep pace with their friends and associates. As a result, they are likely
to assume the same lifestyles as their close friends and acquaintances by buying similar
products and services and selecting the same brands and stores.
Other reference groups, particularly in major purchases, such as furniture, television,
apartments, and so on, and in selecting clothing styles and entertainment activities, influence
families.
Colleagues also play a major role in particular family-related purchases. Because of working
in a particular organization, the husband of a particular family may need to wear a particular
dress, drive a particular automobile brand, or even live in a particular area.

USING FAMILY CONCEPTS IN MARKETING

বিপণনে পাবিিাবিক ধািণা িযিহাি কিা
7.08 How to Use Family Concepts in Marketing?
বিপণনে পাবিিাবিক ধািণা কীভানি িযিহাি কিনি?
Marketers are using the concept of the family life cycle over the last 60 years. In analyzing and
predicting families’ consumer behavior, they have recognized the various stages in the family life
cycle and each of these stages’ characteristics. It combines age, marital status, presence or absence
of children, and the ages of children.
The family life cycle describes the orderly progression of stages through which households tend
to pass during their lives. You should note that not all people, of course, go through each of these
nine stages, particularly here in Bangladesh.
Yet, the life cycle model does reflect a basic pattern of movement, which was developed by Wells
Gubar in 1966.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 261

The basic assumption underlying the family life cycle approach is that most households pass
through an orderly progression of stages, each with its own features, financial position, and
purchasing patterns. “Family life cycle is the classification of family and non-family households
based on the assumption that these entities, like individuals, move through a series of relatively
distinct and well-defined stages with time.”
The nine stages comprising the family life cycle are (1) Bachelor stage; (2) Newly married
couples; (3) Full nest#1; (4) Full nest#2; (5) Full nest#3; (6) Empty nest#1; (7) Empty nest#2; (8)
Solitary survivor in the workforce; and, (9) Solitary survivor retired.
Now you will be given the basic idea on each of these stages in the following section:
1. Bachelor Stage: It consists of young single people not living at home. They have got a few
financial burdens. They have usually fashioned opinion leaders. People of this stage are
recreation-oriented.
2. Newly Married Couples : They are young individuals of the opposite sex, married recently,
and having no children. They are usually better off financially than they will be short. The
highest purchase rate and highest average purchase of durables are the two other
characteristics of this stage of the family life cycle.
3. Full Nest #1: It starts when the newly married couple has their first child born. The stage
continues up to the youngest child becomes six years of age. Their liquid assets are found
below. They are also found to be dissatisfied with their financial position and the amount of
money saved.
4. Full Nest #2: This stage starts when the youngest child becomes six-year or over. A family’s
financial position is found to be better at this stage. This is because of the career progress of
the husband.
Moreover, the wife is found to start finding employment and earns money contributing to the
total family income. Families of this stage are found to be influenced less by advertising.
5. Full Nest #3: This stage comprises of the older married couple with dependant children. The
family’s financial position remains better. More wives of this stage are found to work and
earn money.
Some children are also found to get a job, becoming self-dependent, thus relieving the family
financial burden. Advertising can hardly influence people of this stage in the family life cycle,
6. Empty Nest #1: It consists of older married couples having no burden on children as they
leave their parents. Children usually head into the labor force, becoming economically self-
reliant and living separately.
262 CONSUMER BEHAVIOR

Families are found to be most satisfied with their financial positions. They can save a
significant amount of their incomes at this stage. They enjoy making gifts and contributing
to charities and social causes. They are usually not interested in new products at this stage.
7. Empty Nest #2: It consists of an older married couple, no children living at home, and the
family head is retired. Because the family head retires, family income drops at this stage. But,
as the wife continues to work, family income is usually not dissatisfactory at this stage.
8. Solitary Survivor in Work Force: This stage usually consists of a wife. She still works and
has a good income because she can solely spend her entire income.
9. Solitary Survivor Retired: This is the last stage of the family life cycle. It usually consists
of a wife who retires from the active work, and as a result, the family’s financial position
drastically falls.
Moreover, emotional difficulties start at this stage. Family requires a special need for attention,
affection, and security.

