Exploring Family Influence on Consumer Behavior & Decision Making

This presentation explores the family decision-making process in consumer behavior, highlighting the various roles family members play, such as user, influencer, gatekeeper, decision-maker, and information gatherer. It examines how social influences like compliance, identification, and internalization impact family choices across generations. The presentation uses the example of selecting a Honda City to illustrate these concepts, identifying the father as the decision-maker, influenced by family opinions and reviews. Beliefs, perceptions, and the roles of influencers like salespeople and family members are also considered vital in the final decision. The presentation concludes by emphasizing the lasting impact of social influence on family decision-making.

Consumer behavior-
Family Decision
making Process

Introduction
 The paper will help in evaluating the formation of family decision-
making procedure. The decision gets influenced by various factors
like beliefs perception, choices, and behaviors of people regarding
that particular product.

The family decision-making
process
 Decision-making is generally a term which is used for describing the
procedure with the help of which families make various choices,
determine judgments as well as comes to a particular conclusion that
guides behaviors (Tong et al., 2016).
The decisions with the families can be effectively classified as:
 Instrumental
 Affective
 Social
 Economic
 Technical

Different people play different roles
within the family
 User
 Influencer
 Gatekeeper
 Decision maker
 Information Gatherer

Continued…
 This procedure is reflected in the communication activity of the family
members and it rests on the development and making of meaning.
There are a number of ways used by families in order to reach a
particular decision (Laidsaar-Powell et al., 2017). Fewer of the families
use a habitual procedure which is regularly used by them in order to
make effective decisions regarding particular choices.

Social influence within families
 Social influence critically occurs when a person’s behavior, emotions or
opinions are affected by that of the other people (Kon et al., 2016).
 Social influence is considered a concept that is going to follow on through
generations as there exists a mutual trust among the family members
(Koropp et al., 2014).
There are three broad categories of social influence, they are:
 Compliance
 Identification
 Internalization
These three broad categories critically generate great impact on the decisions
made by the family members and are going to be followed by generations.

Continued…
Compliance
 It is when people decide to agree with the views of other people but
also they keep their dissenting opinions private. This influences the
behaviors and the decisions of the other people (Berenson et al.,
2014).
Identification
 This occurs when the people are effectively influenced by someone
who is respected or liked such as the celebrity among the family
members. This also keeps continuing for generations and affects the
decision-making process (Laidsaar-Powell et al., 2016).

Continued…
Internalization
 It is when people critically accept the values, beliefs or the behaviors
of people and agrees to it both publicly and privately (Milte et al.,
2015). This helps in influencing the choices made by the different
family members and will be followed on through generations.

Example of favorite car brand
reflecting implementation of a family
decision-making process
 The example of favorite car Honda City will help in evaluating the
family decision-making process. The father is considered as the
decision-maker in the family since he is going to pay the entire
purchase amount for the car.
 The reason behind the selection of this model is that the car is big
and will provide a comfortable journey for the family.
 The decision has been formulated getting opinions and reviews from
few of the family members.

Continued…
 Belief and perception are also considered as the vital aspect of
making the final decision for the product (Puts et al., 2017).
 The sales person and son critically plays the role of an influencer in
order to purchase the product.
 There are few of other factors like the perception and reviews
provided by different consumers which help in the evaluation of the
decision-making process regarding the purchasing of the car.