Question

With respect to the roles in the family decision-making process, the individual who performs the physical act of buying the product is called the
a) decision maker.
b) influencer.
c) purchasing agent.
d) gatekeeper.
e) consumer.

Answer 1

Answer: B Influencer

Explanation: The family without a doubt is a major influence on the consumer behaviour of its members. There are many examples of how the family influences the consumption behaviour of its members.

The importance of the family or household unit in consumer behavior arises for two reasons:

1. Many products are purchased by a family unit.

2. Individuals’ buying decisions may be heavily influenced by other family members.

How families or households make purchase decisions depends on the roles of  the various family members in the purchase, consumption, and influence of products. Regardless of how many family members are present when items are being purchased, the other family members play an important role in the purchase.