Family consumption roles in consumer behavior.

Dr Catherine Ngahu talks about the key Family Consumption Roles in consumer behavior
Family plays a key role in influencing consumer behavior. The family is recognized as an important decision-making unit for the consumption of most products and services.

There are eight distinct roles in the family decision-making process.

Marketers are generally interested in the attitudes and behavior of the one or two family members with the highest decision power. Family consumption roles tend to be at the center of conflict in families.

In our fast-changing society, role allocation is constantly changing, and marketers seek to understand about how the roles are shifting within the family in order to develop effective marketing strategy.

Marketers particularly use this information to identify who to target with their
communication, and how to phrase promotional messages so that they are received well by their target audiences.

A look at the 8 different consumption roles provides some insight into how family members interact in their various tasks and the implication for marketing.

The 8 roles include influencers, deciders, gate keepers and buyers among others.

By Dr Catherine Ngahu
Elevatus!