A Study on The Impact of Family and Peer Groups on Consumer Behaviour Towards Dairy Products

Marketers have to recognize to consumers where will operate in market for creating a difference against their competitors and bein successful in market. Family, references groups and roles and statues affect the buying behaviour significantly. The most influential groups in the consumption behaviour or decision-making pattern of an individual are the family group and peer group. In this study emphasizes on the impact of family and peer groups on consumer behaviour with respect to dairy products. The family influence on consumer behaviour was investigated based on the family roles, role dominance and decision maker profile in the family. Similarly, the peer group influence was examined to understand the respondents’ nature of recommending particular brand or product or store to others.