Analyzing Family Influence on Consumer Behavior and Food Consumption

This essay delves into the significant influence of the family unit on consumer behavior, particularly concerning food consumption. It defines the family structure and explores its impact on individual choices, emphasizing how family members shape each other's preferences and consumption levels. The essay examines the roles of parents, children, and other family members, highlighting how cultural values, income levels, and family life cycles affect purchasing decisions. It provides real-world examples, such as the influence of parents on children's food choices, the impact of traditions during festivals, and how marketers adapt their strategies to meet family-specific needs. The essay also evaluates the usefulness of the family concept in understanding consumer behavior, discussing how family decisions affect marketing and business strategies. It further explores how family influences consumer habits, the impact of peer pressure, and the relevance of traditional values in shaping buying patterns. Overall, the essay underscores the importance of understanding family dynamics for effective marketing and business decision-making.

THE FAMILY AND THEIR CONSUMPTION CHOICES
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TABLE OF CONTENTS
Introduction......................................................................................................................................3
Impact of the family on consumption..............................................................................................3
Definition and description of the family......................................................................................3
Evaluate the usefulness of the concept of the family through examples relevant to food
consumption.....................................................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
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INTRODUCTION
Family is not just a group of people living together in a common house; but the concept is
more valuable in depicting the relationships different people have with each other (Blundell, R.,
Pistaferri and Saporta-Eksten, 2016). In the present research study, discussion has been made on
role, structure and responsibility aspects of family members. Along with this, researcher has also
stated the impact of family on food consumption. The relationship prevailing in the family shows
that they are influencing the choices of each other in varied situations. Thus, to explain each and
every aspect, numerous instances are quoted in the present research work.
IMPACT OF THE FAMILY ON CONSUMPTION
Definition and description of the family
Family is regarded as a group of people consisting parents, children, brothers and sisters.
Hence, when people live together as a unit; they are regarded as family. Every family has a
specific structure that needs to be followed upon so that proper relationships can be maintained.
From the views of many authors, it has been analysed that family is the most significant
reference groups that influence individual’s consumption choices (Carrington, Zwick and
Neville, 2016). In family, different people live together which influences their choices and as a
result, it also changes the consumption level. Children generally consume those items which are
preferred by their family members; hence through this, it is clear that children sometimes have
the same choices of their parents.
This depicts that parents play vital role in influencing the demand and consumption of
food items. The categories of family are traditional and non-traditional families wherein people
follow different patterns of living (Garry and Hall, 2015). However, on the other hand, it is also
an apparent fact that no two individuals have same buying preferences. The buying tendencies of
individuals vary as per their needs, age, requirements and lifestyles. Hence, it has been identified
that an individual’s immediate family members play an essential role in influencing his or her
buying behaviour. What an individual gulps from the parents become his or her culture and at the
same time, they start demanding for similar products and services. Parents seems to have a huge
impact on the buying habits of children till the time they live together.
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However, when children live separately from their parents, they are independent of their
choices. Most often in such cases they are influenced by their friends and peers. In non-
traditional families, parents have a huge influence over the children and there in children are not
allowed to make their preferences. They merely have to consume only those products which are
purchased by the parents for them (Hayashi, 2016). Family life cycle and size is another
important dimension that influences the choice of each and every individual. In traditional
families, decisions are taken by the elder members only and they purchase on those products
which are consumed since traditional time period.
Certain times, family choices creates issues as well because people demand for different
products and services. This aspect needs to be appropriately comprehended by the marketers
because this can impact marketing decisions of the business entities. Income level and lifestyle
both are chief aspects that affects the family purchase decisions and it is also different with that
to the concept of household (Jensen, Frongillo, Leroy and Blake, 2016). There are several factors
that changes the demand of family members and this creates more pressure and issues among all
the marketers. Nonetheless, in a family people demand for different needs as per the occasion,
festivals, area of interest and lifestyle. Income is considered as a core factor that ultimately
changes all these aspects and in several areas people have to compromise for their demands.