7.09 Family Life Cycle

cvwievwiK Rxeb Pµ
Family life cycle is a concept that describes changes in a family over time. Families account for a
very large percentage of all consumer expenditures.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 263

Much of this spending is systematic and stems from natural needs that change as a family unit
goes through its natural stages of life. These range from the young single (or unattached adult)
stage and the newly married stages, to the full nest as the children are born and grow, to the empty
nest and the final solitary survivor stage.
Each transition prompts changes in values and behavior as well as in income and consumption.
Family decision making encompasses the processes, interactions, and roles of family members
involved in making decisions as a group.

7.10 Consumption Patterns at Different Stages of Life Cycle

Rxeb P‡µi wewfbœ ch©vq †fv‡Mi aiY
Buying behavior and consumption vary according to the stage in the family life cycle. The family
life cycle approach’s rationale is that buying relates more to the family development stage than to
any single demographic factor within the life cycle composite. Quite a few studies have found
relationships between life cycle stages and buying differences.
The purchasing behavior of a family changes as it progresses through its life cycle. Consumer’s
arrival at each stage of the life cycle initiates the need for new classes of products.
When single persons move into a separate apartment, they need to buy basic household
equipment. When these persons marry, there is a need for more furnishings, and the arrival of
children triggers a host of baby-related purchases.
Thus, each stage of the family life cycle opens new vistas of needs that can be met by marketing
people who watch for these opportunities. You will be given ideas on purchases during different
family life cycle stages in the following few paragraphs.
1. During the bachelor-stage, earnings are usually low as the individual starts his career. Due
to limited financial burden, the family can spend more on personal care items, clothing,
recreation, and travel. Families also buy basic kitchen equipment, basic furniture, and so on
during this stage.
2. As the Newly Married Couple is financially better off, they buy many items, particularly
durables. They buy refrigerators, televisions, stereos, sensible and durable furniture, and
vacations.
They are also found to buy appliances, cars, and a lot of clothing at this stage. They may also
start investing in building a reserve for the future. The marketers of such goods, including
financial services, and apartments, may successfully target this group.
264 CONSUMER BEHAVIOR

3. Full Nest#1 stage: When the first child is born, the Full Nest#1 stage begins, and the child’s
presence alters family consumption patterns overnight. Here, home purchasing reaches a
peak. A lot of money is being spent on child-related purchases. Families are found to be
interested in new products at this stage.
They are also attracted to advertised products at this stage. Families buy products like baby
food, toys, baby furnishing, washers, TV, chest rubs and cough medicine, vitamins, etc. A
significant amount of family income is also spent on paying medical bills.
4. In the Full Nest#2 stage, child-oriented purchases continue.
But, as the family’s financial position improves, the family remains oriented toward new
purchases. In this stage, the family buys more of the food items, children’s clothing, bicycles,
junior sports equipment, larger-sized items such as bigger TVs and refrigerators, musical
instruments, etc. The family also starts saving for their children’s education.
5. In the Full Nest#3 stage, the family’s financial position further improves.
They spend a lot of money on children’s education as their studies begin. Advertising can
influence less at this stage as the family becomes more experienced in purchasing. There is a
high average purchase of durables at this stage.
New, more tasteful furniture, automobiles, non-necessary appliances, magazines, dental
services, and luxury items are bought heavily at this stage.
6. During the Empty Nest#1 stage, homeownership reaches the peak. Families become
interested in travel, recreation, and self-education at this stage. Families make a lot of gifts
and contributions at this stage.
Families are not interested in new products but rather buy vacations and luxuries and spend
money on home improvements. Families also spend a portion of their incomes on protective
investments to make their retired lives comfortable.
7. At the Empty Nest#2 stage, the family’s income falls, and they spend much of their time at
home. They buy medical appliances, spend money on medical care, buy products that aid
health, sleep, and digestion.
8. In the Solitary Survivor (in the labor force) Stage, more money is spent on vacations,
recreation, and health-oriented products. Out of these expenditures, the major portion is spent
on health care and medicare purposes.
9. During the last stage, the family’s financial position deteriorates significantly as the regular
income-generating activities cease. Most of the family income is being spent on paying
medical bills and buying medicines.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 265

