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Studying the family and relation to the purchase and consumption is important, but often ignored in the analysis of the consumer. There are two reasons why it is important that family influence:
a. Many consumer products purchased by the double act as the family unit. In taking the decision to buy goods, often have to ask the opinion of other family members.
b. When purchases are made by the individual, the concerned individual purchasing decisions may be influenced by other members of the family. In making the decision to buy something is often influenced by other members of the family members of other means must be involved in any decision in the matter of the decision to buy.
Why do people ignore studying the family is due to the difficulty in studying the family as an organization. Families have an average income higher than the household because of greater numbers of individuals who work within the family. So the family is the same as the family firm is an organization formed to achieve a particular function more effectively compared to individuals who live alone.
In the decision to buy something should involve five important role, namely:a. Porter: he became the initiator of the purchase planb.Pemberi influence: he is the one that gives effect to buy somethingc Buyer: the person acting for purchased.Pengambil decisions: is a person who has the authority to make a decision to buye.Pemakai: is the person using the product.
Later in the decision to purchase the necessary communication between family members. The goal is to get feedback or criticism from family members. Communication for families of reflective listening, supportive comments, with the purpose of reference between the families.
Role of Life CoupleThe role of spouse to decide to buy is very important, judging from the structure of the role we can see the question below:a. Autonomy; If the same number of decisions made by each partner, but each decision is made individually by each partnerb. Husband of the dominantc. Dominant wifed. Sinkratis when most decisions are made jointly by husband and wife
In discussing the role of spouse to take weeks to buy decision is who is most dominant between husband and wife. Here the communication necessary for deliberation in decision making /. Later in the decision-making must also involve sex, there are often many causes for loss of sex differences in purchasing decisions by families. And often involves changing employment status and role of women.
Involvement of husbands and wives are also highly varies by product category. The wife acted as an agent of food purchases, especially for food, sundry goods, and goods of basic needs. However this changed with the ever increasing number of working wives and husbands are doing more and more family shopping. The marketers of goods of daily necessities will make a great mistake to suppose women yangmerupakan the only major buyer or buyers of their products.
In the case of expensive products, the husband and wife jointly make the decision. Marketers need to determine which member usually has a greater influence in choosing a variety of products. Often it also depends on who is more powerful or more skilled. Below are the patterns of common products.* Dominant Husband; life insurance, vehicles, or television.* Dominant Wife; Washing machine carpet flooring, furniture, kitchen appliances.
* Same dominant; Holidays, housing, entertainment outside.
When Behavior ChangedUsually people who are not married, it's easier to take decisions without having to involve others. It's only been married about decision making changes that involve a life partner but if among families not agree to a decision to buy something then this is a complicated problem can be sticking out, the worst may even be divorced.
If there is good communication between husband and wife in terms of the decision to buy is good, the other hand if one of the dominant would be quite risky for a consumer behavior can be quickly changed after marriage. Getting married is to unite the two properties into one. After the marriage can no longer act alone alone to determine everything for themselves because there is already a partner.
Marketers must also be observant menyasarkan target product, by selecting the media mix, promotion, and advertising targeted. When the targeted mothers, marketers must also represent its products through the personification of someone who became an idol. For example such as household electronic appliances branded Miyako Memes as the star using the ad is a picture of a mother is beautiful, harmonious, intelligent and motherly. Then there is also a branded electronic equipment ads starring Krisdayanti Kirin depicting an elegant woman, beautiful and classy. Selection of media and highly influential figure who represents for consumers in determining purchasing decisions.
The author is a staff researcher at Grant Thornton Indonesia
a. Many consumer products purchased by the double act as the family unit. In taking the decision to buy goods, often have to ask the opinion of other family members.
b. When purchases are made by the individual, the concerned individual purchasing decisions may be influenced by other members of the family. In making the decision to buy something is often influenced by other members of the family members of other means must be involved in any decision in the matter of the decision to buy.
Why do people ignore studying the family is due to the difficulty in studying the family as an organization. Families have an average income higher than the household because of greater numbers of individuals who work within the family. So the family is the same as the family firm is an organization formed to achieve a particular function more effectively compared to individuals who live alone.
In the decision to buy something should involve five important role, namely:a. Porter: he became the initiator of the purchase planb.Pemberi influence: he is the one that gives effect to buy somethingc Buyer: the person acting for purchased.Pengambil decisions: is a person who has the authority to make a decision to buye.Pemakai: is the person using the product.
Later in the decision to purchase the necessary communication between family members. The goal is to get feedback or criticism from family members. Communication for families of reflective listening, supportive comments, with the purpose of reference between the families.
Role of Life CoupleThe role of spouse to decide to buy is very important, judging from the structure of the role we can see the question below:a. Autonomy; If the same number of decisions made by each partner, but each decision is made individually by each partnerb. Husband of the dominantc. Dominant wifed. Sinkratis when most decisions are made jointly by husband and wife
In discussing the role of spouse to take weeks to buy decision is who is most dominant between husband and wife. Here the communication necessary for deliberation in decision making /. Later in the decision-making must also involve sex, there are often many causes for loss of sex differences in purchasing decisions by families. And often involves changing employment status and role of women.
Involvement of husbands and wives are also highly varies by product category. The wife acted as an agent of food purchases, especially for food, sundry goods, and goods of basic needs. However this changed with the ever increasing number of working wives and husbands are doing more and more family shopping. The marketers of goods of daily necessities will make a great mistake to suppose women yangmerupakan the only major buyer or buyers of their products.
In the case of expensive products, the husband and wife jointly make the decision. Marketers need to determine which member usually has a greater influence in choosing a variety of products. Often it also depends on who is more powerful or more skilled. Below are the patterns of common products.* Dominant Husband; life insurance, vehicles, or television.* Dominant Wife; Washing machine carpet flooring, furniture, kitchen appliances.
* Same dominant; Holidays, housing, entertainment outside.
When Behavior ChangedUsually people who are not married, it's easier to take decisions without having to involve others. It's only been married about decision making changes that involve a life partner but if among families not agree to a decision to buy something then this is a complicated problem can be sticking out, the worst may even be divorced.
If there is good communication between husband and wife in terms of the decision to buy is good, the other hand if one of the dominant would be quite risky for a consumer behavior can be quickly changed after marriage. Getting married is to unite the two properties into one. After the marriage can no longer act alone alone to determine everything for themselves because there is already a partner.
Marketers must also be observant menyasarkan target product, by selecting the media mix, promotion, and advertising targeted. When the targeted mothers, marketers must also represent its products through the personification of someone who became an idol. For example such as household electronic appliances branded Miyako Memes as the star using the ad is a picture of a mother is beautiful, harmonious, intelligent and motherly. Then there is also a branded electronic equipment ads starring Krisdayanti Kirin depicting an elegant woman, beautiful and classy. Selection of media and highly influential figure who represents for consumers in determining purchasing decisions.
The author is a staff researcher at Grant Thornton Indonesia
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