Download or read book Family Roles and Social Influences on Buying Decision Making written by Nafees and published by . This book was released on 2022-11-17 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: INTRODUCTION This study examines the family roles and social influence on purchase decision of household utility and lifestyle products. Family and family consumer behavior are, no doubt, complex areas compared to individual decision making. It may be that the reciprocal relationships among members of the family are far too complex to unravel into meaninglxil constructs. However, this does not mean that family behavior should forever remain out of the grasp of researchers. The biggest block to understanding families is a mindset that attempts to understand it from a perspective that has been developed for understanding individual behavior. The first step to overcoming the complexity of family decision making is to give up the individual and become concerned with only the family as the unit of analysis. Family has been anything but static. It has been witness to radical changes over the years and continues to surprise scholars in the discipline. It is a fertile domain offering researchers a continuous source of research. This study examines the family role and social influence in purchase decisions of household products.