AN ANALYTICAL STUDY OF FAMILY’S THEATRICAL ROLE IN INFLUENCING CONSUMER BEHAVIOUR
Keywords:
Family Theatrical Role, Influence, Buying Process, Consumer BehaviourAbstract
A family is an important stratum for any purchasing by the consumers within the society. It constitutes an important economic and social unit that affects consumption decisions of individual family members. The aim of the present study is to analytically discuss about the family’s theatrical role in influencing consumer behaviour. This paper is an attempt to enquire the influenced role of family members in buying process and consumer behaviour related to Fast Moving Consumer Goods and Durables too. The research is exploratory and descriptive in nature. The research is conducted in Ambala and Yamuna Nagar, the two important districts of the State of Haryana. Based on the evidences it was concluded that in the purchasing of FMCG, men spouse and elders play an important role while women spouse a minor role though in the purchase of durable items men spouse role is vital and major but elders, women spouse and kids are influencers. Children’s have also a role of initiator as well.
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