The paper examines family purchase-decision dynamics that contribute to enhance marketing communication effectiveness. Of particular interest is understanding the nature of spousal behavioral interaction in family decision-making to help marketers target communication messages, shape brand choice, and guide personal selling activities.The paper also examines the relationship between influence strategies and the degree of involvement in a purchase decision.
Family is the most important organization in the society that influences consumer buying behavior, and family members constitute the most influential primary reference group. Family as a unit has been researched extensively. We can distinguish between two types of families and their influence on buyer behavior: the family of orientation and the family of procreation (Kotler, 2005). The family of orientation consists of parents and siblings. A person acquires an orientation towards religion, politics, economics, and a sense of personal ambition, self-worth and love from his or her parents. Even if the buyer no longer interacts with his or her parents, their influence on the buyer's behavior can be significant. In countries where parents live with their grown children, it is seen that their influence can be substantial. A more direct influence on everyday buying is from the family of procreation, namely, - one's spouse and children.
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