Influence of family and culture on youth consumers

This paper examines the influence of family and culture on consumer behaviour Family is a social group it is also considered as the consuming and decision making unit Family is a closely knit social Institution the bonds among family member are strong and binding upon each other. A reciprocal influence operates in all family decisions. The three pillars of family influences originate firstly from father, secondly from mother and thirdly from other family members. Every family member is influenced by family member to a great extent and each family member has influence on every other family member. Thus, it is imperative for marketing companies to sort out all family influences and formulate a strategy for effective marketing.