For example- at the time of festivals, children desires to have sweets, new clothes and
new stuffs; but looking towards the condition of family (lower income class), they did not ask for
anything. This makes them to sacrifice for their own needs and preferences. However, on the
other hand, children (coming belongs to rich family) spends more money during festivals
because they know their parents can afford this. Sometimes, they also spend money in
unnecessary stuffs (Khanom, A and et.al., 2015). Thus, it is clear that family adaptability
influences the preference level of individual and as a consequence, marketers have to bring
several new products according to consumer choices.
For instance- in the realm of food consumption, it is clear that in early stages, children
consumes those products which are given by their family members. However, in most of the
cases children (school going) changes their preferences according to other students and after
coming home, they demand for the same items. Another instance is consumption of Noodles
which is preferred by each and every child, youngsters and elders. The most common product is
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Maggi which is consumed by people in higher quantity (Kotlikoff, 2016). This is one common
product that is being consumed by every family member.
Appropriate teachings and education by the family members drives the children to
demand for only healthy and nutritious products. In most of the cases, parents do exercises on
regular basis and that drives the children as well towards exercises and yoga; hence in order to
remain fit and strong, children consume the same diet which their parents intake. This shows
greater similarity between parent and children choices. Another example is association of
tradition and custom with any specific product or service (Parental influence on children’s food
preferences and energy intake. 2012). During festivals, some families follow their customs and
considering the same they demand for specific products and services. This concept is well known
among the marketers; thus in response they introduce the same products for the customers in
subsequent market place. For instance- Christmas is the major festival in UK and during that
time, people consume cakes, muffins, cupcakes and all bakery items on higher level. Therefore,
during Christmas period, marketers also come up with new products and varieties so that
customer’s needs can be fulfilled.
Apparently, while purchasing any product, individual always discusses it with the family
members; hence in such situation, family is regarded as a reference group that influences the
purchase decision of each other. Communication is one of the most important factors that can
influence the decision making aspects of every individual. In this situation, marketers have to
respond appropriately to the customers for extensive selling of the products. However, family is
not only associated with parents and children; but also it is regarded with spouse relationship,
siblings and others (Parental Influence on Eating Behavior. 2008). Hence, in most of the cases,
demand get changed as per the availability of difference in relationships. For instance-
considering specific needs of children and husband, several wives changes their consumption
patterns.
While buying groceries, they give importance to specific products only and somewhere
she sacrifices for her own choice. She purchases only those products which are consumed on
majority basis. The family members changes the pattern as per the market trends; however in
most of the traditional families, chief emphasis is given to only those products which are
purchased from several years (Watkins, Aitken and Mather, 2015). Therefore, it is evident that
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an individual faces several obstacles while purchasing any product from market place. The
family decision making process often varies across market segments such as stages in the family
life cycle and social class.
EVALUATE THE USEFULNESS OF THE CONCEPT OF THE FAMILY THROUGH
EXAMPLES RELEVANT TO FOOD CONSUMPTION
Family has a direct impact on the consumption pattern and that also changes the
marketing and business decisions of marketers. Concern towards social and cultural values
changes the preferences of customers and as a result it influences decisions of marketers. It is
essential for the marketers to comprehend the value of cultural and social beliefs so that
customers can be satisfied and retained. In this area, there are several marketers who produce
only those products and services which are consumed by people from traditional time period
(The Concept of The Family: Demographic and Genealogical Perspectives. 2004). This shows
the loyalty and beliefs of the marketers towards preferable products and services. Using the
concept of family, marketers analyze the needs and beliefs of end users and as a result, it aids in
enhancing the possibilities of product success and growth. However, on the other hand cultural
values and traditions creates challenges as well for the entities.