Many of the individuals belonging to this stage are now moving to older adults’ homes as they
need special care, attention, affection, and security.
Findings such as these are useful in devising marketing strategies, including promotional
messages. Marketers find that the stage in the family life cycle often predicts consumer behavior
better than age does. One couple may postpone having children until their middle thirties; another
may begin their family in their middle twenties.
Thus, even though the couples are 10 years apart in age, they are at the same stage of the family
life cycle and exhibit similar buying behavior. Marketers should be aware of important nuances,
however.
Even though the two couples purchase the same kinds of products, the older couple may be better
able to afford more expensive items. In conclusion, we can say that the family life cycle concept
is a handy tool for marketers.
Marketing managers for numerous products can use this concept to identify market segments and
explain their behavior. This can help them devising appropriate marketing strategies, thus
combating competitors successfully.

7.11 How Personality Traits of Family Members Affect Their

Behavior?
Kxfv‡e cwiev‡ii m`m¨‡`i e¨w³‡Z¡i ‰ewkó¨¸wj Zv‡`i AvPiY‡K c«fvweZ K‡i?
Personality is the composite of a person’s patterned, enduring, and interacting characteristics. In
general, how these traits are organized determines how a person responds to stimuli. Certain traits
dominate others, and therefore we commonly label people as aggressive and compliant,
obnoxious, or charismatic, friendly, or aloof.
A great deal of research into the effects of dominant personality traits on consumer behavior was
carried out during the 1950s. Marketers hoped to achieve substantial insights into why people
bought certain products and not others.
Two family-related personality characteristics affecting purchase decision making are;
1. birth order differences, and
2. conformity orientation.

1. Birth Order Differences of Family Members Affecting Consumer Behavior (cwiev‡ii

m`m¨‡`i R‡b¥i µg cv_©K¨ †fv³vi AvPiY‡K c«fvweZ K‡i): An individual’s birth order is responsible
for the development of certain traits in his personality. These traits have obvious influences
266 CONSUMER BEHAVIOR

on his roles in the family, and ultimately family consumption decisions. Those who are born
first usually are found to lack self-confidence.
As parents and other family members show more concern for the firstborns, they gradually
become dependent on others and cannot decide independently. Thus, they can easily be
convinced by others, which is a good lesson for marketers.
On the other hand, those born in the middle usually receive less attention from family
members. As a result, they are found to develop self-confidence by doing things
independently. This ultimately has a direct bearing on their roles in family decision making
and consumption behaviors.
On the other hand, the younger ones are more sentimental and emotional and expect their
anxieties to be released by others. They also are found to lack confidence, are susceptible to
interpersonal influence.

2. Conformity Orientation Influencing Roles of Family Members in Purchase Decisions

and Family Consumption Patterns (m`m¨‡`i mvgÄm¨c~Y© Awf‡hvRb cwiev‡ii µq wm×všÍ Ges cvwievwiK
Li‡Pi aiY¸wj‡K c«fvweZ K‡i): Not all people conform equally to the norms and others’ opinions.
Some conform fully, while others do not.
The conformity orientation an individual has determines his role in family purchase decisions
and his consumption patterns. Individuals who are low in selfesteem usually conform quickly
to avoid conflicts.
Such persons, as a result, cannot play any decisive role in family purchase decisions.
Significant others also influence Their selection of different products and brands.
Persons of authoritarian type (who have a strong parental need, are submissive, or traditional)
usually conform more readily than others. This type of person usually may be convinced by
their reference groups or advertising appeals very easily, which the marketers should note.

