Variety Ways Families Approach Consumption

Factors Influencing Variety Ways Families Approach Consumption


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Variety Ways Families Approach Consumption
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Consumer behaviour is a well-researched topic. Since it is so closely linked to the human mind, it isn’t easy to fully comprehend it. However, it is possible to predict how an individual would act in a buying situation based on past purchase decisions. Every day, consumers make purchasing decisions, and many of them are unaware of the factors that influence their choices. Since families make group buying decisions and impact their consumption behaviour, researchers often refer to the family as a consumption unit. Families make market decisions that include more than one individual. Families make purchasing decisions in the hopes of maximizing the well-being of their families, even though certain members might have special privileges or more power over how family’s resources should be used. This paper discusses various factors influencing the ways families approach consumptions and recommendations to marketers on how to approach family/household consumer behaviours.

The first factor that influences a family’s approach to consumption is culture. According to Perreau (2018), culture, as you may know, is everything produced by humans in our setting. Since cultural factors permeate our everyday lives, they have a significant impact on family purchasing behaviour. What we purchase and use and how we buy them are influenced by our society. Traditions, organized religion, traditional marriage, and raising children are all essential values in our community. These values are eroding over time, particularly in urban areas. For example, most urban families in our society ate at least two meals and breakfasted together every day until around 30 years ago. It was an everyday activity for mothers to spend four to six hours a day cooking such meals. About half of urban women work outside their home in this contemporary world, and average family incomes have increased significantly. As a result of these shifts, the roles of husbands and wives in family decision-making have shifted. When more women work outside the home, they devote less time to their children while still instilling specific values and norms. Family purchasing decisions and consumption habits have also changed significantly as a result of these reforms.

The second factor that influences the family approach to consumption is social class. Marketers should be aware that a person’s socioeconomic status significantly impacts the types and quantities of consumer products purchased. The social class in which one finds himself or herself has a significant impact on one’s spending patterns and consumer behaviour. Since it is not a feature of emotions or awareness, social status is considered an external effect on consumer behaviour. People usually classified into social groups based on their income, wealth, literacy, or profession. A three-tiered approach that includes the wealthy, middle class, and poor is perhaps the best model for defining social class. People from the same social background have similar views, live in similar neighbourhoods, dress similarly, and shop in similar shops. According to Riley (2018), Social class influences family decision making to a great extent. Family lifestyle is dictated by the social class to which it belongs, and consequently, the products and services and the brands and stores they select.

Compared to middle and lower-class families, wealthier or upper-class families purchase a more significant number of high-ticket products. They also tend to buy one-of-a-kind goods and services because of their social class. Upper-class or wealthy households, for example, tend to purchase apartments in Chelsea, the City of Westminster, and Kensington in London. These are the city’s posh neighbourhoods, which denote upper-class status. Middle-class families tend to move to estates where neighbours belong to the same social class. The same case applies to low-income families.

The family’s social status or the social status of an individual family member affects the role of family-related buying decisions. In most European countries, the majority of lower-class family’s purchasing decisions are made by their husbands. In other cases, if a wife earns more salary than the husband does, the wife most often comes up with decisions when purchasing goods.

Here are a few recommendations a marketer must consider to effectively determine how to deal with factors affecting the family approach in consumption. In reality, every product is targeted at a member of the family in some way. As a result, a marketer must consider what a family is, the distinction between a family and a household, and family forms. Why is the family idea essential to marketers when analyzing consumer behaviour? They place a premium on the family as a reference community because it is there that people are socialized and raised with their initial social status.

Since the majority of the goods are targeted at families, marketers must understand family aspects. In a household, not all can use the same product, but all family members use certain products. So, the marketers should develop goods that fit to be used by all family members and not just a few of them.

Family dynamics are increasingly evolving, resulting in different family purchasing decision trends than in the past. Marketers must be aware of these shifts and how they affect family purchasing decisions and consumption habits. As a result, advertisers must comprehend the essence of the family’s power and how its members make purchasing decisions. This expertise would undoubtedly aid them in creating marketing campaigns and the formulation of implementation strategies.

Purchase choices, as you are aware, are not made in a flash. They are multi-stage systems that are very complex. The first is the start of the decision-making process for purchase. The type of product or service determines who initiates the decision-making process. In most cases, the person who stands to profit the most from the product begins the decision-making process. For example, if a product that needs to be purchased is a kitchen appliance, women will likely initiate the purchase. Still, when it comes to sitting and living room appliances, the husbands are the most likely to start the acquisition.

Conclusively, family plays a crucial role in consumer behaviour. Different families have different approaches as far as consumption is concerned. At the beginning of this paper, I mentioned two main factors that primarily influence decision making when purchasing goods and consumption. The two factors are culture and social class. Culture affects family decision making in matters of consumption in many ways. Cultural factors include tradition and religion, are the leading players here. Religion and some cultural practices do not allow their members to purchase some items and let some. Social class is another significant factor that affects the family’s approach to consumption. Wealthier families tend to buy goods and services that fit their rich status, while the middle class and low-income families tend to buy cheaper products that suits their social class. Since most goods and services are targeted to families, advertisers should first know all aspects of the family. The advertiser should understand that not all family members use the same product. Family members have different tastes and preferences. The advertiser should come up with a product that the family can use at large, if not all, at least the most considerable number of family members should.

 Work Cited

Perreau, (2018). The Consumer Factor. The Consumer Buying Decision Making Process.     Accessed on 29 May 2021.

Riley, J. (2018). Marketing and Buyer Behavior. The Decision-making Process. Retrieved from


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