The impact of family on consumer behavior

Family has an important role in studying consumer behavior. Each family member plays a different role in making purchase decision. My intention of writing this paper is to know the issues under family decision making, impact of family life cycle on consumption, factors affecting consumer behavior and dynamics of husband-wife decision making. The methodology of the present study is based on the web-based research. From this study, it is clear that family members at different stages of family life cycle affect consumer behavior differently. Type of product, gender-role orientation, decision type and other external factors affects consumer behavior. From this study, it is also clear that each family member plays a different role in decision making and dynamics of husband-wife decision making can be classified as husband-dominant, wife-dominant, autonomic and syncratic.