7.12 Children’s Influence on Family Purchase Decisions and

Consumption (cvwievwiK µq wm×všÍ Ges Li‡Pi Dci wkï‡`i cªfve)
Except for a few exceptions, every family consists of children. The presence of children
dramatically alters family consumption patterns. Consumption behavior of children is influenced
by many parties, including parents and friends. Understanding this will help a marketer develop
the right product for children and reach them effectively.
Most of the studies conducted so far on family purchase behavior actually focused on husband-
wife decision making. In most cases, researchers ignored children’s influence and roles on family
purchase decisions and consumption decisions.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 267

But the reality says that children exert substantial control and influence on family-related purchase
decisions. It should be noted that consumer behavior studies on children’s roles mainly took into
account the direct influences. Researchers overlooked the influence of indirect influences children
make on family purchase decisions.
Children usually start influencing family purchase decisions as soon as they learn the basic
communication skills of interacting with others. As they become older, they start influencing
family purchase decisions more than before.
Their influences are not restricted to one or particular areas of purchase. Rather influences are seen
in quite a several areas. As families become smaller, children continue to play an important role
in certain family buying decisions.
Teenagers are likely to become involved in purchasing home computers, stereo systems, furniture,
durables, and even automobiles. Marketers realize that, although parents eventually make actual
buying decisions, their children can exert an important influence. The extent of children’s decision
making influence varies from product to product and from family to family.
The influence depends not only on the age of children but also on the values of their parents. “A
research study of children’s influence on family decision processes for twenty-five products found
that for child-centered (e.g., vacations, restaurant choices, outside entertainment) children were
perceived to be influential by most households. Children participate much more in problem
recognition than in later decision stages, and older children are more influential than younger
children.”
Different studies found that children affect family consumption in many ways.
First, children in any family are considered very expensive dependents. During the first few years
of infancy, they cannot verbalize their needs. Parents must anticipate those and make provisions
for their satisfaction.
Moreover, their parents’ long-run needs must also be anticipated and made to meet in due time.
Second, when they become older, they start thinking of them as essential family members. They
prefer certain products and brands that parents should buy.
If it happens otherwise, children may even show use inertia. Therefore, parents should actively
consider their children’s preferences while buying major items.
Third, when children grow older, they like to make independent purchase decisions in certain
items such as undergarments, shoes, dress materials, etc.
Most families are found to give freedom to their children in these purchases. Thus, marketers of
these specific items may successfully aim this group through advertising and promotional
activities.
268 CONSUMER BEHAVIOR

Modern urban families are found to influence their children indirectly in their purchase decisions
instead of direct control. Parents are now found to be free and intimate with their children than
ever before, bearing on children’s influence on family purchase decisions.
These have transformed families into child-oriented ones changing the patterns of children’s
influence on family purchase decisions.

1. Influences on Children’s Behavior (wkï‡`i AvPi‡Yi Dci cªfve): The behaviors that children
display are shaped by their basic values, attitudes, interaction, and orientation. Several factors
determine children’s basics.
Some of the notable factors are parents, peer groups, social class, subcultural differences, and
gender differences. We are now going to highlight these in turn:

2. Parents’ Influences on Children’s Behavior (ev”Pv‡`i AvPi‡Y wcZvgvZvi cªfve): Consumption

behavior of children is affected or influenced by their parents in many instances.
Regarding parents’ influences on children’s behavior, it is found from different studies that
children do not always take their parents’ advice regarding their purchase/ consumption
decisions.
They depend more on their parents when they find the purchase difficult and involve more
money.
The reason is that they are dependent on parents for the money required to make such
purchases. Studies also revealed that teenage children rely less on their parents than the
younger children in making purchase-related decisions.
The reason for this is that during this age, children are found to spend less time with their
parents, and as a result, parents’ influences diminish. Some other studies revealed that, in
purchases of clothing, sports equipment, small appliances, and some food products, older
children rely more on their parents.
Parents’ influences on children are found to be more particularly in difficult purchase
situations. Again, between boys and girls, it is found that girls are influenced more by their
parents in arriving at their purchase decisions. In general, parents’ influence on children’s
behavior depends on the product or service in question or the problem context.

