Question

Name and describe the SIX roles that frequently occur in family decisionmaking. Provide examples.

Answer 1

Ans- Family Decision Making is the process by which the directly or indirectly decisions are taken by two or more family members. Decision Making by the group such as the family is different from the decision taken by the individuals.

Formulating an effective Marketing Strategy for the consumer products requires the proper understanding of the decision making process of family. Thay's why, it is necessary that the Marketers analyze the decision making of the family within each defined target markets.

Members of a Family assumes the different roles and it influence the decision making process. These Roles can be instrumental, expressive, emotional etc.

In the Decision Making of the Family, it is necessary to know how the members of the family interact with each other in the consumer behavior context. The Various Members of the Family play the different roles that are as follows-

• Influencers- The Members who influence the product purchase by providing the information to the members of the family. The Son in the Family informs the other members about the new fast food point, new mobile technology.  
• Gate Keepers- These Members control the information flow of the product which they favour and influencd the family members to buy the product of their choice. They provide the information that is favourable to themselves and withold the unfavourable information.
• Deciders- These are the members of the family who have the power or authority or money to buy. These Members plays the major role in taking the decision of buying the product. For Example- Father takes the decision of buying the Refigerator next month.
• Buyers- Buyers are the family members who actually buy the product like Father buying the Books for their Children, Mother buying the grocery of the home.
• Preparers- These are the peoples who actually prepares the product in the consumable form. For Example- Mother prepares the food by adding the ingredients to the raw vegatables, frying the egg, mother sewing the clothes for their childrens.
• Users- Users are the people who actually consumer or use the product. These products can be consumed by all the family members or individually. For Example- Use of Refrigerator, TV, Use of Car by the Family Members.

The Roles that the members of the family plays vary from product to product. Some Products don't involve any family member influence like vegetables are bought by the House Wife. She can play the other roles also like Decider, Preparer, User etc. In the Limited or Extensive Problem Solving, jount decision is taking by the family members.

So, this was about the Six Roles that occur in the Family Decision Making.

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