Family Purchasing

Intergenerational influences are created throughout the family life cycle as new generations of consumers are loyal to brands that have been used throughout the family, for example the use of cosmetics, or even funeral homes (Wilkie, W. 1994). The large quantity of brands and products used throughout a household is why marketing strategies are developed to target the group, yet mainly the consumer that will have the ultimate purchasing decision over the group (Martinez, E. 1999).



Brassington, F. (2007)



The way in which purchasing decisions are made was studied by Field (1969) and determined influences made over husband, wife and child:

• Discernment - technicalities
• Price - Expensiveness
• Satisfaction - users of the product