FAMILY PURCHASING

Famiy purchasing is a kind of a art which evey one dosent have. Family purchasing includes the purschasing required for the family. This includes food stuff household items,and many more. Family purchasing should always be done in systematic way and it involves lots of mind and concentration. These days purchasing is becoming difficult because it completely depends on decision making process. If the decision is made correct then the purchasing done is valued or else its a waste.

The family purchasing decision is broadly based on four types:

1.Role Structure

2.Power Structure

3.Decision making stage

4.Family Culture 

Role Structure - Like in societies, families are also structued as roles and each member of the family is then occupied wih a specific role and a task that he/she has to do.Gender role preferences reflect culturally determined attitudes toward the role of husband and wife, mother and father in the household.

Power Structure - As there are differnt types of power people in a family so therefore the decision is also made by them only. for example the head of the family are the men so therefore men have more power to make a decision rather than any one else in the family. But in the matriarcal society women is the head of the family and makes all the decisions.

Decision making stage- Marketing people today are now more studying on the complete process of the purchasing done by a normal family rather than looking at just the final purchasng act. Each family member has its effect on the purchasing behaviour. For eg if a family wants to buy a car then the women will tell the need of what type the car should be and then the men will take that opinion and make a decision on the car. 

Family culture- Each and every family has its own internal way of culture which effects the purchasing decision. these internal culture can be based upon as financial circumstances,social up bringing, family values and many more.   

 

So therefore the above 4 points are considered as main criteria for any family purchasing.