3. Peers’ Influences on Children’s Behavior (wkï‡`i AvPi‡Y mnKg©x‡`i cªfve): Regarding peer
group influence on children’s behavior, it is known that teenaged children are influenced
more by their peers in assuming the purchase behavior models.
Children rely on peers for purchase decisions, first of all, to identify themselves with a
particular group.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 269

Second, they are subject to peer influence to satisfy their psychological, social, or physical
needs. Different studies also found that secondary school students are influenced more by
peers than elementary school students.
As children of secondary school levels spend more time with their peers, they naturally
develop an intimate relationship with their peers and are influenced more.
Children of this age group consider their peers better judges in some specific purchase
decisions such as clothing and entertainment. Studies also revealed that boys are more
influenced by their peers than girls in purchase-related decisions.

4. Influence of Social Class on Children’s Behavior (wkï‡`i AvPi‡Yi Dci mvgvwRK †kÖYxi cªfve):
Attitudes that children form depend to a great extent on the class to which their parents
belong. These attitudes, in turn, influence their consumption behavior.
Thus, social classes influence children’s behavior, particularly consumption behavior, to a
great extent. Different social classes have a different bearing on children’s behavior.
It is found from different studies that lower-class children enjoy more freedom from their
families in making purchase decisions than middle-class children. In middle-class families,
children are subject to more parents’ supervision in their purchase and consumption behavior.
Though some middle-class families allow their children to buy certain items independently,
they are made accountable for their parents’ decisions. In the upper-class families here in
Bangladesh, children enjoy even more freedom in making purchase decisions than lower-
class families. This is particularly true when children reach their teenage.

5. Influence of Subculture on Children’s Behavior (wkï‡`i AvPi‡Yi Dci Dcms¯‹…wZi c«fve):

Subculture is also an important determinant of children’s consumption behavior. In unit five,
you have been given quite an idea of what a subculture is and the different subculture types.
In Bangladesh, families belonging to the Muslim subculture usually exert more influence on
their children’s behavior, including purchase behavior.
Again, the regional subculture study reveals that children can independently decide regarding
many of their purchases in an urban subculture (one of the regional subcultures).
In general, children cannot think of buying and consuming many rural subculture items even
though their families can afford them. This is because of the differences in mentalities,
education, orientation, and rural and urban families’ attitudes.

6. Influence of Gender Difference on Children’s Behavior (wkï‡`i AvPi‡Y wj½ cv_©‡K¨i cªfve):
You know that, in our society, the roles of males and females are discrete. This is taught in
the family from very childhood.
270 CONSUMER BEHAVIOR

We teach our children the differences in their roles, through the purchase of products, among
others. When parents buy clothes for their children, they buy different types and designs for
boys and girls.
This practice has a far-reaching impact on children’s consumption behavior as it is instilled
in their minds. When children grow up, they start behaving differently, keeping in mind their
gender differences.
In the following few paragraphs, you will be given a brief idea of some of the important
aspects related to children’s consumption behavior:

7. Internet, Television and Children’s Behavior (B›Uvi‡bU, †Uwjwfkb Ges wkï‡`i AvPiY): In this
age of mass communication and sky culture, children of all classes, areas, and ages are
exposed to televisions. This exposure influences their behavior in turn.
Studies on children’s behavior reveal that older children, and those heavily exposed to
televisions, can remember more of the TV commercials. That is, the retention of
advertisements is high in the case of these children. As the ages of children vary, the impacts
of television advertising on their behaviors vary.
Different studies suggest that television advertising influences even young children’s
behaviors to differentiate TV programs and commercials. As a result of which, children’s
behaviors are even influenced by the advertisements aimed at adults.
Therefore, at times, younger children press their parents to buy some of the items for them
that are actually targeted to the adults. As children get older, they can understand
advertisements’ symbolic meanings, influencing their consumption behavior in turn.

