Modeling Buying Pattern in Emerging Indian Urban Families
A traditional family in India is different from a western family in that the "empty nest" stage of the family life cycle is not very common. The decision making process for the purchasing of consumer durables is quite elaborate, as many members with their diverse view are involved in it. At the same time, the characteristics of Indian families are changing under the influence of external factors such as liberalization and media explosion. Indian families are presently in a state of flux, shifting from being strictly hierarchical to more egalitarian in character. Knowledge about buyer behavior is necessary for the development of effective marketing strategies. The members of a family influence the decision-making process in the purchase of different products; therefore the real target for the marketer is not an individual member but the family as a whole.
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