An individual normally lives through two families
Family of orientation
This is the family in which a person takes birth. The
influences of parents and individual’s upbringing have a
strong effect on the buying habits. For instance, an
individual coming form an orthodox Tamil or Gujarati
vegetarian family may not consume meat or egg even
though she may appreciate its nutritional values.
Family of procreation
This is the family formed by an individual with his or her
spouse and children. Normally, after marriage, an
individual’s purchasing habits and priorities change under
the influence of spouse. As the marriage gets older, the
people usually settle in certain roles. For instance, a father
normally takes decisions on investment whereas the mother
takes decision on health of children.
From a marketing viewpoint, the level of demand for many
products is dictated more by the number of households than
by the number of families. The relevance of families to
marketing is therefore much more about consumer
behaviour than about consumer demand levels.
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