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Family Influence On Buyer Behavior

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• Personality

As shown in the figure 1.4 Personality is the fifth person’s individual factor and differs from person to person, according to time to time as well as location to location. It can have a large pressure on the purchase behavior of customers. In fact, personality is not what a buyers wears, but rather how he/she behaves in different situations (Shah,2010:5) Personality shows different types of characteristic features such as supremacy, determination, assertiveness, sincerity, and so on, which can be very helpful in determining buyers behavior regarding a specific product, services, brands and stores for the companies running in the competitive environment (Kardeset al., 2011:241).
Buyers individual satisfaction concerns the require …show more content…

The family plays an important role in the decision-making process, as the whole family will consume or use products and therefore has a huge influence on their buying behavior. When families make purchase decisions, they will normally consider the needs of all the family members (Levy et al., 2012:94). Hawkins and Mothersbaugh (2010:207) define family decision-making as the “... process by which decisions that directly or indirectly involve two or more family members are made”.
Because buyer behavior is strongly influenced by a specific family member, retailers define the roles and the influence of the husband, wife and children (Hawkins &Mothersbaugh, 2010:208). For example, if the buying decision of a specific product is influenced by the wife, then the apparel retailers will target women with their visual merchandising displays, music and scents. Table 1.4 below summarizes the roles that members in the family fulfils in the decision making process (Hawkins &Mothersbaugh, 2010:208).

Table 1.3 Family Decision-Making Roles Member Role
The initiator Suggests that a specific product needs to be purchased and he/she will also provide the necessary information needed to motivate the specific …show more content…

Social class is a group of people who are seen as basically equal in their status or community esteem, who regularly socializes in a formal and informal way and who share the same behavior patterns. Social classes have distinguishing behavior patterns that are a function of occupation, income and education (Kotler& Keller, 2009:87).
According to Cant et al. (2010:62), a social class structure usually involves there level of categories like as an upper class, middle class and lower class. Social classes can have a large influence on buyer’s lifestyles and are generally a good sign of the types of products or brands that buyers would be engrossed in. In addition to this, buyers have the capability to purchase products in order to show their membership to a specific social class and to go ahead in their social position in society. Organizations are aware of the fact that buyers desire membership of a higher social class and therefore make sure that their marketing messages communicate that by purchasing their product, the buyers may achieve a membership of a higher social

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