Primary Group - consists of individuals one interacts with on a regular basis.
Primary groups include:
- Family Members
- Co Workers
All the above influence the buying decisions of consumers due to following reasons:
They have used the product or brand earlier.
They know what the product is all about. They have complete knowledge about the features and specifications of the product.
Tim wanted to purchase a laptop for himself. He went to the nearby store and purchased a Dell Laptop. The reason why he purchased a Dell Laptop was because all his friends were using the same model and were quite satisfied with the product. We tend to pick up products our friends recommend.
A married individual would show strong inclination towards buying products which would benefit not only him but also his family members as compared to a bachelor. Family plays an important role in influencing the buying decisions of individuals.
A consumer who has a wife and child at home would buy for them rather than spending on himself. An individual entering into marriage would be more interested in buying a house, car, household items, furniture and so on. When an individual gets married and starts a family, most of his buying decisions are taken by the entire family.
Every individual goes through the following stages and shows a different buying need in each stage:
- Bachelorhood: Purchases Alcohol, Beer, Bike, Mobile Handsets (Spends Lavishly)
- Newly Married: Tend to purchase a new house, car, household furnishings. (Spends sensibly)
- Family with Children: Purchases products to secure his as well as his familys future.
- Empty nest (Children getting married)/Retirement/Old Age: Medicines, Health Products, and Necessary Items.
A Ford Car in the neighbourhood would prompt three more families to buy the same model.