For instance- there are several people who do not prefer to consume non vegetarian food
items; therefore as per their beliefs, they do not visit such places where non-vegetarian food is
available. This affects the demand for restaurant services and as a consequence, it changes the
entire operational capabilities. Hence this is clear that different traditions of customers not only
influences purchasing capability; but also it leads the business to adopt new practices of service
provision (White and et.al., 2015). The concept of family is essential to comprehend the
preferences of each and every individual and this can also help the business entity to add new
services in the product line. People get reference for specific product and service especially from
the family members. This sometimes play crucial role; however in various situations, it
pressurizes other members to adhere the same.
For instance-people who consume junk and fast food regularly prefer to eat outside and
similarly, their children also prefer the same sort of food. However, in this situation they do not
comprehend the health hazards and as a result, they complain of obesity and other digestion
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issues. The same problem happens with the children as well; but due to traditional pattern of
consumption, they do not focus on this major problem. Thus, this fact also made it clear that
consumption pattern is typically adopted from the parents (Woodhall-Melnik and Matheson,
2016). The life cycle of needs and preferences keeps on changing; hence marketers need to
comprehend the same. From theoretical point of view, habitual buying behaviour has a major
impact on customer’s demands wherein they consume only those products which matches their
needs. They are in habit of purchasing a specific product and relying on the same, they make
several changes in their purchase decisions.
It has also been observed that changes prevail in food consumption especially when an
individual lives with diversified people (with different cultural values and traditions). Most of the
college students start drinking alcohol and other beverage due to peer pressure. This is another
aspect that changes the pattern of family consumption. Consuming habitual products helps the
individual to rely on the quality aspects and they do not have to emphasize more on observing
the nutritional elements (Jensen, Frongillo, Leroy and Blake, 2016). This can be highly helpful
for remaining constant with the existing products and services. Family decisions are important
especially at the time when standard products are ought to be purchased. Emphasizing on
purchase of traditional products can assist the family members to keep on the traditions for
longer time span. For example- people who do not eat non vegetarian food does not allow their
children to eat the same because of their cultural values. Through this, they depict that they are
taking forward their ancestor’s values and beliefs. Apart from consumption, this gives them a
feeling of encouragement.
The concept of family denotes number of people, their lifestyle, needs, preferences and
values which they consider while purchasing each and every product. Large family consumes
more and small healthy consumes less; at the same time rich family purchases variety of
products and middle class family purchases confined products and services. Considering this
fact, marketers segment and target the specific customers (Kotlikoff, 2016). Sometimes,
marketers have to consider the family structure while analysing the behaviour of the customers.
Looking towards the family, it helps the members to purchase appropriate products in different
occasions. Moreover, it has also been observed that the modern family structure has undergone
significant transformations in its structure.
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The status of relationships changes as per the members added in the family like as it starts
with the spouse where they have children and it keeps on increasing when their children get
married to their partners. Hence, this is the cycle through which family keeps on amending and
addition of every new member brings certain change in the consumption of food patterns.
However, in most of the cases people consume only those products which their ancestors used to
consume in traditional time period. But the scenario has been changed according to modern era,
because now people want to consume those things which are new in the market. Marketers have
observed that consumers have variety seeking behaviour in which they prefer to adopt various
products so as to try something new and unique (Blundell, Pistaferri and Saporta-Eksten, 2016).
This shows that changes are prevailing in the pattern of consumption and people are responding
positively towards new trends and aspects.
CONCLUSION
Summing up the entire study, it can be said that family members are important reference
groups wherein they change their preferences as per each other’s preferences. The way people
consume food changes due to variety of factors; but the tradition they follow do not changes till
the period they adopt new products and services. From the study, it is clear that earlier people
used to have same sort of food; but now due to advancement in food industry; people are also
getting ready to adopt new products regardless of their cultural beliefs. For example- considering
the status and peer pressure, youngsters are getting involved in alcohol consumption which
shows that they are moving a step ahead from their cultural patterns. On the other hand, the study
also made it clear that parents have a high influence on the purchase decisions of their children.
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