8. The behaviour of Teenage Children (wK‡kvi wkï‡`i AvPiY): The marketers, for a variety of
reasons, now consider Teenage children very significant. Marketers, therefore, pay special
attention to teenagers. As parents give their teenage children some money to spend, they
decide independently on many purchase decisions.
Therefore, they deserve the special attention of marketers. In certain families, teenagers buy
certain household items because of their parents’ involvement in a job or profession, not to
give time for family purchases. Thus, children can decide on the brands to buy with regards
to those household products.
It suggests that marketers of certain household products may develop advertising messages
aimed at teenagers.
Moreover, teenagers sometimes accompany their parents when they go shopping and may
influence different brand selection items. Teenagers also expect to receive due attention from
their parents to select certain important and durable products. This aspect also carries a
marketing significance from advertising and product design points of view.
 CHAPTER 7: CONSUMER BEHAVIOR AND FAMILY 271

Teenagers not only influence family purchase decisions; they are also future consumers of
certain items, such as cosmetics, hygiene products, and undergarments. Marketers of such
products should take note of this and develop strategies accordingly.

9. College/University-Going Students and Family Consumption (cvwievwiK †fv‡M gnvwe`¨vjq Ges

we`¨vjq Mvwg QvÎ QvÎx †`i cÖfve): When children approach colleges or universities, they become
independent buyers and consumers of many items.
Some of these items include books, reading materials, and so on. During this stage, they also
start developing brand preferences as they become more aware of different products.
Moreover, they start influencing family purchase decisions more than ever. These few aspects
of college/university-going children also bear marketing significance. Smart marketers take
note of them and act accordingly.

EXERCISE
1. What do you mean by family? (Point 7.02, Page 248) BBA 2017,2013

2. What are the common characteristics of family? (Point 7.03, Page 249)

3. What are the functions of family? (Point 7.04 , Page 250) BBA 2010

4. What are the different forms family? (Point 7.05, Page 251)

5. How to use family concepts in marketing? (Point 7.06 254)

6. How can a marketer use the concept of family in marketing? Put example. (Point 7.06
254) BBA 2013

7. Who initiates the purchase decision process? (Point 7.06 , Page 254)

8. Who dominates the decision process? (Point 7.06 , Page 254)

9. Who makes the price decision? (Point 7.06 , Page 255)

10. Who makes the final purchasing decision? (Point 7.06 255)

11. Who makes the overt act of purchasing? (Point7.06 , Page 255)

12. Explain the influences affecting family decision making (Point 7.06 , Page 2550
272 CONSUMER BEHAVIOR

13. Discuss the influences on family consumption decision. (Point 7.06 , Page 255) BBA 2011

14. Explain the influences of culture on family decision making. (Point 7.07 , Page 255)

15. Discuss the influences of subculture on family decision making. (Point 7.07 , Page 257)

16. Discuss the influences of social class on family decision making. (Point 7.07 , Page 258)

17. Explain the influences of reference groups on family decision making. (Point 7.07 , Page
259)

18. How to use family concepts in marketing? (Point 7.08 , Page 260)

19. Write the family life cycle. (Point 7.09 , Page 262) 2010

20. Demonstrate how family consumption patterns change over different stages of family life
cycle. (Point 7.10 , Page 263) BBA 2018

21. How do consumption pattern changes with the changes of family life-cycle? (Point 7.10
, Page 263) BBA 2017, 2010

22. How different stages of family life cycle change our consumption? Explain with example.
(Point 7.10 , Page 263) BBA 2016 , 2015

23. Relate nine stages of family life-cycle with a consumers consumption of different market
items. (Point 7.10 , Page 263) BBA 2011

24. Consumption Patterns at Different Stages of Life Cycle (Point 7.10 , Page 263)

25. How Personality Traits of Family Members Affect Their Behavior? (Point 7.11 , Page
265)

26. How children influence tin the consumption pattern of family? (Point 7.12 , Page 266)
BBA 2010